Shannon Caulfield, Author at Emotive Brand

Healthcare Brands, A Time of Transformation

The healthcare industry is undergoing a massive transformation – and it’s about time! As new players emerge in the market, they expose the cracks buried deep within our bureaucratic medical system. Upstarts shine a light on unmet consumer needs and are sparking a shift in focus from provider to patient. This forces the entire healthcare industry to begin to explore the need for a holistic patient experience instead of a messy set of siloed solutions.

If patients focus on value, healthcare brands are wise to follow suit. Just because the medical space is complex doesn’t mean healthcare brands must be too. In a country where the medical industry is notoriously difficult for consumers to navigate, simplicity and consistency go a long way.

Getting Valuable

If you’re thinking about overhauling your healthcare brand, we’ve got some ideas. Below are three key ways we at Emotive Brand have seen the best healthcare companies communicate their value during this era of transformation.

1. Don’t stop at data when it comes to digital.

From automating the billing process to streamlining medical records, digital technology has had such a strong impact in the medical industry. It doesn’t stop with data, however. Medical brands can and should engage with patients and prospects in the digital realm.

United Healthcare, for example, launched the award-winning “We Dare You” campaign, an online program that challenged women to make healthy choices each day in exchange for a reward. Not only did United Healthcare gain access to the data that came from patients interacting with the campaign, it earned a reputation as being trendy and youthful, especially in comparison to its less tech-savvy competitors. It’s time to start up that Instagram account, people.

Lyra is another patient-centric brand with a strong digital strategy. Their smart design system removes the friction out of mental health care for patients, employers, and therapists. In a world where employer-based mental health programs are typically opaque and limited, Lyra is able to match people with a wide variety of practitioners using granular detail to find just the right fit.

2. Don’t skimp on design.

Many patients have low expectations for what we’d call the “user experience”. The painfully lack-luster facility design of clinics and hospitals likely has something to do with it. If you’ve seen one bland waiting room, you’ve seen them all, right? One Medical, however, has disrupted this sea of sameness by means of great design—and improved the patient experience in the process.

Their offices evoke a sense of comfort. It feels more like a spa, not the sterile, clinical rooms that dominate most facilities. Their logo—a simple, attractive and inviting design—acts as a foundation for their identity system.

One Medical repeats this design in the geometric features of their office décor. This people-centered approach plays a paramount role in spreading awareness of the ten-year-old company. Many medical practices are following their lead: 53% of healthcare providers have invested in facility improvements in 2018 to enhance patient experience (PWC). So, take advantage of the foot traffic in your waiting rooms and replace the bland décor with something that connects with the fruitfulness your brand.

3. It’s not always all about you.

The healthcare industry exists because of its patients, so why not tell your brand’s story through the lens of those who you serve? Showcasing research studies may be a solid acquisition strategy, but why not take it a step further and share your patients’ success stories? St. Jude’s Children’s Research Hospital employs this tactic on its website with its “Meet (Patient Name)” campaign where the hospitals demonstrate how its brand changes lives. The Mayo Clinic’s brand ambassador program, Mayo Clinic Champions, is another example of using patients as a vehicle for storytelling. Consumers love to read reviews before purchasing anything – let the patient success stories speak for themselves!

This is such an exciting time for healthcare. When you can position your brand well in the rapidly evolving market of consumer-centric, value-based care, you capture an incredible opportunity for growth. Don’t get left behind!

Emotive Brand is a San Francisco brand strategy and design agency.

Brand Growth Despite Growing Competition

Brands saturate our world. They are all looking to innovate faster, compete harder, and disrupt bigger. Why? Competition is tough – from both emerging and established brands. This forces companies to always be on their toes.

But competition isn’t always a bad thing.

Competition is what gives brands the motivation to do better and be better. If your market is crowded, it doesn’t mean your employees must work 18-hour days or that you have to outspend on advertising. Instead, what you really need to do is work smarter.

Here are some ways you can grow your brand even when you’re not the only player on the field.

Growing Awareness in a New Category: Make Competitors Your Allies

It might sound destructive, but partnering with competitors can actually benefit your brand – if you do it right. This is an especially good tactic when you compete in a new category. And you’ll likely find willing partners. In fact, 74% of companies are open to supporting opponents as a means for building brand or category awareness. Take kombucha, the drink of choice for Silicon Valley and hipsters everywhere. During the category’s early stages, the awareness rate was only 20%. Companies such as Health-Ade and KeVita went to tea festivals together and handed out samples of their products to spark buzz around the fermented drink. They came together with a shared mission of raising awareness and realized they could make a bigger impact together than separately. In turn, each brand was able to grow over time as the category grew into one of high demand.

Growing into New Segments and Channels: Take a Leap into Something New

If you aren’t ready to join forces with the competition, a co-branding partnership may be the perfect way to step out of your category’s predefined box. American Express and Foursquare, both players in the payments industry, leveraged each other’s reach to solve a unique motivation. American Express used Foursquare’s platform to offer discounts to their cardholders, reach a younger, tech-centric audience, and expand their merchant network. Foursquare leveraged the Amex partnership to push more users to shop via their phones, increasing user traffic. This cooperation gave each brand the data to reach new market segments, expand into new channels and, ultimately, elevated each brand’s position.

Growing Brand Loyalty: More Rewards, More Brand Love

Financial success does not equate to long-term loyalty. The modern-day consumer demands that brands deliver personalized experiences. Loyalty programs, in particular, connect brands with consumers and gives them a reason to stay. When AAA entered the market, for example, their primary value was emergency assistance. While this offering has been well received in the market, AAA established an even greater reason for their users to continue using the platform by offering third-party discounts and rewards. That value goes well-beyond a jump start.

Think Creatively to Grow

If you feel the only way you can compete is with expensive ads and promotions, think again. It takes a little creativity and effort to try unconventional tactics but, we promise, it will be worth it. And we’re happy to help.