Healthcare brand relevancy: Cleveland Clinic, CVS and telehealth


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As reported in Fast Company, Cleveland Clinic is taking an important step to take telehealth mainstream. But it’s also taking an important step to ensure its healthcare brand relevance – by altering the way people look at the healthcare purchase decision and use experience and by changing how they buy.

In an industry-first collaboration, the hospital is partnering with CVS’s MinuteClinics and telemedicine technology solutions company American Well – to make on-demand online and mobile Cleveland Clinic provider visits available for MinuteClinic customers in Ohio.

According to Dr. Peter Rasmussen, medical director of distance health, Cleveland Clinic – our long-term view of telehealth is that it’s not only a new, welcome service that we can offer our existing patients, but it’s a way for Cleveland Clinic to extend our reach and serve more people who need help. We believe that it is important to remove barriers to great care like time, travel and distance, and we’re making that possible through this partnership in Ohio.

The Future of Telehealth Medicine

Interestingly, in an American Well 2015 Telehealth Survey, 70% of consumers said they prefer an online video visit to an in-office setting to obtain a common prescription. And 64% of Americans overall are willing to have doctor visits via video telehealth. The survey further indicated that telehealth will change the way healthcare is delivered in three key areas: after hours care, primary care and choosing a doctor.

Three Takeaways For Building Brand Relevance

Considering the importance of brand relevance to attract and maintain a customer base, three important takeaways include:

1. Making things simple. One of the characteristics of great brands is that they make things simple. They cut through the clutter by delivering what consumers want, when they want it, without hassle. Like this effort from Cleveland Clinic.

2. Deeds beyond words. Actions speak louder than words. Building brand relevance – and customer value – is more about creating meaningful, authentic and breakthrough experiences beyond merely creating images and communications.

3. Never standing still. The rewards go to brands that stay ahead of the game. They evolve to keep consumers interested and engaged, take their cues from their consumers and are always on the look out for ways to surprise and delight them.

Cleveland Clinic and CVS (along with Mayo Clinic, 23 and me, ZocDoc and Apple Health, among many others) signal what the future of healthcare will look like. Which feels more like automotive, fashion, food, retailing and technology than it does traditional healthcare. Characterized by the ability to look ahead and stay ahead of customers. Committing to bringing new products and services to market. Taking educated risks to stretch the strategic envelope by going outside the comfort zone of a target market, value proposition and business model.

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.

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