Healthcare Brand Marketing
Our award-winning brand marketing services provide healthcare and wellness brands with marketing strategies that communicate their value and help them to stand out. Whether online, in print, on TV or on the radio, our brand marketing campaigns drive your brand’s message in a way that speaks to your audience. The healthcare and wellness industry is a crowded environment where it’s tough for brands to stand out, but Trajectory’s brand marketing methods are proven to inspire, engage, and move people to act.
Delivering Value That Turns Seekers Into Buyers
Brand marketing should help your organization stand out and build relationships in the crowded healthcare and wellness markets. Every type of buyer, whether they’re a customer, patient, physician or other caregiver, has a need, and an effective brand marketing strategy can show them how your brand is the answer to their need.
Why Healthcare Companies Need to Market Their Brand
Integral to building a successful business is creating a distinctive brand that strategically and creatively stands out in the crowded market. The next step is communicating that brand and creating experiences that introduce your brand to your chosen target audience and that strike an emotional chord with them.
What It Takes
To deliver the kind of messages and experiences that moves customers, brands and business, we ask these questions of our healthcare and wellness marketing work:
Is it relevant?
Every idea, no matter how unique, is worthless if it isn’t relevant to the brand and its audiences. All brand messages and experiences need to be put through this filter. Our job as the agency is to develop the brand message and deliver the experience that sits at the sweet spot of what the brand is about and what the audience wants.
Does it fit into today’s culture?
Next, we need to make sure the message is culturally relevant. Will people care? Does it fit into their lives? Will they be compelled to share it? We make sure the message is based on specific real-life insights, because that’s the work that engages people. Whether wellness marketing, skincare marketing or hospital marketing, consumer marketing or physician marketing, the same rules apply.
Is it fresh?
We then ask ourselves “is it new”? It doesn’t have to be a world first, but it should break new ground; and put us a step ahead of where we were yesterday. And our clients need to feel this way too. Meaning that it’s not just about being provocative and edgy. It’s about raising the bar and being surprising because it puts us and our clients on a new path or an area we haven’t really explored.
Is it memorable?
Consumers see approximately 5,000 marketing messages a day. Which means you’ve got to do something fairly remarkable to get somebody to remember you. At the same time, because advertising works by refreshing and building memory structures linked to the brand, you need to leverage the familiarity of your brand assets. Regardless of what we purchase, we use our memory to make the choice – so what comes to mind in that moment plays a big part in determining our choices.
Is it authentic?
When a brand rings true, people can not only tell the difference, they can feel it. They’re attracted to it, and want to be part of it. Living your values and beliefs fosters real consumer connections. But beware, because the opposite also holds true. If a brand puts on an act, the world will soon know.
Does it have emotional pull?
A brand with emotional pull triggers feelings – the instinctive attraction beyond rational reasons that inspire action and earn loyalty. And it’s about feelings more than anything. Once an idea makes a human connection, it sticks in your mind. Brands with emotional pull reach a deeper level in people’s hearts and a higher level in their minds. Sometimes marketing ideas are interesting but fail to move you. They lack empathy and fail to connect.
Can it spread?
A great marketing idea should be worthy of conversation. We aim to create work that can be amplified and get that extra stretch — pulling more people towards the brand and to each other. Beyond a transaction, we strive to create platforms for conversation, participation, collaboration and customer growth. Very simply, it’s about being useful – creating some kind of value-based benefit from your wellness marketing or healthcare marketing every time people engage with you.
For more information, contact Dan Jovanovic.