The future of brand building (of marketing) doesn’t merely promise better things, but gives people the things they need to better their lives.
But how about today? Does your healthcare marketing still largely consist of communication that lets prospective customers know that your service line uses the latest technology, that your hospital has won another award, or that you have new physicians on board with the hope of increasing procedures to your hospital. All wrapped up in the big five of Outstanding, Excellent, Compassionate, Convenient and Caring.
Numerous studies, including Havas Meaningful Brands Index reveal that people are choosing to do business with brands that make life better. Brands that help improve our lives in tangible and significant ways. And here’s the thing. People (your prospective healthcare customers) don’t compartmentalize their expectations by category. They’re the same across healthcare, financial services, hospitality, retail, etc.
Trying to manufacture awareness, trust and loyalty through communications alone just doesn’t cut it anymore. Because of this, what your brand does is more important than what it says. This is how you’ll have a place in people’s lives, or not.
The upshot of this is what we refer to as Customer Engagement Trajectory – a path of mutual co-involvement. On the one hand, your brand is doing things to help people better their lives. In turn, they’re doing things – participating, sharing, advocating – to help better your brand and business.
It’s a win-win relationship that keeps on giving!