category / healthcare

Jul
30

My health brand, my way – providing personalized health and wellness brand experiences

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Who’d have thought that Burger King could see into the future of health brand marketing. Remember their “have it your way” campaign? Were they really ahead of the curve in customizing brands to meet our individual needs.
From custom protein shakes, to skin care products, beverages and even senior-focused retailers such as HOJO in Lyon, France – providing “just-for-me” experiences is the most effective way possible to ensure brand relevance and connection.
One important impact of this, however, is how companies individualize the associated customer service experience to align with brand delivery.

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Jun
17

The Power of Brand Story

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Was at dinner with a client the other night, and we ventured into a conversation about our agency’s ultimate value. We were considering that it might be our ability to craft and tell their brand stories – in authentic, simple and remarkable ways.

A well-crafted story

• raises awareness
• changes perceptions
• reinforces existing relationships
• creates new ones
• generates sales

…and (should) inspire and connect all employees whose consistent delivery of the story is critical to ultimate business success.

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May
14

A Look Back: Ten brands to watch in 2001

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Found a very old issue of Brand Marketing, and thought it would be fun to report on their “top ten brands to watch in 2001.”

1. Amazon
2. America Online
3. AT&T
4. Hillary Clinton
5. Firestone
6. Napster
7. Nokia
8. Onstar
9. Revlon
10. xfl (upstart that challenged the NFL, with a bunch of players who almost made the NFL)

As the magazine reported, the list includes some that are in the ascendant, others that are definitely teetering and still others that will simply demand attention no matter which way they break.

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Apr
27

The Brands Called Obama and Clinton

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No doubt about it, we have two strong brands squaring off here. Both have strong points-of-view, personalities, agendas [at least we hope] and own strong associations. Both have strong voices. And they both have tremendous stamina.

But which one of these brands is more relevant given the state of the country and the world today – culturally, socially, politically, economically. Which one has the ability to serve as beacon to inspire and guide. Which one do you want to be part of your life for the next four years [at least].

More than any time in our recent history, probably due to the non-stop exposure and transparency that our media channels provide – there’s just so much conversation everywhere about these two candidates. About these two brands. And oh yea, about McCain.

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Apr
16

Are All Brands Created Equal?

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I’m readying a speech for a client’s national convention, and am thinking that an interesting topic might be are all brands created [born] equal? Do they have equal chance of growing up to be all that they can be? Of being nurtured to reach their full potential? To make the most of their talents and ambitions.

But nurture plays a huge role in helping a brand be all that it can be. Because implicit in nurture is being nurtured. Nourished with a compelling and differentiating big idea. Nourished with parents who watch over it to insure that it keeps its promises. Nourished to insure that it’s not extended beyond its natural born talents. And that it’s mature enough to participate in conversations with those who might invite it into their lives, as opposed to simply talking at them.

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Apr
03

The Self-Congratulatory Brand Called CNN

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Don’t know about you, but I’m tired of being told every ten minutes by Wolf Blitzer (underscored by the CNN ticker) that here’s the story by the best political team in the business. Can’t think of any other brand that continually boasts to its consumers that we are the best in the business . We all grew up being taught that actions speak louder than words. Think it might have been in second grade. Guess the staff at CNN, or maybe just Wolff, skipped a grade.

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Mar
25

Brand Appeal: Consumer Needs Versus Wants

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Had a conversation with one of our clients the other day about needs vs. wants as a driver for product development. He’s facing resistance from folks within the organization still focused on satisfying “functional” product/service needs. But fulfilling needs is not the end game.

“Needs” is a category-based concept. People need detergent, need new sneakers, need a new car. But they buy brands based on wants. Based on how these brands make them feel, and reflect positively upon them in your presence. It’s why they choose Tide because they want to feel like they’re doing the best for their kids, buy Nike because they want to be like Mike, buy a Mini because they want the status and prestige of affordable cool.

But to identity wants, you need to be rooted in your consumers world. To understand their motivations and desires. Beyond their stated needs, which won’t move you beyond the status quo. And then you need to align this understanding with what makes your brand different and special.

Cater to needs, and you’ll quickly be displaced. Appeal to wants and desires, and be the only one to be able to deliver your unique bundle of benefits, and you’ll insure your relevance, differentiation and connection.

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Mar
20

A great brand starts with passion

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We had internal Discovery Sessions with a client this week – from senior leadership, to team leaders across Marketing, Sales, Finance, Product Development and IT, to employees who have worked in the organization for twenty years and those who’ve yet to celebrate their first anniversary. Across the board, they’re passionate about what they do and the contributions they make to the world.

This organization, as successful as they already are (though still facing big challenges), will continue to be leaders in their space. Because they’re relentless in their pursuit to be more than they are today – genuinely committed to raising their game. They also display other wonderful traits – they have open minds, they don’t pretend to have all the answers, they are genuinely desiring of our insights and ideas, they want to be pushed. But no one will push them harder than they do themselves.

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Mar
10

Think of your consumer as another healthcare channel

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No longer do you sell your healthcare services through the traditional channels. Your consumers have not only begun to direct marketing messages, they are also delivering those messages. Which means they have become a part of the Channel. 

So healthcare marketers need to learn how to utilize this new channel opportunity. The tactics are going to be different than for traditional channels, but the potential benefits are tremendous in terms of:
• spreading the word 
• relevance of the messenger
• credibility of another consumer 
• believability

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Feb
20

How do your health brand strengths align with your customers deisres

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Do you ever take time during the day to ask yourself this simple question: is our brand strong enough to be the one that customers will want to do business with next year? Or 2-3 years down the road? 

Why do customers seek out your brand? What do they expect to see from you; to gain from you? And where do they think/do you think you really shine? There are many other questions like these, and they’re important to answer. Because as easy or hard as it is for you to answer them, so too is it for your customers. 
Here are a few ideas for you to ponder as your brand grows and matures. 
• explore your strengths: what do you do best, what do you have the ability to do that you’re currently not doing, what should you be doing to build your strengths for the future
• express your strengths: are they “brandable” as unique processes or services; which others can be used to build your image with current and prospective customers
• extend your strengths: how can you leverage your strengths in specific areas where you have little or no experience – through new products and services, with new partners, through new channels.
So, are you strong enough?

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