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Healthcare Branding: Make your company stand out in 2021
Why is Healthcare branding so important? Branding is a marketing practice used to make a company easily identifiable to consumers. Not only is branding important for making your business memorable to a customer, it also tells them what they can expect from you!
Here are 5 starting points for Healthcare Branding:
Brand Identity
What is brand identity? Brand identity is the visual element of your brand that allows your customer to instantly recognise your business.
Visual elements might include:
✓ Email signatures
✓ Letterheads
✓ Logo
✓ Product Packaging
✓ Signage
✓ Website
Why is Brand Identity so important? Your brand identity communicates your company’s personality to both current and potential customers and is intended as a promise to the customer as a relationship is forged.
It is important to be consistent with your identity through your brand to create a strong brand identity whilst building brand awareness and loyalty.
Content
What is the content? Content is the creation and distribution of value, relevant and consistent content, that attracts and retains customer attention.
Content can be created in many forms, including:
✓ Videos
✓ Patients’ Stories
✓ Tips in the form of a blog
✓ Infographics
✓ Webpages
✓ Podcasts
✓ Q&A
Why is content so important? Producing relevant, engaging, educational content is key to reassure your customers that you are a leader in the healthcare industry. It also boosts your search engine ranking, making your site a trustworthy source of information.
Brand Positioning
What is brand positioning? Brand positioning is the action of positioning your healthcare brand in front of your target customer’s mind. This is probably the most fundamental aspects of healthcare branding.
How to create a strong brand positioning strategy:
✓ Identify your current brand positioning
✓ Determine your competitors
✓ Research how your competitors have positioned their brand
✓ Identify your unique selling point (USP)
✓ Develop your positioning statement
✓ Test your brand positioning statement
Why is brand positioning so important? No matter if you haven’t created a brand position, your brand will be perceived by customers in a certain way. Taking control and redefining your brand position provides you with an opportunity to differentiate your brand compared to your competitors.
Digital Marketing
What is Digital Marketing? Digital marketing uses the internet, mobile device, social media, search engines and other digital channels to reach out to potential customers.
Digital marketing methods are made up of:
✓ Content Marketing
✓ Social Media
✓ Search Engine Optimization (SEO)
✓ Email Marketing
✓ Inbound Marketing
✓ Pay Per Click (PPC)
✓ Affiliate Marketing
Why is Digital marketing so important? Over the last week, there have been 8012 thousand (Google Trends) searches for ‘Healthcare’ in the UK. This makes digital marketing a valuable way for healthcare brands to engage with their customers and reach a larger audience.
Digital Marketing offers the ability to engage with customers in real-time. It also offers the ability to track current digital marketing efforts and adjust them according to results.
Healthcare customer experience
What is a healthcare customer experience? Healthcare customer experience is any and all touchpoints that a customer is in contact with your brand, before, during and after service/purchase.
Touchpoints encompass:
✓ Website
✓ Personalised emails and text messages
✓ Mobile app experience
✓ Online chats
✓ Social Media
✓ Any form of communications
Why is healthcare customer experience so important? The ultimate judge of your brands’ success is aligned with your customers’ experience. This means your brand experience needs to be consistent across all touchpoints.
Customers are the top priority when it comes to healthcare, there is nothing more important than a happy patient that trusts you and your brand. Customers relate and trust people over services/products. Having a humanized brand that offers personalised experience encourages trust and builds a relationship.
I hope this article has given you a start to Healthcare branding. ClearBrand have worked with multiple healthcare companies in Berkshire, allowing us to thrive as a marketing and healthcare design agency specialist. To see some healthcare brand examples and to get in touch visit us Here.
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Article written by ClearBrand, January 2021.
To get in contact about working with ClearBrand on a healthcare project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.
