What can healthcare marketers learn from Alessi? That design is a differentiating strategy.
And it’s a “strategy” that takes on more importance as health systems and hospitals not only “compete” for customers, but as they compete with retail and technology players who have always been more astute at “designing” for customers.
Increasingly, the success of your healthcare services will no longer depend on functionality or quality alone. Because for the most part, these attributes are now taken for granted. Offered quite similarly by your traditional competitors. Rather, customers will give their attention to those they find most attractive. Which means appearance, experience and design will be decisive factors that weigh in to their decision-making.
Design triggers emotion, passion, connection. It wins hearts. And it can therefore form the basis for meaningful differentiation. As Alberto Alessi knows.
This also reminds me of this quote from Howard Schultz, chairman of Starbucks. Brand capital has nothing to do with marketing…but with the emotional attachment of consumers to the brand.