We recently produced a piece for a healthcare corporation with regards to external Marketing influences and thought we would share it. The principles will hold true for your business too... The business of providing healthcare services as a branding is very complex, and demands constant attention and evaluation. Imagine yourself as a first time patient or visitor to the healthcare provider or organization. The facility, the professional staff and the front door all play a role in the patient experience.
Successful healthcare branding is about consistently over delivering on the promise of an exceptional patient experience. Often, some of the most important elements that influence the branding message are neglected or forgotten.
Usually when we think of healthcare branding, the logo, the tagline, the brochure and marketing communications are the elements that are most focused upon. The image of the provider is so much more and starts at the door. The first impression is everything so whether the door is represented by a phone call to schedule an appointment or the actual door the prospective patient enters the practice or organization the branding message must be tied in. The patient experience and perception of the brand will be affected by more than what they see on a billboard, pamphlet or website. The full impact of the message is influenced with each patient and each visit.
INSIDE MUST REFLECT THE OUTSIDE
Successful branding is the entire experience that the patient has, the full relationship that the practice has with the patient and their family and friends. If you have ever been lured into the expectation of a great experience through marketing and advertising and then been let down because the promise was not delivered, you understand that the disappointment and, ultimately, anger is something that does not fade quickly.
When the external marketing is aligned with the exterior or actual healthcare provider experience then the promise is over delivered and the patient becomes an advocate and an even more effective part of the marketing plan. A positive recommendation goes much farther than any logo, tagline or pamphlet. The staff and facility have a lot to do with that positive experience and can overcome many objections and help communicate the message of the branding.
THE FRONT LINE
An emotional connection between the practice and its’ patients is the desired effect of clear and aligned branding. The staff and healthcare professionals are the easiest way to deliver on that emotional connection. If the staff doesn’t understand the branding message or how to communicate it, the patients aren't going to understand the message or the intended experience either. Without their assistance the message will effectively be lost.
Things to consider:
· Proper training is the most effective way to succeed with the message. All staff should be aware of the goals and the reasons why it's important to the practice.
· Always make the staff feel appreciated and rewarded when they communicate the correct branding messages.
· If the message changes make sure all staff is aware and able to communicate it effectively.
THE BUILDING SPEAKS THE MESSAGE
As the patient opens the door and enters the facility for the first time, they get an immediate message about the organization or practice. When the facility doesn’t align with the brand message and underwhelms it creates the image that the experience will be less than positive and the practice or organization loses a real advocate to the branding message.
· Location is always a heavy concern. In order to communicate a message of accessibility and ease of use, a location in a busy area might not be the best consideration. Again the overall message of the branding must be considered in all areas of the practice or organization.
· The front door can be the first impression so the appearance of the facility and upkeep should be carefully considered in communicating the brand message. The inner office and staff should complement that first impression and the outside should complement then, the inner office. This reinforces the brand message and makes it consistent all the way around.
· A new patient seeing the facility for the first time is evaluating all of the messages and perceptions that they had about the organization or practice. It’s important to look at the facility for the first time every day as well. This means notice the small things and correct them so that the first impression is aligned with the brand message.
BRANDING HIDES EVERYWHERE
It’s not enough to design a logo, devise a tagline, create a website or give out brochures in today’s fast paced healthcare environment. This environment demands consistence and reinforcement in every area of the healthcare providers business. If advocates for the message are desired then a clear message and effective brand must be represented in everything from the usual materials, through the staff and the facility as well. The brand is who the organization is, but the way it is communicated is what the organization means to the patient.
You can develop a quality campaign or struggle with this external marketing on your own or you can contact JAX at http://www.JAXDzign.com/contact.html, for a professional opinion and the assistance you've been searchin. Check out our group on Facebook or send an email and we would be happy to create a perfect campaign for you!
