When you introduce yourself at a non-work soiree, do you use “consumer,” “patient” or “targeted demographic” to describe yourself? Is that your identity? I would hope not. You’re a person.
And as a person, the brands that have earned your attention, your wallet vote and your loyalty have met a real need of yours. They have innovated for a better human experience by anticipating and consistently honoring your needs—right where you are.
This very human experience is really what’s at the heart of healthcare consumerism. It’s about dignity, really. Helping individuals preserve their identity, their life’s work, passions, productivity, family and friendships so that they can provide for themselves and others. It’s about prevention, support, listening and responding to their health needs.
This is empowerment for us as healthcare leaders and strategists. It’s not about building the better mousetrap. It’s about amplifying the need and voice of individuals. Creating a healthy life for each person the brand touches. It’s about bringing converging trends in accountable care, population health and the quadruple aim, to meet human need and articulate where the brand’s promise lives in the human experience, every day.
So when you’re re-evaluating your brand’s value proposition, remember the greatest source of inspiration. Humanity itself. Keep listening, keep observing, keep experiencing. The next innovation is yours to make.
Here’s a great example of connecting with real people, right where they are. Our webinar “Creating a Human Connection through Digital Videos” includes research and examples you can use.
The patient experience is the human experience. Take a moment to learn more about how our Stand Up Branding process can help you articulate how your brand’s promise meets individuals’ needs.
Here are a couple quotes to share:
“How do we put humanity into healthcare and make healthcare human care?” Debra Bass, Johnson & Johnson at Cannes Lions Health June 2016.
“We are all human; therefore, nothing human can be alien to us.” Maya Angelou