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Why a strong brand is essential to transforming healthcare

Updated: Jan 21, 2019

You built the innovation that will revolutionize healthcare. Let your brand tell the world all about it.

An app to revolutionize how asthmatics engage in their care. A solution to reduce missed doctor appointments. Even Artificial Intelligence (AI) to speed drug discovery.

All incredible solutions that just may revolutionize healthcare. As healthcare innovators, you are visionaries. But, creating solutions that will change the game is only the first step. In your journey to improve the health and wellbeing of people around the globe, don’t forget to develop a solid brand and marketing strategy to ensure your solution gains market traction and connects with the audiences you serve.

A strong, consistent brand is known to increase revenue by up to 23% according to a recent study. Yet, so many companies inadvertently create brand confusion by not allowing their intended audiences to connect with them in a meaningful way.

Your brand = Your story

Think of all the great brands you connect with every day and why they’ve created a meaningful connection with you in some way.

Maybe it’s a company like Toms. You might admire their “One to One” social cause of giving away a pair of shoes for every pair purchased.

Or, perhaps you have an affinity toward Gatorade because they’ve consistently inspired to fuel all your athletic endeavors.

It could be your favorite restaurant that always delivers great food and impeccable service. The point is, you don’t just choose a product. You choose to interact with a brand. Similarly, your customers need to choose you based on the experience you create for them.

Do you understand their pain points?

Is your website easy to navigate and understand?

Do you explain the value you provide and not just a list of features and benefits?

Do you tap into your audiences core values?

Are you easy to work with?

Do you delight them with every interaction?

All of these elements make your brand memorable. Sure, you can have a great logo, killer fonts, and a striking color scheme. But, all of those elements are meaningless without the foundation of a positive customer experience.

So, ask yourself, what does my company stand for?

Where do we want to be in the future?

How do we want to act every time we interact with our customers?

When you build your brand promise, you begin to instill your company’s value in the hearts and minds of your customers. Just watch how your business begins to shift and how the number of loyal customers begins to grow.


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