Creating healthcare marketing that matters: take a cue from CITI Bikes
As you read this, your healthcare brand is being put to the test. Maybe not knowingly, but it is.
Consumers are judging for themselves whether your brands actions are speaking louder than its words. Beyond their transaction with your healthcare system, hospital, or insurance company, they’re looking underneath the proverbial rock (your messaging) – for “actions” that add real value to their lives. Things that are genuine to your brand’s purpose (because they’ll see through them if they’re not) and reinforce why they need your brand in their lives. Like the experiences and fostering of community that Citibikes provides.
The CITI Bike program – just featured in an article in HUB Magazine – was part of former Mayor Bloomberg’s plan to improve city life by providing new and simpler forms of transportation. Six years since its inception, it’s not only greatly exceeded expectations, but has had a positive effect on the reputation of its sponsor Citi.
According to Edward Skyler, EVP Global Public Affairs, “it has little to do with advertising or promotions. It’s about finding a fresh point of relevance that makes a difference for everyday people – whether they are Citi customers or not.” He goes on to say that “Citibikes is a powerful opportunity for Citi to connect with New Yorkers and help move the city, and the company, forward.”
As a healthcare provider, isn’t this what it’s all about – a fresh point of relevance (in an increasingly crowded competitive set), making a difference for people, connecting with your communities, and moving them, and your organization forward, together.