Your healthcare brand is only as strong as the customers you create. The customers who you advance through your marketing beyond what they can do on their own, and beyond the reach of competitors.
One important key to unlocking this value is the power of a BETTER QUESTION. Obvious questions yield answers that are more affirming and validating. Better questions lead to new perspectives, new insights, new ideas. They provide answers that lead you to “wow, I never thought about that in this way before”, “never imagined they felt this way before”, “never imagined they looked at their world this way before”, “never imagined we could provide value along these lines before.”
Better questions help you to see, think, believe and then give you the power to act in new ways. They’re questions that peel away at the outer layers of an issue to reveal new things about category, company, customer, connections and communication – to yield inspirational new insights and ideas.
Here are three tips to get to more provocative questions, and more inspiring answers:
1. Force new connections. It gets people out of the category and their comfort zone, but provides a frame of reference for them to relate back to.
2. Think short story. Ask a question that must be answered in the form of an elevator-like “short story”.
3. Personal instead of place. People have visions, values and feelings, places (organization’s) don’t. Make your questions personal.
Better questions lead to better brands, better marketing, better customers. Who then create better brands. And so it goes.