Sunday, December 16, 2012

What is the value of your healthcare brand?

With healthcare changing so rapidly, is it time to move healthcare marketing beyond " it's all about us" to "it's all about you" through focused brand architecture containing a clear and compelling brand promise that proves every day the value of your healthcare brand to the healthcare consumer? Unless you are a brand new provider in the market, you have been beating the healthcare consumer for years now all about your features and benefits. They get it.

In today's brave new world, it's about brand value to the healthcare consumer, perceived and real along several dimensions that most healthcare organizations haven't paid too much attention too, but the healthcare consumer is. Your brand will be viewed and will be challenged by multiple audiences along these dimensions: price; outcomes; experience; access; convenience; and choice.

And if you don't have answers to these brand attributes that healthcare consumers are starting to look for, then you won't be able to answer their question of what is my ROI for using you?

If you aren't paying attention to how your brand is perceived in the market and what your key brand attributes are, then don't be surprised when the competition defines them for you. The healthcare consumer will define them as well and it won't be pretty.

Brand Value Marketing

This is about creating a brand through value marketing that is a creative exchange between people and organizations in the marketplace. It is a dynamic transaction that constantly changes based on the needs of the individual vies a vie what the healthcare organization has to offer.

So instead of talking about what you do every day, talk about what the value of what your brand accomplishes.

Instead of talking about programs and serves that everybody else has like your competitors, talk about the value of those same programs and services and brand promise of the value they bring to the healthcare consumer.

Try not saying we have the latest high-tech gizmo, but talk about the value of what that latest, greatest high-tech gizmo brings to the healthcare consumer.

Why just display those quality awards from third parties, when you can talk to the healthcare consumer about the value of what that award means to them. Leverage those third party awards to your brands benefit.

Stop talking at your audiences, talk to them in a meaningful way along your brand attributes. Talk to them about your brand, its value and how you are their partner by offering a value based solution exchange to their healthcare concerns.

It's time for healthcare CEOs, Boards and healthcare marketers to stop doing over and over again those things that are out-of-touch with the new reality that is healthcare. The healthcare consumer is awakening and demanding more. More proof. More value. Better price. More brand differentiation among competitors.

After all, 6 million Americans go off-shore for healthcare treatment every year. And major employers are cutting deals for certain procedures and flying employees elsewhere to receive better healthcare from your communities.

They can't all be wrong.

Michael Krivich is an internationally followed healthcare marketing blogger with over 5,000 monthly pages views in over 52 countries worldwide on Healthcare Marketing Matters. He is founder of the michael J group, a healthcare marketing consultancy dedicated to creating value through strategic marketing for hospitals and health system regardless of payment mechanism, either fee-for-service or value-based to increase market-share, revenue , brand and demonstrate actual return on marketing investment. Michael is a Fellow, American College of Healthcare Executives and a Professional Certified Marketer, American Marketing Association. Like us on facebook at the michael J group.

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