Should your healthcare brand stop talking?

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If you use words like quality, trust and compassionate care to describe your brand promise or positioning – stop advertising, stop marketing, stop communicating. 

Because without a distinctive and compelling brand foundation, your messaging is just noise, your experiences are merely one-off interactions and you’re not giving prospects (or fellow employees) anything to emotionally connect to.

Before you say another word, consider the answers to these five questions:
1. who are you?
2. why do you matter?
3. what makes you different?
4. what do you stand for?
5. why should people never stop believing in you?


It’s tough to cut through in the best of times. Let alone when everything around you – like your category, competitors and empowered customers – is changing. For your sake and for the sake of your organization, make sure that you’re giving people something to connect to and believe in. Beyond your accomplishments, quality, technology and compassionate care.

Make sure that you’re inspiring and supporting them in what they care about most – their desire to live better, healthier and happier lives.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.