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hospital branding-manajemen pemasaran

Kuliah manajemen Pemasaran Prodi MARS UMY
Traditional communication does not really work when you
have to promote a hospital, clinic or diagnostic centre.
Branding is
While running direct marketing programs for a car company, you could send a
mailer telling them about the features of the new car that your company may be
launching. If applied directly here it could mean “Please visit us again for your
next heart surgery” or “Great limited offer with 25% discount for your next
surgery. Act Now”.These offers don’t just sound ridiculous, they could be very
hurtful too.
Does this mean that branding a healthcare facility is impossible?
Not at all! Several healthcare facilities have shown us the difference branding
can make in developing a successful healthcare business.
Successful branding for a hospital is a function of “Sensitivity and Empathy”. It is
about communicating “care” through your staff, facility and collateral.
Go beyond
traditional media
What do you
need to do ?
Understand that for a hospital external
communication is not a key driver to building
trust or business. More than anything else it is
the experience that counts. So first - develop a
poster that says that “ Hospital branding isn’t just
about advertising, marketing and public relations”
and place it prominently in all staff lounges.
Design the
Decide on your core values and build the
experience around these.
What do you
need to do ?
a. Designing a brand experience is about
designing a facility that promotes wellness
through not just its great doctors and technology
but through patient friendly layouts, well lit and
friendly environment, music that blends in and
staff behaviors that genuinely showcase your
brand values.
b. Traditional marketing heads sometimes balk
at the mere thought of going beyond print,TV
and digital communication, but for a hospital
brand what we say and how we behave are as
much part of branding as is traditional print and
TV communication.
Implement the
While most experience design looks great on
paper.The concept to actual execution is typically
marred by several issues.
What do you
need to do ?
a. Facility Design - The first challenge you may
face could be about designing the facility where
architects and interior decorators will need to be
explained your values and vision.
b. Internal branding - The second ongoing
challenge is about developing internal belief
systems in your staff who will actually deliver the
experience and impact brand perception. Most
health practitioners think of “patients” and not
“customers”. A shift to the mindset of treating a
demanding customer who can go elsewhere is
the toughest challenge in developing a successful
Implement the Experience......
c. Getting the right partners - Having specialist agencies for
communication and training that understands managed healthcare
always helps.
What do you
need to do ?
d.Technology – Most modern hospitals have digital patient records.
For marketing purposes these records cannot be shared in their
entirety with marketing teams because of patient privacy issues. A
bridge needs to be developed between patient records and marketing
data that can hide personal data and yet be usable for one to one
e.Web – The web is now much more than a communication platform
that houses your brochures, use the web to talk to your customers
and make your services available online. Being on social media
provides you with an opportunity to keep your customers engaged.
Companies are also successfully using the web to attract overseas
f. Programs – Traditional loyalty programs are again not the way to go
for a hospital.What works is small niche focussed programs that
either focus on a core audience or a specific service – Mother and
child programs, Executive health checks etc.
Great ambience
and great
will always defer
to “Genuine
Empathy and
Care” which will
drive customer
While all these concepts do make a tremendous
difference in your brands market perception,what
is crucial is a holistic framework that needs to be
implemented with consistency and genuine care
for patients. Customers know when there is lack
of transparency and empathy and begin to lose
trust in such brands. A hospital is a service brand
that directly affects your well-being, genuine
empathy and care will always take priority over
ambience and communication.
You don’t have unlimited resources.
The game, and players, are changing.
Customers are now driving the bus.
What your docs think they want, isn’t what
you as a healthcare marketer know they need.
And you can’t program into people’s heads
what they think about your brand.
GIVEN THIS…there’s a good chance that your
health system or hospital branding can use a boost.
10 Pillars Of Better Health System
or Hospital Branding
(Knowless, 2018)
You’re Either
Different, Or Not
Differentiation is one of the critical drivers of brand success.
When you’re different, through your ideas and actions,
people are interested.
When you’re not, they’re not. Because they’ve seen that, done that.
No different with your health system or hospital brand. It either
stands out and apart, or fades into the background as just another
undifferentiated medical provider.
Be Coherent, Not
ONLY Consistent
Consistency is boring. It gets old. Soon you look past it, because
you’ve seen it before.
Do you as a consumer want the exact same experience across
every single channel?
Coherence keep things fresh and new. But drives from the same
ideas, so it’s familiar and continues to build brand meaning.
Emotional Pull
We respond emotionally to everything.
Same thing with brands. We choose based on emotion. And reinforce
based on rational evidence. Regardless of category.
Want proof? fMRI neuro-imagery, conducted by USC Professor
Antonio Demasio, shows consumers primarily use emotions (personal
feelings and experiences) when evaluating brands, rather than
information (brand attributes, features, and facts).
Your brand’s ideas are either reinforced across the organization, or
delivered as false promises externally.
Every experience that people have with your health system or
hospital, every touchpoint that aligns or not with their expectations,
affects the ability of your brand to shift demand.
Priority #1, build your internal marketing army and ensure they’re
wrapped tightly around your (their) brand and its promises.
These are the colors, logos, shapes, sounds, etc. that make-up your
brand’s shorthand emotional language and that trigger our intuitive
(System 1 brain) decision-making. Here’s proof:
These brand assets are precious. They’re the magnets that
instantly draw people towards you. Nurture them and protect them.
Actions speak louder than words. They always have. But today, where
there’s no hiding behind the curtain (ask VW), they mean even more.
Our System 2 brains require conscious proof that you’re a credible
expert and the best possible solution to their needs.
Yes, emotion (the sizzle) sells.
But you need the proof (the steak) to gain trust.
Is your brand constantly evolving to surprise and delight your
audiences? Anything “unexpected” coming down the pike?
You should always be planting a seed of anticipation
about “what’s next.”
It might not be as exciting as the next IPhone or Android, but you
need to maintain attention to maintain relevance.
Experience Offering
Most clinical quality (with “specialty” exceptions) is similar
across providers. As is the delivery of merely satisfying experiences.
Which means a “branded” and delighting customer experience can
break the ties, and grow relevance and relationships.
It doesn’t have to be big, but it should be defining and delighting.
Doesn’t mean consistent. Because we know that’s boring.
It’s about maintaining the same brand look, message and
emotion across all touchpoints and programs.
Because together, these elements build brand meaning.
Want inspiration? Look to Nike, Audi, Red Bull, Kiehls,
Ritz-Carlton, Le Labo Fragrances…
Do you suffer from engagement-deficit syndrome?
Social media has changed business forever. Like it or not, your business today is fundamentally
a “social” business.
Add to this the structural changes taking place in healthcare, e.g. consumers actively making their
own decisions, traditional providers competing with consumer-savvy retail and technology players…
Community building is brand building.
Your brand is built on what
consumers say about you, not what
you say about yourself.
Make your branding better.
Marketing strategy
Brand Integrity
Triangle Brand