Growing brand relevancy: ProMedica healthcare

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How does a healthcare brand, in this case a health system, ensure its future brand relevancy?

By standing out in ways that really matter to consumers (differentiation), by delivering a “branded” and delighting customer experience (experience offering), by tapping into emotions and creating an instinctive attraction that goes beyond rational needs (emotional pull) and by constantly moving and evolving to surprise and delight its audiences (dynamism). In other words, doing what Toledo Ohio-based ProMedica healthcare network is going.

When you do a search for the organization, you’ll find its mission front and center:

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But I didn’t start out by searching the organization. I first read this article: ProMedica opens grocery store offering healthful choices in food desert. Then I tracked back to search the organization. And I smiled!

Along with a new Institute for Population health, ProMedica recently opened a full-service grocery store in a renovated building that had been vacant for more than two decades.  It provides healthful and affordable food choices in a formerly designated food desert (defined as a census tract with high poverty rate and limited access to healthy, affordable food outlets).

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According to Randy Oostra, ProMedica president and chief executive officer, the institute’s development was consistent with recent strategies of the health system that started with a focus on combating obesity and hunger.

A teaching kitchen is also slated to open later this year, to teach residents how to use healthful, fresh food in cooking. Along with the Institute, the destination is anticipated to become a community hub “where healthy living takes root.”

Good example of propelling brand, customers and business forward! And here’s another example from Trajectory client Orlando Health.

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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