Building a health care brand in today’s market relies on starting with a transparent foundation based on simple questions that will help define and narrow down who you are and who your audience is. Before getting started, putting together a strong foundation, or a brand platform, that can answer these fundamental questions about your brand is critical.
How does your company produce stellar relationships between patients and your team? Experts believe patients don’t see much that distinguishes one health care provider from another, making it that much more essential to get crystal clear about what makes your company stand out. Start with the essentials to direct a rock-solid marketing plan. Here are five questions to ask before you try to build your healthcare brand.
1. Who is our target audience?
Before you try to build your health care brand, you must be clear about your customers, who they are, and what they need. Do your homework by investing in market research and creating a customer profile to make sure you are sending your marketing and advertising efforts in the right direction and to the right people.
2. What is the personality of our brand?
A brand personality is a key to leaving an impression on your market and consumers. Experts say to build a thriving health care brand; it’s essential to create a personality that can relay messages people understand and resonate with.
Some components involve creating a brand voice, tagline, and strategy with messaging that will capture what your brand is about and what you value. Start first with identifying who you are as a brand, then work with how you’d like to represent who you are through your message and voice.
3. Where are our competitors?
It’s a good idea to do some competitive analysis to find out who’s in the game with you and what distinguishes you from them. Who are they targeting, and what do they have to offer? Ask these fundamental questions about direct and indirect competitors to see where you stand and what distinguishes you from key players in the health care market.
4. What are our strengths and weaknesses?
Though this one may seem obvious, building a solid health care brand may come down to the simple question of where your company’s strengths and weaknesses lie. Do an inventory of the current company status on opportunities, threats, strengths, and weaknesses. Identifying your assets will help set a sharp image for your marketing and advertising efforts.
5. What’s our vision and mission?
The bigger picture will help create a solid and concise statement that will help guide your company’s brand image and definition. Take a look at other health care mission statements to get a feel for what you’d like to compile as your vision.
Once you’ve done your analysis of your brand and market, you’re ready to form a unique value proposal that sends a message about what you can deliver to patients. Effective branding in the health care market is about forming the relationship between you, your patients, and your team. Communicating your brand value will distinguish that unique patient experience your team can provide.