Problem: Faltering Brand Experience

As long as word-of-mouth marketing is the most effective form of healthcare marketing – which it always will be – what a patient tells a friend, relative, or neighbor about their experience in your facility will always trump the most creative, best-executed advertising campaign. And whether you like it or not, your brand is being determined by the cleanliness of your restrooms, the interaction between caregivers, the wording of your policies and procedures, how the person at the front desk greets patients and family members, and the help they receive when they call your billing department.

Misfire on any one of these issues – and there are dozens more we could list – and your brand is doomed. Because it’s not what we say your brand is that makes the brand; it’s what your customers say it is – and this is defined by every interaction that takes place between you and them. In short, if your brand is failing, it’s because the experience you provide is failing, too.

Solution: Operational Brand Assessment

As part of our five-phase Brand DNA methodology, strategicplanningMD provides an Operational Brand Assessment designed specifically for healthcare organizations. Unlike conventional research methodologies that focus on the external brand, the Operational Brand Assessment assesses the strength of your brand from the inside out. This powerful assessment tool identifies key areas where your brand can benefit the most. We take a holistic approach to the issue of branding, based on a philosophy that a strong brand is not only the result of effective marketing, but also effective organizational vision, structure, management, internal communication, and training, among other things. The Operational Brand Assessment:

  1. Identifies perceived and actual brand attributes and helps an organization determine what its brand can and should stand for, providing an anchor for all branding activities.
  2. Identifies core brand messages that “speak” to various internal and external audiences.
  3. Uncovers underlying organizational or marketing issues undermining the success of the brand.
  4. Shows the alignment of perceptions and attitudes of executive management, middle management, staff, physicians, and patients.
  5. Identifies perceptual gaps among internal and external audiences on key brand dimensions.
  6. Recommends specific areas in which the organization needs to improve in order for the brand to reach its full potential.

If you want to create a brand experience that will enhance your position in the marketplace, then call us at 800-535-1559. We’ll show you the possibilities that exist.