Healthcare Marketing: Eight Habits of “Momentum Brands”

If you’re in healthcare marketing, it’s either an incredibly exciting time or an incredibly exasperating one.

Where you stand depends on the extent to which your healthcare brand (your health system or hospital) is articulating and demonstrating value in the midst of the dramatic changes taking place across the healthcare landscape. Are you offering solutions that attract consumers to your brand, keep them interested and involved and less vulnerable to copying by competitors?

Here’s some (worrisome if you’re a marketer) context. The Meaningful Brand Index – a global metric of brand strength – recently reported that most people wouldn’t care if 70% of brands disappeared overnight. Which means 70% of all brands are perceived to be meaningless.

At Trajectory, we believe that eight habits (characteristics and behaviors) will separate winning healthcare brands from laggards. We refer to these brands as Momentum Brands – as they possess the strength to grow on a stronger trajectory relative to their peers. When applied as a complete framework, they can help you to grow stronger customers, brands and business.

See the infographic below for what Momentum Brands deliver:

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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