Like many sectors, the healthcare industry has changed over the past few years as it has become more consumer focused. Now, more than ever, consumer-centric marketing is vital for the industry to be seen as trustworthy and stable. The healthcare industry is fast-growing; as we are all looking to live better, healthier, longer lives.
Like anything, for people to trust your organisation, they need to believe that you will deliver on your promise. With trust, organizations build brand strength, attract funding, and innovate for growth as their operating environments evolve.
Did you know that 5% of all Google searches conducted today are healthcare-related? This means if you do things right, your company will be organically seen many times, which is why your branding must be done well and speak to your audience directly. We like to call it ‘giving your brand the millennial treatment’ embracing this trendier, more friendly style, because as the industry becomes customer-centric, so does its branding. This aesthetic feel is how we believe your organisation can promote that sense of trust we mentioned earlier on in this article. Younger consumers want the healthcare sector to feel like the other services in their lives.
“What we’re seeing now is the major sea change in the healthcare industry where through increased competition, there is a realisation that in order to remain competitive, healthcare companies need to think much more like a consumer-oriented company, perhaps for the first time ever,” says Viral Shah, a strategy director at global agency Frog. “Traditionally, healthcare has been optimized not for the end consumer but rather for a series of intermediaries, whether that be a health insurance company, or government, or for regulations,”
So how do you build trust – and keep it?
Express your organisations genuine commitment to doing the ‘right’ thing for its customers and demonstrate through your marketing channels that your organisation has the skills and knowledge to get the job done. Through your brand, you can demonstrate integrity and make your audience see that you are reliable and do what you say you will.
As we’ve mentioned on many of our branding posts, a strong brand should allow you to share your values with your customers and with the people that work within your organisation. These values will help in attracting the right people to your healthcare brand, which in turn will motivate your team based on your core values.
Branding represents the personality and promise of your products and services — the way you look, feel, act, and deliver.
The simple fact is that consistent communication and messaging builds trust. It shows that your organisation lives and leads with purpose every day. At the end of the day, nothing has changed, marketing is just as important in the years gone by, long before the internet and social media, but the biggest difference is that any, consumer-focussed healthcare company can’t really afford to not play the game.
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