There is only one way to help the many teams across your health system or hospital to understand, rally around and consistently reinforce what makes your organization different and special. Through the development of a Strategic Brand Platform.
Without this foundation, you have no compass to guide those who represent your brand through their decision-making, actions and communications. Which means you have no basis to catalyze internal teams, nurture customer relationships and foster sustainable, more profitable growth.
In the best of times, it’s hard to keep everyone (staff, nurses, doctors, leadership, volunteers, etc.) across departments, service lines and facilities on the same page about brand building. But in the absence of a formalized brand strategy, it’s impossible. And if there isn’t clarity inside, there’s confusion and misperception (among customers, partners and other stakeholders) outside.
Your brand is a driver and a compass for your organization. Having a clearly articulated brand strategy (in the form of a strategic brand platform) ensures everyone involved in the delivery of your brand shares a common and consistent understanding of what your health system or hospital stands for, how it’s different (positioned differently) from other local providers, why your communities should care and what they should expect when they have an experience with the organization.
There are many variations of a strategic brand platform. We at Trajectory have our own flexible versions honed over the years developing strategy alongside leadership teams across the related categories of healthcare, personal care and wellness. But the strength and integrity of any platform should be judged by several criteria:
- reality of the changing healthcare marketplace
- your organization’s culture, passion, business direction and greatest strengths
- promises you can genuinely deliver to all internal and external audiences
- what meaningful needs you see in the marketplace that you can uniquely address
The bottom line is that your strategic brand platform (properly shared across the organization) gives you the essential foundation needed to consistently express your brand (and increase your ROI) in everything you say and do. Without it, there is absolutely no way for your organization to consistently manage your brand nor influence the perceptions and behaviors among the people who matter most to its success.