Healthcare Brand Marketing
Our award-winning brand marketing service provides healthcare and wellness brands with marketing strategies that communicate their value and make them 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 grips your audience. The healthcare and wellness industry is a tough environment for valuable brands to stand out, but Trajectory’s brand marketing methods inspire, engage, and move people to act.
Delivering Value That Turns Seekers Into Buyers
Brand marketing can help your company stand out and build relationships in the overcrowded healthcare and wellness market. Every type of buyer, whether they’re a customer, patient, or physician, has a need, and an effective brand marketing strategy can show them how your brand fulfills their need.
Why Healthcare Companies Need to Market Their Brand
The first step to building a successful business is creating a unique brand that stands out in the crowded market, one that grabs attention. The next step is communicating that brand. This is where brand marketing comes in to introduce your brand to your target audience and to spread messages that they’ll never forget. The goal is for your audience to become familiar with your brand and come back every time.
What It Takes
To deliver the kind of messages and experiences that moves customers, brands and business, we ask these questions of our 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 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 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.
Is it simple?
We should always be able to explain our creative idea in a sentence. Our creative process might be complicated and a bit messy, but if the end result is also complex then it’s not going to work. Is the brand message clear in a tweet, a six-second pre-roll, a 15 second tv spot? Because that’s pretty much all the time we’ve got these days. If people don’t get interested your brand message right away, they’ll often just ignore the work.
Will it spread?
An idea needs to 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.