Healthcare Branding

Earn Media from Earned Media Strategy

Earning Media in Changing Media Landscape

earn media from earned media strategy - marketing your hospital.

There was a time when the media strategy for increasing brand awareness of your hospital revolved around earned media. How many media pickups did your press release earn, and what was the ad value? It all seemed so simple then.

The times, how they’ve changed. Social media came roaring in to wedge its piece of the communications pie. Suddenly, three media categories made way for a fourth and a new acronym emerged—PESO: paid, earned, shared and owned media.

Amid this shakeup, along with shrinking newsrooms, earned media often seems undervalued. However, don’t overlook the value of a front page headline or lead story on the 6 p.m. newscast.

The playing field may have changed. But, with a few strategy changes, earned media can still drive brand influence, reputation and growth. Here are four changes you can make when crafting your strategy to earn media coverage.

1. Change the pitch

Keep pitches brief, to the point and relevant. Long, everything-but-the-kitchen-sink approaches all but guarantee one result—delete.

Despite shrinking newsrooms, smaller staffs don’t equate to fewer responsibilities. Reporters continue to produce more content and with quicker deadlines.

State the most important facts in the first couple of sentences. Seasoned journalists need no more than 150 words to decide if there’s a story. Avoid technical, medical jargon. Keep it simple by distilling information into layperson terms.

Consider deconstructing the pitch. Instead of starting with what your healthcare organization wants to push to the media and the public, start with the journalist in mind. Then tailor a pitch to that particular reporter. Media-first pitching relies on finding exactly the right journalist to deliver your story to a specific audience rather than crafting the story first and trying to retrofit it for everyone on your media list.

2. Change the delivery process

Streamline the pitch process to better capture a reporter’s or assignment editor’s attention. Copy and paste press releases or advisories into an email. Limit attachments. Make assets easy—no extra passwords or email confirmations. Additional steps can eliminate interest in your pitch.

Know the media outlet and who you’re pitching for earned media. Developing relationships with reporters, as well editors and producers, is 50% of the challenge. Following outlets as well as individual newsroom staff keeps you informed about trending topics and areas of interest.

Offer options with your pitch. Provide evergreen topics along with last-minute story ideas. When doing this, make sure you’ve lined up sources, facts and other assets to prevent delays that could impact your credibility.

Deliver everything on a silver platter—experts, images, videos, factsheets, stats, research and even graphics.

3. Change who you’re pitching

Journalists depend on credible outside sources to add credibility to their stories. In crafting your media pitch, identify internal experts who can provide valuable knowledge and insights while also speaking to a mass audience.

A report from the University of Texas at Austin Center for Media Engagement reveals that journalists and scientists generally trust each other. Don’t overlook internal scientific voices. Presenting your hospital administrator or CEO to address economic challenges for healthcare is appropriate. However, when a reporter reaches out for information about the latest COVID variant, they want a physician to address the topic.

Being presented by the media as a thought leader in your community raises awareness of your brand. It also helps to build the reputation for individual experts and service lines. Having one of your oncologists featured in a front-page story about rising cancer rates among younger people in reaction to the Princess of Wales announcement can make a powerful statement for your cancer center.

4. Change the ROI conversation

One challenge that marketing departments have when defending the value of earned media often hinges on ROI. To change that conversation, help the C-suite to understand the value of earned media in raising brand credibility and reputation over time rather than measuring immediate return on investment.

Consumers still trust earned media over paid because it’s impartial and objective. Earned media—particularly with today’s crossover among print, video-broadcast, digital and social media platforms—greatly expands the reach of messages. Analytics tools and media monitoring software also make earned media more measurable, which helps to address ROI questions.

Even with the plethora of new technology and communication channels, continue to embrace earned media as a driver of brand influence and growth.

The Power of Brand Storytelling in Healthcare Marketing
Text overlay says "The power of brand storytelling in healthcare marketing." image features a smiling nurse facing an elderly male patient.

An efficient and effective way to build a brand is by telling a good story. Authentic experiences, testimonials, and success stories help humanize your healthcare brand and connect emotionally with audiences.

How Storytelling Elevates Your Healthcare Brand

Storytelling plays a significant role in boosting your healthcare brand in several ways:

  1. Emotional Connection: Brand storytelling can evoke emotions and create connections with audiences. In healthcare marketing, this emotional connection helps patients feel cared for, understood, and supported.
  2. Engagement: Brand storytelling captivates attention and engages the audience more effectively than facts and figures alone. With compelling stories, you can capture the interest of the target audience and keep them engaged with the message.
  3. Education: Brand storytelling can educate patients about health conditions, treatment options, and preventive measures. Through storytelling, complex medical information can be simplified and made more relatable to the audience.
  4. Building Trust: Trust is essential in healthcare, and brand storytelling helps build trust between providers and patients. Sharing authentic narratives about patients’ experiences or the expertise of their providers can foster credibility and trust.
  5. Inspiration and Hope: Healthcare stories can inspire and provide hope to patients and their families. Stories of successful treatments, recovery journeys, or individuals overcoming health challenges instill optimism and motivate others.
  6. Differentiation: In a crowded healthcare market, brand storytelling helps brands differentiate themselves from competitors. With unique stories highlighting their values, mission, and commitment to patient care, healthcare providers can stand out from the crowd and attract patients who resonate with their narrative.

Overall, storytelling in healthcare marketing humanizes the brand, creates connections, and delivers important messages in memorable and impactful ways. From videos on websites and social platforms to ad campaigns featuring personal narratives, position unique and interesting storytelling at the heart of your healthcare brand strategy.

Every story starts with a hero, and that hero is the patient—not the brand. Consumers have long sought authenticity, with 88% of them using it as a measurement in deciding what brands they support. Real and authentic interactions are key to capturing an audience, building community and creating brand loyalty.

Whether storytellers are patients, physicians or even executives, they should share genuine narratives rather than brand platitudes. You want the viewer, reader or follower to connect emotionally with the story and storyteller.

Share stories across all digital channels, along with public relations tactics and owned outlets such as the brand website, blogs and podcasts. Here are ways to maximize the impact of storytelling for healthcare brands.

Share brand stories on social

Stories are best shared on social as videos, so know your audiences. With more than 1.6 billion users worldwide, Instagram remains popular across all age groups. Gen Zs visit TikTok more often, but they still rank Instagram among their favorite channels, as do Millennials. The platform also attracts 47% of Gen X-ers and about 25% of Baby Boomers using social media.

Facebook and YouTube are better options for targeting older audiences. With 3 billion monthly users, Facebook attracts more than any other social app. Boomers and Gen-X’ers make up the highest percentage of its audience.

YouTube reaches across generations—Gen Z, Millennials, Gen-X’ers and Baby Boomers, who rank it as their second favorite media app behind Facebook.

TikTok is the platform for Gen Zs. Despite actions from Congress, TikTok isn’t expected to disappear anytime soon. The 21st Century Act gives ByteDance nine months to close a deal with a new owner. That may be delayed by extensions and court cases.

Keep stories short

Even the best stories are best shared as micro-content—snackable, bite-size messages that can be consumed quickly. Generally, keep it under 30 seconds, whether video or text post. Save long content for websites, blogs and podcasts.

A fairly new marketing tactic is to leverage micro-moments. These help capture fleeting moments of consumer attention. In these touch points, consumer interest intersects with the digital realm.

Healthcare marketers can capitalize on micro-moments when trending topics such as Princess Katherine’s cancer and actress Christina Applegate’s multiple sclerosis dominate news cycles. If you have patient stories that touch on timely issues, push the content to satisfy consumer interest.

Leverage stories through earned media.

Don’t overlook media relations when you have an interesting story to tell. Journalists are basically storytellers. In today’s multi-media landscape, they have multiple platforms for sharing stories, as they’ve morphed into journo-influencers.

Despite criticism of the media, research shows that 90% of consumers have faith in earned media. Placing a story with a local print or broadcast journalist can increase brand credibility, reputation and audience engagement.

Keep in mind that newsrooms continue to shrink while journalists’ responsibilities increase. Marketing strategists who carefully craft a story, capture assets and build strong relationships with media contacts have more success placing stories.

Human stories and human connections help humanize your healthcare brand.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to learn more about how we can help you tell your story.

Enhancing Patient Engagement: Balancing Information and Inspiration in Healthcare
Text overlay says "enhancing patient engagement: balancing information and inspiration." Image of a doctor speaking with elderly female patient.

Patients often seek both inspiration and information from hospitals, but their primary needs can vary depending on their situation and mindset. When they are sick, experiencing troubling symptoms, or reacting to a trending health topic, they want information. In cases of a diagnosis or a desire to be healthier, they often seek inspiration from healthcare providers. So, how do you know which to prioritize from a marketing perspective? Know your patients and give them what they want.

Building an Information Highway

At its most basic, healthcare is about helping people. Hospitals provide services and experts to treat them when they are sick, to diagnose their illnesses, and to help them manage their health and well-being.

Clinical Information

Marketers should present relevant information at each stage of the patient journey. Patients want clear and accurate information about their medical condition, treatment options, procedures, and outcomes. This helps them make informed decisions about their healthcare.

The stages of a healthcare journey include experiencing symptoms, doing online research, receiving a diagnosis, undergoing treatment, and ongoing management. Reaching the patient at each stage by educating them on your services, providers, and technology helps strengthen trust and patient engagement.

By leveraging internal patient data and monitoring digital analytics, you can identify your audiences and track their needs. When sharing information, remember:

  1. Be authentic. Audiences are savvy, particularly Millennials and Gen Z’ers. If you have to think about being authentic, then you’re probably not being real or connecting to the audience. Authentic content is key to patient engagement and building community.
  2. Humanize the message. By its nature, healthcare can be elitist and complicated. Your messages should not be. Meet the human needs of your patients with content that informs their decisions. They aren’t impressed with pretentiousness and medical jargon; they just want the facts.
  3. Counter false information. With election season underway, false information is rampant. The pandemic demonstrated the deadly outcomes of health misinformation that conflicted with scientific evidence and disinformation—the deliberate spread of misinformation for money, power, or reputation. Monitor what’s trending, especially on social media, and counter falsehoods with information from your healthcare experts.

Logistical Information

Along their journey, patients may also need practical information such as hospital policies, visiting hours, discharge procedures, and insurance coverage details. Here, the role of the marketing department merges with customer service.

  • Post FAQs prominently on the website, on social media, and other public-facing channels.
  • Use Reels and other short videos to respond to general questions. Utilize social media channels as customer service forums.

Every marketing strategy and tactic should be patient-focused. The abundance of patient insights that you have makes that task easier than ever before. If website analytics indicate high traffic searches for providers and online appointments, that’s all you need to know. Position those modules front and center on your homepage for optimum user experience and patient engagement.

Inspiring the Patient’s Healthcare Journey

Whether a patient receives an unsettling diagnosis or wants to improve their overall health, they often seek inspiration along their journey.

Provide Hope and Support

Patients and their families often look to hospitals for inspiration in terms of hope, encouragement, and emotional support. This could be through success stories, testimonials, or compassionate care from hospital staff. Patient testimonials provide relatability and emotional connections, which may influence decision-making or bolster recoveries. A 2022 study shows that patient satisfaction can be improved by relationship marketing tactics such as storytelling, enhancing patient engagement.

Encourage Wellness and Motivation

Inspiration for patients to improve their general well-being can also come from wellness programs, patient empowerment initiatives, and educational resources that promote a healthier lifestyle and recovery.

Consistently monitor what’s trending on social media to tap into health and wellness topics that may interest your audiences. Collaborate with your providers to craft content for the website, social media, blogs, and podcasts that position your hospital as a credible source of information.

While patients primarily require accurate information to manage their health effectively, they also benefit from inspiration that enhances their emotional well-being and motivation during their healthcare journey. Hospitals that balance both aspects effectively can provide a more holistic and supportive patient experience, leading to higher patient engagement.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to learn more about how we can help you tell your story.

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How to Choose a Brand Name: Strategies for Healthcare Brands

The Importance of a Name in Healthcare Marketing

In the evolving and competitive healthcare industry, the question of how to choose a brand name for healthcare facilities is increasingly crucial. It’s not just about a label; it’s about crafting an identity that resonates with patients and stands out in a crowded market. The right name can significantly influence patient choice, setting the tone for the entire patient experience. Today’s healthcare market demands more than just traditional advertising methods. A healthcare facility with a strategically chosen name often wins the game.

First Impressions Matter in Healthcare Branding

A well-chosen name creates a powerful first impression for your healthcare brand. It goes beyond mere words; it conveys a message about the care and services offered. Hospital names that evoke medicine, health, longevity, and care are more appealing to potential patients. This is especially important in today’s fast-paced world, where decisions are often made quickly based on initial impressions. The choice of name can be a deciding factor for a newcomer seeking medical attention, making it crucial for healthcare marketers to select names that emphasize wellness and patient care.

Building Trust and Reputation Through Naming

The name of a healthcare facility plays a significant role in building trust and reputation. It’s the first point of contact with the community and sets expectations for the level of care and expertise provided. Patients often associate a hospital’s name with the quality of care they expect to receive. This trust is vital in a field where choices can have significant implications for health and well-being. Therefore, when rebranding or choosing a name for a new facility, it’s essential to consider how it will impact the trust and reputation that the facility has built or aims to build.

Evolution of Hospital Names and Branding Trends

The healthcare industry has seen significant changes in recent decades. In response to growing consumer-demand for convenience, hospitals spent years of time and millions of dollars rebranding to “health systems” and incorporating a wider range of care facilities and services. The business model for these health systems evolves yet again as they ad ancillary retail pharmacies, urgent care clinics, telehealth, at-home health platforms and more. The word “System” is being dropped for just “health” in the name.

Simplification and Clarity in Healthcare Brand Names

In the current media environment, where consumer attention is fleeting, simplifying healthcare brand names has become more important than ever. A simple, clear, and memorable name can significantly impact a healthcare facility’s market presence. It’s not just about being catchy; it’s about being accessible and easily recognizable. This simplification helps in cutting through the noise of the media landscape, making healthcare brands more visible and memorable to potential patients. A crucial aspect of choosing a brand name, especially when rebranding or launching a new healthcare facility, is selecting a name that reflects the public image and resonates with the intended audience.

Key Standards for a Successful Healthcare Brand Name

When considering how to choose a brand name in healthcare, it’s essential to ensure the name meets several key standards. It should convey trust and reputation, indicating a reliable and high-quality care provider. It should also communicate credibility and expertise, especially if the hospital specializes in certain medical services. Additionally, a good healthcare brand name should reflect accessibility and convenience, signaling to patients that care is readily available and tailored to their needs. Balancing these elements is essential for creating a name that not only attracts attention but also fosters a lasting relationship with patients.

Conveying Credibility and Expertise

In healthcare branding, a name that conveys credibility and expertise can be a significant differentiator. This is especially crucial for facilities specializing in specific areas of medicine. A name that reflects a facility’s unique strengths and areas of expertise can help patients quickly identify the most suitable place for their specific healthcare needs. This aspect of naming is about more than just marketing; it’s about guiding patients towards the best possible care and enhancing the overall healthcare experience.

Reflecting Accessibility and Convenience Through a Brand Name

In today’s fast-paced world, accessibility and convenience in healthcare are more important than ever. A brand name that suggests ease of access, such as walk-in availability or a wide range of services under one roof, can be incredibly appealing to patients. This aspect of healthcare branding is about communicating a commitment to patient-centered care, where convenience and accessibility are prioritized to meet the needs of the community.

Emotional Connection and Patient Perception

The emotional impact of a healthcare brand name cannot be understated. A well-chosen name can reduce the anxiety and stress associated with medical visits, creating a perception of comfort and care. This emotional connection is crucial in healthcare, where the patient experience is as important as the medical care itself. A name that resonates emotionally with patients can enhance their overall experience, fostering a sense of trust and comfort from the very first interaction.

The Comprehensive Impact of a Well-Chosen Name

Mastering how to choose a brand name in healthcare is a vital component of effective healthcare marketing. It’s more than just a strategy; it’s a crucial aspect of how patients perceive and experience care. The right name encompasses trust, credibility, accessibility, and emotional comfort, contributing significantly to the patient’s journey and the overall success of a healthcare facility.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

Reputation Management in Healthcare: The Key to Correcting Misinformation

Reputation management is pivotal for hospitals and healthcare systems. Its effectiveness directly impacts the quality of healthcare services and ensures patient trust. Without a credible reputation, everything else pales in comparison. Quality scores, the latest technology, physician reviews, and patient experiences all matter. Addressing and correcting misinformation, especially in today’s digital age where rumors can spread rapidly, is a critical component of reputation management in healthcare.

A hospital’s reputation is a mirror of its medical proficiency and its unwavering dedication to patient care, safety, ethical standards, and overall community health. In the face of challenges, such as the recent pandemic, the importance of reputation management was further underscored. Unverified statements rapidly transformed into widely accepted facts, illustrating the urgency of debunking myths in healthcare.

Ultimately, a hospital’s reputation serves as a cornerstone for building lasting relationships with patients and the broader healthcare ecosystem, ensuring continued success and community support.

Addressing Sources of Misinformation in Healthcare

Effective reputation management in healthcare mandates a keen focus on the sources of misinformation. Whether managed internally or externally, social media channels require vigilant monitoring to identify and rectify misinformation that might sway your audience.

A recent study by researchers at the Ohio State Comprehensive Cancer Center evaluated 500 popular TikTok posts associated with five hashtags related to gynecological cancer. These posts garnered over 466 million views, yet a staggering 73% of the content was found to be inaccurate.

While social media’s reach can be a boon for healthcare marketing, circulating misinformation, especially about critical subjects like cancer or vaccinations, can detrimentally impact health outcomes. By actively tracking misinformation, marketing teams have the chance to rectify false information, bolstering the hospital’s reputation and highlighting its community value. This proactive approach also empowers healthcare providers to discuss trending misinformation with patients, bridging trust gaps and enhancing the overall patient experience.

Misleading Information’s Impact on the Healthcare Industry

The repercussions of misleading information extend beyond just medical protocols and outcomes. Patients, especially those battling conditions like cancer, juggle myriad challenges. For them, comprehensive discussions with their care team can allay concerns, fostering trust and nudging them to seek professional guidance over internet-based sources.

Platforms like TikTok, popular for light-hearted content, can unfortunately be breeding grounds for misinformation. Thus, reputation management also involves monitoring other social channels, podcasts, audio platforms, and even traditional media to a certain extent.

The Role of Influencers in Reputation Management and Misinformation

In the realm of reputation management, it’s essential to recognize the influence celebrities wield, especially when they venture into providing healthcare advice.

From celebrities promoting the latest wellness products to figures like the Kardashians endorsing new medical treatments or procedures, their vast outreach can often mislead the public. Consumers, captivated by these endorsements, might hastily follow such advice without consulting a medical professional. For healthcare marketers, it’s pivotal to address such celebrity-driven narratives and guide the audience toward informed, professional advice.

Who Do Audiences Trust for Health Information?

In our digitally connected era, online reviews and social media significantly shape public perception. Effective reputation management leverages these platforms to promptly address negative feedback, accentuate hospital strengths, and underscore a commitment to patient well-being.

Interestingly, the 2023 Edelman Trust Barometer reveals a diminished trust in media, especially social media, with only 44% of respondents placing their trust in social media platforms. In contrast, the healthcare sector enjoys a 70% trust rating, and scientists are trusted by 76%. A 2023 Gallup poll further indicates that despite a generalized skepticism among Gen Z towards major US institutions, their trust in science remains over 70%, and more than 80% express trust in the medical system to varying degrees.

These trust metrics offer healthcare marketers a golden opportunity: position medical professionals to counteract misinformation, thereby enhancing and preserving the institution’s reputation.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

The Power of Authenticity in Branding During Economic Downturns

In the face of global challenges, such as the recent tridemic (COVID, RSV and flu), the role of authenticity in branding has never been more critical. While these healthcare crises are managed through medical interventions, the economic strain on consumers is palpable. This period, however, offers a unique opportunity for brands to connect genuinely and elevate their image authentically.

Branding becomes more critical during troubled economic times. However, remember three main points:

  1. Your brand is everything that people experience about you and that makes them want to utilize your facilities and your services.
  2. Your brand is how others see you, not how you see yourself.
  3. Keep your brand authentic.

Consumers have clamored for authenticity since the start of the pandemic with 88% of consumers saying authenticity is important when deciding on brands they support. They don’t care about platitudes or superlatives. They want to know how you intend to care for them and then to experience the care you promise.

Authenticity in branding, simply defined, refers to the quality of being genuine, real, and true to one’s principles, values, and identity. When it comes to branding—particularly when increased day-to-day costs are on everyone’s minds—authenticity ranks as one of your most valuable and powerful attributes.

Here are five ways that authenticity in branding can elevate brands in an economic downturn or anytime:

  • Builds trust. When a brand consistently delivers on its promise and presents itself openly and honestly, consumers are more likely to trust it. Accolades and tone-deaf messages fail to inspire safety, trust, and credibility. Instead, messages that provide patients with free community resources, reiterate the value of prevention, and offer cost-conscious programs benefiting their health go a long way to instill trust by prioritizing their health and wellbeing.
  • Differentiates from competitors. In a crowded marketplace, especially with competition on all sides, authenticity can set a brand apart from competitors. Authentic brands’ unique stories, missions, and core values help them stand out.
  • Attracts a loyal customer base. Authenticity fosters a connection between brand and customer. These connections occur at every touchpoint—from your social media content to interactions with your customers. When consumers feel genuine connections, they become loyal advocates who promote your brand to others. To elevate the consumer experience, ensure that your brand reflects your core values and that employees are aligned with those same core values. If you promise exceptional service, do your best to treat customers like they’re your only customer.
  • Elevates brand image. An authentic brand is usually perceived as more credible and reputable. However, achieving that status doesn’t happen overnight. FleishmanHillard’s study showed that brands needed to act to meet consumer expectations. About 95% of the industries studied did not meet expectations of providing their customers with better value. Credibility and authenticity typically go hand in hand to elevate your brand image.
  • Increases perceived value. Authentic branding elevates your brand and can elevate the perceived value. When consumers trust and believe in the brand, they are often willing to pay more for services or procedures even during economic downturns.

While many brands talk about authenticity, it’s crucial to truly embody it. Authenticity in branding helps achieve brand trust and credibility. Authenticity helps elevate your brand by connecting with audiences on a deeper level, creating stronger bonds, and driving business even during challenging economic times.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

Just Do It—Become A Brand Leader

A hospital’s brand is the promise it makes. The degree that it fulfills that promise determines Its brand reputation. The value proposition is measured by what customers think that brand is really worth. How successfully you merge those three can solidify your status as a brand leader.

The movie “Air” reveals how all the pieces came together to create one of the most ubiquitous brands in history. Nike and its Air Jordan sub-brand continue to fly.

Scott Bedbury, former head of advertising at Nike—after the Michael Jordan deal—and later at Starbucks, wrote “A New Brand World: 8 Principles for Achieving Leadership in the 21st Century” in 2002. While technology has transformed branding over the past two decades, basic tenants of Bedbury’s advice remain pertinent.

“Almost every brand in existence today can be reduced to the status of a commodity if it fails to effectively evolve both its products and its marketing communications. You can’t do just one or the other,” advises Bedbury.

In third place among athletic shoe companies before the Michael Jordan deal in 1984, Nike had the Swoosh logo and was known for running shoes. Then came Jordan and, four years later, the “Just Do It” tagline to complete a trifecta that defined the brand.

The company sealed the value proposition with an intangible, emotional bond with customers that transcended the product. Air Jordans appealed to all ages, athletic and non-athletic types, genders and races, because everyone wanted to fly “Like Mike.”

Air Jordan remains one of the most sold athletic shoes and the top collectible among sneaker heads. Nike is the largest shoe brand in the US, and the top five shoes for NBA players are all Nikes. Lessons about brand promise, reputation and value proposition can still be taken from the Nike playbook. Consider the patient journey the same as that for retail consumers. It’s everything that the patient/consumer experiences when they interact with your brand, products and services.

Making the Promise.

Know what you’re promising patients and whether you can deliver it. Before making the promise, evaluate the intrinsics. Becoming a brand leader requires more than brick and mortar facilities or technology. The brand promise should center on core values.

“Every brand has at its core a substance that gives it strength. You have to understand it before you can grow it,” reflects Bedbury on the essence of Nike’s core brand values.

Creating a list of core values is one thing. Delivering on those values is another. Everyone from the C-suite on down must exemplify the values to build the brand.

Keeping the Promise.

From initial touchpoint—scheduling an appointment or providing information—to final discharge or follow-up appointments, ensure a positive patient experience that lives up the brand promise. Your reputation depends on understanding patient expectations.

In this digital-first world, identifying wants and expectations is no longer a guessing game. Optimize the patient experience by:

  • Conducting surveys and focus groups; 
  • Requesting reviews and encouraging social media engagement;
  •  Tracking website analytics, email opens and clicks, and other data-driven insights;
  • Asking new patients how they heard about you;
  • Listening to feedback.

When patients and other stakeholders evaluate your brand, reputation hinges on whether you overdeliver on the promise rather than overstating the promise.

Measuring Value Proposition.

Aligning brand promise, reputation and value proposition depend on several factors:

  • How do you communicate the brand?
  • What traits do patients most associate with the brand?
  • Do those traits reflect your core values?
  • Is the brand promise believable?
  • Does your reputation, internally and externally, reflect your brand?

The original Air Jordans cost $65 a pair in 1984. At the time, Converse’s Chuck Taylors dominated basketball courts at $19.99. Centering passion and innovation around its core brand ethos, the value proposition of the new shoe that didn’t even meet NBA standards was a slam dunk for Nike.

While costs, expertise, successful outcomes and advanced technologies figure into value proposition for patients, other interactions also influence their experience. To strengthen bonds along the patient journey:

  • Personalize the experience through customized content, emails and messaging;
  •  Maximize convenience. The top complaint about healthcare experiences is long wait time. Consumers overall want convenience—scheduling appointments, wait times during office visits, procedures and diagnostics. Offer numerous options to interact with your brand—phone, email, text, chat bots and other tools.
  • Communicate openly and transparently. The lack of communication and dismissiveness from staff or providers also rank among the top five healthcare complaints. Being transparent about costs, services, wait times and other concerns helps build trust between patient and brand.

Bedbury also views constantly strengthening the brand as key to its success. He measures brand strength based on relevance and resonance rather than awareness. Making and fulfilling a believable promise keeps the brand relevant, resonates with audiences and strengthens brand leadership.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

Data Drives Healthcare Marketing Efforts

Healthcare Marketing—It’s All About the Data

When developing marketing strategies, healthcare organizations typically use data-driven approaches that leverage quantitative and qualitative research and reports to gain insights into the market, along with patients’ needs, preferences and experiences.

Along with internal snapshots gained from patient surveys, reviews or focus groups, also consider external data from healthcare industry reports, competitor analyses and consumer trends. This information helps you predict changes in the landscape. If one thing remains constant in healthcare marketing, it’s change.

Gaining a deeper understanding of what’s going on beyond the immediate healthcare industry is beneficial to developing targeted campaigns that resonate with patients, other stakeholders, internal audiences and the community.

What journalists think.

Among the stakeholder groups vital to marketing success are the media—what they think, how they’re responding to their changing industry and healthcare coverage.

A State of Journalism 2023 survey of more than 2,200 journalists—mostly US based—reveals what drives journalists’ decisions. Among major findings that can impact your earned media strategy are:

  • Most respondents primarily work online with about half also working in print; print-only journalists make up 6% of those surveyed, and TV- and radio-only drop lower;
    • The number of journalists likely to respond to a pitch is up slightly from 2022 but still only 29%; they don’t respond to pitches because of irrelevant topics, lack of personalization and timing;
    • Most journalists receive up to five pitches a day and some more than 250 a week depending on the market;
    • Shareable stories influence coverage with 66% saying they actively track the number of times their stories are shared on social media; what makes stories shareable—trending topics, pitches with images or infographics, exclusivity (76%), and localized topics relevant to target audiences;
    • Journalists responding to a pitch depends on how you pitch—92% want to be pitched one-on-one by email; 21% prefer to be pitched on Monday, and 55% don’t have a day-of-the-week preference; 61% want to be pitched before noon; 88% prefer pitches of 300 words or less; 45% says one follow up 3–7 days later is ideal;
    • While half of the journalists admit they’ve considered leaving Twitter, 90% use the platform to follow news, 78% to promote their own work and 69% to find sources;
    • Only 25% of responding journalists cover healthcare; 10% wellness and fitness;
    • Millennials (57%) are the media’s top target audience, followed by Gen X (52%), Boomers (43%) and Gen Z (41%).

What CEOs think.

A Communications Benchmark Executive Summary 2023 shows despite some progress since post-2020, gaps still exist between the C-Suite and communications teams.

The poll of some 1,000 communications leaders suggests that C-suite executives now task communications teams with more than branding, creative, content strategy and public relations. Marketing teams often oversee diversity, equity and inclusion (DE&I) and environmental, social and governance (ESG) initiatives. This new area of responsibility also has a new descriptor—”mixternal” communications.

Major findings from the poll include:

  • CEOs increasingly focus more on measurement and expect comms teams to create and deliver uncomplicated, accurate and persuasive messaging;
  • Trust gaps between executive perceptions and employee and consumer perceptions are significant—87% of execs think consumers “highly trust their companies” compared to 30% of consumers who do, and 84% think their employees “highly trust their companies” while only 69% of employees say they do;
  • Many C-suites now want marketing and communications initiatives to include recruitment, retention and employee wellness; they understand the need to recruit and retain talented communicators and marketing professionals with the skill set to recruit and retain employees to other departments;
  • Communications teams again find themselves bridging the gap between C-suite and employee perceptions—54% of leadership and only 39% of employees say diversity is a priority for the organization; 56% of employees think executives care about their well-being, while 91% of the C-suite say employees would say well-being is priority.

What marketing communications teams think.

In 2020, the word “pivot” drove healthcare marketing strategies. COVID-19 may no longer be officially designated as a pandemic, but “pivoting” continues.

A recent survey reveals some of the top challenges expected by marketers in 2023:

  • Generating traffic and leads—Changes to privacy and cookie tracking have sent marketing teams, particularly in healthcare, scrambling for alternate ways to generate leads. The plethora of content channels and changing trends as well as fickle consumer preferences add more hurdles to producing measurable metrics.
  • Hiring top talent—The Great Resignation and remote work prompt concerns for hiring, retaining and training marketing teams. Being skilled writers or creative designers are no longer the most desired skills for marketers. According to a LinkedIn report, they also need technology, business management, research and analytical skills. As it turns out, comms professionals do need to know math!
  • Marketing plan pivots—Actually planning to pivot is considered the top challenge to 17% of survey respondents. One lesson that 2020 taught is to plan for the unexpected. Otherwise, performance metrics, budgets and market preference are at risk. When developing campaign strategy, always keep another option on the table.
  • Securing budgets—The ask from marketing departments for more budgets, more staff and more pay now expands to requests for technology upgrades, professional development and ongoing training. Healthcare marketing budgets have not made a comeback since 2019 when healthcare marketing spending peaked at $12.3 million. Overall, budgets are expected to decline by 8% in 2023.

While challenges have increased exponentially over the past three years, tracking data and trends and staying prepared for the next “big thing” or crisis can help you develop smart, agile healthcare marketing strategy.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.

How Font Choices Impact Your Marketing Message

We’ve all received emails with a jumble of font styles, sizes and colors that triggers a visceral reaction worse than fingernails on the chalkboard. What were they thinking? More than likely their message was also lost. Font choices—whether deliberate or unintentional—can definitely impact the message.

One hospital administrator’s chosen email font was Comic Sans, often in ALL CAPS and sometimes with comical splashes of color. When asked by the hospital CEO about the font choice, the administrator replied that it made him feel happy. Shortly afterwards, the brand standards guide was revised with strict dictates for font style, size and no color other than black for all hospital communications.

While Comic Sans may have made the sender happy, a message that looked light-hearted about important matters may not have been well received.

A recent study from Monotype, the world’s biggest type foundry, and applied neuroscience company Neurons suggests that different fonts elicit different emotions. The survey of 400 people, from ages 18 to 50, reveals that fonts can influence the way we feet about certain messages.

We process the meaning of words and emotions in the temporal lobe of the brain. The presentation of words can also trigger emotional responses. While healthcare trends toward more serious messages, we generally want to maintain an optimistic rather than alarmist tone of voice. Words and fonts can simultaneously deliver tone of voice.

According to the study, softer and more recognizable fonts tend to produce more positive emotional responses. Pointy, sharp font types often trigger negative emotions.

Fonts are subjective and can mean different things to different people. A study from Brown University indicates that fonts can be ageist. As we age, our eyesight tends to weaken, making it more difficult to read or as quickly as we once did. But, before we blame it totally on age, it might be due to font choices.

Often clients request that we change the font style and size on documents. At an older age some people are no longer able to easily read light, condensed fonts.

The Brown study tested 16 of the most popular fonts used online, in newsprint and in PDFs among participants ages 18 to 71. None of the fonts proved the frontrunner. However, the survey showed that participants over 35 read more slowly on average than younger participants with every font except EB Garamond and Montserrat.

The reason may be the X factor. Of all the typefaces studied, Montserrat—a sans serif font—has the tallest x-height, which refers to the height of a lowercase x. Larger x-heights can improve readability.

EB Garamond  can trigger nostalgic reactions from older readers. It is more of a classic serif design but with updated features including a taller x-height.

Digital platforms typically default to sans serif typography with subtly rounded corners and stems that emote warmer, softer emotions. However, print typeface leans into serif fonts. Even recently published books may use Bodoni, Caslon or other classic typefaces designed in the 18th or 19th century. Pat Conroy’s “My Reading Life” is set in Kennerley, designed by Frederic William Goudy. The famed designer described the font as a “book letter with strong serifs and firm hairlines.”

Times New Roman, introduced by The Times of Londonnewspaper in 1931, remains one of the most widely used fonts of all time. Designed specifically for newsprint, it has a high x-height, short descenders below the baseline that allows tight linespacing and a relatively condensed appearance.

The Times kept the same font for 40 years, only replacing it with variants of the original typeface. Likewise, it was the easily recognized standard font of The New York Times until being replaced in 2007 by Georgia, still a serif design but wider and easier to read.

The American Psychological Association includes 12-pt. Times New Roman as one of only six options for papers written in its APA style.

When logos and brand standards are being redesigned or updated, make sure the designer supports font choices with target audiences in mind. Maximizing the impact of marketing messages depends on maximizing the readability of the message.

How to Build Brand Loyalty in Healthcare

The COVID-19 pandemic heightened health concerns globally, with numerous surveys finding US adults are more concerned about health & hygiene now than prior to 2020. Pair this heightened interest in health with the fact that 64% of US adults trust healthcare companies (the 2nd most trusted sector according to the 2022 Edelman Trust Barometer) and healthcare systems are presented with a unique opportunity to foster connections with their patients to build brand loyalty.

64% of U.S Adults trust healthcare companies.

Building Patient Rapport: A Core Strategy for Increasing Brand Loyalty

The relationship between healthcare providers and patients is crucial for brand loyalty. Undoubtedly, today’s era of digital healthcare transformation still demands a personal touch in patient care. Telemedicine, wearable diagnostic devices, and digital communication channels have redefined patient-provider interactions, making them more intimate and accessible. Therefore, emphasizing the personalization of healthcare services, akin to ‘having coffee with a friend’, can significantly enhance patient trust and loyalty.

Patients who trust your healthcare brand are more likely to have brand loyalty. 39% of survey respondents will go out of their way to do business with a brand they trust.

Prioritizing Key Factors in Patient Choice on the Path to Brand Loyalty

Providers should position themselves as distinctive brands, recognizing their unique qualities. The Morning Consult study indicates that 39% of consumers will go out of their way to engage with a trusted brand. This underscores the importance of creating and maintaining strong bonds, especially in healthcare where choices often hinge on personal trust and consumers are in the driver’s seat. Few things cause a woman more angst than having to change hairdressers or gynecologists. Once they establish a bond, it’s hard to break.

Several critical factors influence patients’ decisions in choosing healthcare providers including:

  1. Patient Experience: The quality of care and interaction with healthcare professionals significantly impacts patient satisfaction and loyalty.
  2. Convenience: Accessibility, ease of scheduling, and efficient care delivery are paramount in attracting and retaining patients.
  3. Reviews: Positive patient testimonials and ratings can sway potential patients, underscoring the provider’s credibility and trustworthiness.
  4. Competitive Pricing: Offering services at competitive prices, without compromising on quality, can be a deciding factor for many patients.

These elements are fundamental in establishing trust between doctors and their patients, which is essential for healthcare providers who aim to fulfill their primary mission—to keep patients healthy. Understanding and improving these aspects of patient care can significantly enhance brand loyalty in the healthcare sector.

Humanizing your Healthcare Brand to Build Patient Trust

The pandemic highlighted the importance of humanizing brands. In healthcare, this means connecting with patients through authenticity, trust, and transparency. Sharing real patient stories, featuring staff in brand narratives, providing unvarnished scientific information, and actively listening to patient feedback are effective strategies. These efforts contribute to building a credible, trustworthy brand that resonates with patients.

Navigate Communication with Sensitivity to Protect Patient Trust and Enhance Brand Loyalty

“Healthcare providers’ communication, both personal and professional, greatly affects brand perception. In a sensitive and polarized social landscape, carefully managed communications are essential. Providers must navigate complex issues, like the legal and political ramifications of significant rulings such as Roe v. Wade, with tact and sensitivity. Staying focused on patient health and welfare, avoiding divisive public statements, and maintaining professional decorum can safeguard and enhance brand trust.

Reinforce Brand Loyalty through Modern Solutions: Leveraging Healthcare Technology and Innovation

Incorporating technological advancements into healthcare delivery enhances patient experience and brand loyalty. Adopting innovative solutions like AI-driven diagnostics, personalized medicine, and virtual care demonstrates a commitment to cutting-edge care and convenience. This not only improves patient outcomes but also positions the brand as forward-thinking and patient-centric.

The Value of Community Engagement and Social Responsibility for Healthcare Brands

Engaging with the community and participating in socially responsible initiatives enhances brand perception. Healthcare providers can build brand loyalty by showing their commitment to community well-being. Initiatives like health education programs, community health screenings, and partnerships with local organizations can foster a sense of trust and goodwill among consumers.

Adopt a Comprehensive Approach to Build Brand Loyalty

Building brand loyalty in healthcare requires a comprehensive approach. This involves enhancing patient experience, humanizing the brand, effectively managing communication, leveraging technology, and engaging in social responsibility. By focusing on these areas, healthcare providers can establish strong, lasting relationships with their patients, ultimately leading to increased trust and loyalty.

TotalCom is a full-service marketing agency helping brands like yours tell their story to the right audiences. Email Lori Moore or call TotalCom Marketing Communications at 205.345.7363 to see how TotalCom may be the right fit for you.