Do you have the brand position and service line reputation you want? How does it affect the healthcare marketing you’re doing right now—and what will it mean for the future of your organization?

Brand position has been described as “the space you take in the customer’s mind.” Ideally, it’s what you’ve staked your reputation to as a hospital or health system.

How this plays out in your service lines, and the ways you market them, matters.

Because organizations with marketing strategies that turn brand position into service line dollars are best situated to capture a larger market share in the future.

Service Line Reputation

Healthcare executives have identified service line reputation as a key strategic initiative in 2016. Patients are openly considering switching providers—and an estimated 14% are making the switch. In this culture of change, what kind of marketing can you do to begin attracting those potential customers—and keep those you already have?

In the digital realm, where more time is spent every day, the stakes are clear. Brands that efficiently maximize their digital spend and integrate their online and digital dollars can potentially increase market share and develop strong growth in service line reputation.

Let’s take a closer look at the why and how of creating the right combination of authentic branding and strategic media spending to help you retain current patients and cultivate a reputation that draws people searching for new providers.

Branding and Reputation Management

The power of a reputable brand is a major organizational asset. You see that principle at work for the most lauded hospitals and clinics in markets across the U.S. It’s important to note, however, that healthcare branding needs to reach beyond conventional branding strategies. An authentic brand is not invented­: it’s a product of discovering who you really are and sharing that position in meaningful ways.

Challenger brands looking to inspire consumer confidence have turned to Hailey Sault for Stand Up Branding for precisely that reason. It’s a process that helps you tell your story in a more human, inspiring and genuine way—with branding that both supports your purpose and differentiates you in the healthcare market.

As you build an authentic brand, monitoring your service line reputation and capturing attention can be accomplished by promoting key service line capabilities and showing the benefits to the consumer. Testimonials, awareness campaigns and targeted demographic and psychographic campaigns can increase awareness and consumer sentiment toward your brand. Taking these tactics a step further: healthcare organizations can leverage the involvement of employees, consumers and influencers for even greater utilization and loyalty.

{Want to see what we’re talking about? See a case study about a campaign that drove digital engagement through the roof.}

Frequency

Frequency—how often you touch your audiences with key messages—is still an important factor in any successful branding campaign. How do you keep your message fresh and relevant? One way: capture consumer interest with a strong campaign launch or re-launch of a service line by building messages around benefits, price changes, new hours, new services and new locations.

How to place messages for greater impact? Positive service line communication can be achieved through a combination of paid, earned and owned media. Defining key metrics is the easy part of the equation. Producing a campaign that captures the essence of your brand, and leads to social sharing, is what separates strong positive sentiment in focus groups and can increase recall deeper into the marketing funnel. It gets back to effective brand development.

Targets

Target markets and demographics are powerful tools to use both digitally and with a traditional media spend.

  • Traditional marketing—with TV, outdoor and radio—can provide overall reach and digital media buys can supplement it with frequency and profitable niche demographics and geographic locations.
  • Digital strategies featuring video often lead to the most top of mind awareness, because video helps tell your story and nurture positive sentiment through the magic of sight, sound and motion.
  • Display campaigns and social media targeted to influencers can also be used as a reinforcer of traditional media, even as a 2nd or 3rd touchpoint for consumers in the process of making a decision. The latest research on OmniChannel marketing shows that more channel interactions mean more sales, and more channel engagement results in more purchases.

Increased Reputation Value

Reputation value is defined by consumer perception. That’s why paying attention to perception—and measuring your overall efforts, at least annually—is important for maintaining and monitoring your key service line brand position.

Beyond paid placement, measurement might include monitoring search engine results, ranking consumer reviews and social media comments, news stories and more. Using focus groups and looking for either aided or unaided responses can determine if a campaign is a success, and help guide future changes to improve a campaign’s effectiveness. Because evaluating your efforts and listening to the people you’re trying to reach is the only way to determine your brand’s reputation value—so you can go about improving it. Now more than ever, that reputation influences whether or not your organization attracts and retains patients, employees and the brand position that makes it profitable.

Contact us to talk about monitoring and implementing efforts to increase your reputation value in 2016.

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