Your healthcare brand’s “X” factor

Your healthcare brand’s “X” factor

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ALL healthcare brands sell something. Like healthcare for their communities.

GOOD healthcare brands stand for something. Like Hospital For Special Surgery’s commitment to helping people get back in the game.  For context, outside of healthcare I think about BMW, American Express, Walgreens and RedBull.

GREAT (X-factor) healthcare brands take a stand for (or against) something. Like MD Anderson’s fight to end cancer.  Outside of healthcare, I think about Harley-Davidson, Virgin, Whole Foods and Tesla. 

Where does your health system or hospital sit on the “X” factor continuum? What is it’s special talent or quality for which it stands out and apart?

Honing in on your “X” factor helps you to create the momentum that accelerates brand-centered business growth (the most powerful platform from which to drive growth).

Here’s a quick test. Try to finish this thought in a way that meaningfully distinguishes you among your prospective audiences: there are plenty of health systems and hospitals around, but ours has that special “X” factor. It’s our ability to…

If the words immediately roll of your tongue (again, in a way that genuinely and meaningfully distinguishes your organization from others), you’re in an enviable position. And hopefully, you’re exploiting this through your branding and in your marketing.

But what if you’re struggling to find your “X” factor? As a starting point, here are three things you can do:

1. Re-Think Your Brand Concept. Challenge your team to think more expansively about what your brand stands for (or against), beyond its service category, to create a much broader and emotionally-driven platform to grow.

2. Look Beyond Your Category. The richest insights, inspirations and ideas tend to come from outside your immediate category. Then apply these to begin to rethink, refocus and re-energize your brand.

3. Enlist Your Customers. Learn from your own customers about concepts that they love from parallel outside sectors. For instance, within your market (as a starting point), which banks and retailers are most successful; and why?

Need help getting started? Reach out to Rick Zaniboni, Vice President. You can reach him at, or at 978-994-8009.

Eric Brody

Eric Brody is President of Trajectory, the specialist health & wellness branding and marketing agency using every moment as an opportunity to move customers, brands and businesses upward to a new destination.