Insight for healthcare marketers – it's not about you that matters
People really don’t care about your products and services. This might be tough to accept, but it’s true.
What people do care a lot about, however, is how you make them feel about their decisions. How you help them improve their lives. How you help them achieve what they can’t on their own. And for healthcare marketers, these benefits translate into pretty important outcomes, from preserving life, to being able to live healthier and happier lives.
This is the incredible connecting power of your brand. By being about them, but having a strong vision about your place (what it is and what it can be) in their lives. This is the stuff that cements relationships, builds advocates, drives loyalty, gets people talking about you, creates communities and attracts others to you. This is the enormous power of your brand to help you achieve what your business alone can not.
So why do we keep talking about us? How caring we are. How celebrated we are. How trustworthy we are. How smart we are. How about turning the dial 180 degrees to the care they want. The recognition they deserve. The trust they desire. How smart they are. And how about paying this off with actions versus words (but more about this tomorrow).
Be more about your customers, and they’ll be all about you.
Any comments to share?
I'm President of Trajectory. We re-energize businesses across the health continuum by helping our clients to imagine and create new value. Before Trajectory, I was EVP Management Board member at Interbrand, the world's most influential brand consultancy. I've also held senior level marketing positions at Faberge, L'Oreal and Beiersdorf.
November 23rd, 2009 at 12:15 pm
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True, & apply 2 mrktng any service: RT @ericbrody: Insight for healthcare marketers – it’s not about you that matters [link to post]
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November 23rd, 2009 at 2:38 pm
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Insight for healthcare marketers – it’s not about you that matters [link to post]
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November 23rd, 2009 at 2:39 pm
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RT @ericbrody: Insight for healthcare marketers – it’s not about you that matters [link to post]
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December 22nd, 2009 at 11:07 am
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Insight for healthcare marketers – it’s not about you that matters [link to post]
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December 22nd, 2009 at 1:35 pm
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RT @TrajectoryLLC: Insight for healthcare marketers – it’s not about you that matters [link to post]
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February 10th, 2010 at 4:12 pm
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Insight for healthcare marketers – it?s not about you that matters [link to post]
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