A brand represents a company's identity. A thoughtful combination of a compelling phrase and a memorable image conveys credibility, quality, and trustworthiness to potential consumers and business associates– and therefore is a powerful and valuable asset in the market. Proper branding differentiates a company from its competitors, attracting and retaining a committed and satisfied customer base.

This is especially important in the modern-day health care marketplace, which offers consumers many choices in healthcare providers, and which, as a result, has become extremely competitive. A strong branding strategy can greatly assist healthcare consumers in making appropriate, cost-effective healthcare decisions, and allow healthcare companies to capture larger shares of that market.

In the healthcare market, the three most important qualities to be conveyed in proper branding are credibility, quality, and trustworthiness, since decisions about one's healthcare are deeply personal. Consumers now have many choices regarding their care; mere physical proximity to a hospital or clinic is no longer enough to compel potential consumers; healthcare providers must therefore convincingly convey these three characteristics to attract and retain patients, as well as payers, providers, and other medical professionals. Proper branding accomplishes this goal.

An effective health care brand identity must:

• Increase your company's visibility to patients, medical professionals, payers, and providers;

• Establish trusting relationships with those consumers and partners;

• Attract and retain top talent within the medical and supporting fields;

• Significantly contribute to company growth, in terms of market share and revenue generation; and

• Boost your company's perceived value and therefore negotiating power in the event of a merger and/or acquisition.

Although a flashy logo and memorable commercials can help in brand recognition and differentiation, there are a few solid guidelines for crafting an effective Health Care branding campaign:

• Keep it Simple

• Make It Visible

• Differentiate Your Brand

• Demonstrate Brand Credibility

• Craft a Memorable, Compelling Brand

• Keep Your Practice Consistent With Your Message

Keep It Simple. Simplicity in your branding message is key. A long, convoluted message will be perceived as "noise", and will not resonate with potential customers. Your branding message must concisely and memorably affirm your unique benefits, appealing to the needs and values of your target audience. Consider the following well-known, cross-industry sample of branding messages, and how they accomplish that goal:

• Allstate – "You're In Good Hands"

• Budweiser – "The King of Beers"

• Dallas Cowboys – "America's Team"

• DeBeers – "A Diamond Is Forever"

• L'Oreal – "Because You're Worth It"

• Mercedes Benz – "The Best Or Nothing"

• Nike – "Just Do It"

• Subway – "Eat Fresh"

• US Marines – "The Few, The Proud"

• Visa – "It's Everywhere You Want To Be"

Make It Visible. People do not typically think about health care choices until they actually need to make them. Therefore it is crucial to create market visibility of your company before the need arises, and memory recall for when it does. Attendance at trade shows, conferences, workshops, community events, fitness center open houses, etc. give opportunities to interact with potential consumers. Use giveaways of water bottles, hand sanitizers, pens, as well as pamphlets and business cards, which prominently display your logo, branding message, and web site.

Differentiate Your Brand. An effective branding campaign tells potential customers how your company is different from your competition, and why they should chose yours over theirs. Six questions that your branding campaign should answer are:

• Do you offer unique services?

• Do you have distinctive capabilities?

• Does your company utilize cutting-edge technology?

• Do your employees have specialized training, experience, credentials, awards, or recognitions?

• Has your company earned awards, recognitions, or national / international rankings?

• Do you have testimonials from current or former clients?

Demonstrate Brand Credibility. Public perception of your company before the delivery of service is just as important as the actual experience. In the consumer-driven marketplace – which includes the health care industry – consumers will gravitate toward a known brand which they feel exudes trustworthiness and credibility. As a result of that assurance, consumers are willing to pay more for a known-brand product versus a lesser-known brand. Subsequently delivering on your promise cements your brand's reputation in the public eye.

Craft a Memorable, Compelling Brand. Bear in mind that health care decisions are personal and emotional; patients, as well as relatives and / or friends, will need to make emotional, often difficult decisions regarding health care, and your institution should have the reputation of creating a supportive, holistic environment which allows for a comfortable, confident decision-making process. Be memorable and compelling in your branding message to connect with the public and resonate with their needs.

Keep Your Practice Consistent With Your Message. It is important to inculcate the proper mindset among your associates; who you are and what you stand for should permeate the attitudes and actions of your employees. They are the physical expression of your brand. The more engaged and dedicated they are, the more effectively and consistently they bespeak your branding message in the marketplace.

In an era of extreme competitiveness in the health care industry, strong branding is critical. A studious approach, keeping the above-mentioned points in mind, is key to creating a strong and effective branding campaign. The result will clearly separate your company from its competitors, engender the public's trust in your company, and firmly establish its relevance in the health care market. Contact an Ektelligen representative today to partner with you to craft your branding strategy.