Being a leading advertising agency that provides 360-degree branding solutions, challenging jobs are more of our energy boosters than headaches. We strongly believe that ‘If a job is not challenging, it’s not a job at all!’ With this ideology, we have successfully launched many brands and have set a benchmark for others. Though every brand has its own challenges, the most challenging of them is the healthcare brand and we are glad that we have majored them too!
Hospitals are not like any other product; it has many complications and emotional elements attached to it. Also, there are many ethical guidelines and restrictions to consider while branding healthcare services which if not followed properly, can harm the image and values of the services. Speaking from experience of branding two of the most renowned hospitals and that too from different cities, healthcare service is the kind of challenge that is definitely not the cup of tea for everyone.
Enough said, now let us, the best digital marketing agency in Pune, show you how the branding for healthcare services is actually done.
Overcoming the challenges
Compared to any other products and services, most of the people don’t think of hospitals or doctors unless or until there’s a need or emergency. This makes the branding scenario more complex as it is completely dependent on the consumers and in case of hospitals, on their patients. The main purpose of branding is to sell the product, but healthcare services are not for sale, they are in the market to serve the patients. Therefore branding must be done with such an impact that whenever there’s urgency, the first thought to come in one’s mind must be of your brand.
Different approach for different audience
One more challenge in healthcare branding is that it does not have a specific target group. The audiences for healthcare brands comprises of almost anyone and everyone which makes branding a tough task. Therefore it’s important to approach the targeted audiences according to the nature of the healthcare service. A high-end multispecialty hospital with ultra-luxurious rooms and offerings are meant for the elite group and hence the convincing appeal must be done accordingly. As a digital marketing agency, we create the relevant content for all our healthcare services which targets their audiences perfectly.
Healthcare Brand – a promise to the patient
A healthcare brand is more than just a brand; it’s a promise to its patients of what they should expect from the hospital’s services and how the hospital will perform. A brand is exactly like a person’s reputation. You will be known as a good person only if you do the right thing and never compromise on the consistency of doing it well. A brand evolves and is enriched or undermined by its actions. The reason behind our powerful branding is that we present our healthcare brands as a promise, not as a product and that changes everything.
A brand identity is comprised of the messaging, the tone you set down or choice of words and visual elements such as logo, colors, fonts that consistently represent your brand. It defines the personality of your brand. In a healthcare brand, creating a brand identity is a challenging task as it comes with the responsibility to maintain the consistency in the services that the healthcare brand may have claimed earlier. To be successful, the brand identity must be placed in such a way that it’s rooted in research and tightly aligned with the brand position.
Bringing the brand to life
Devising a healthcare branding strategy is to ensure that its values are communicated through every single touch-point. It is about to show how they relate to their patients and serve them. While positioning the brand, it’s not advisable to exaggerate or go overboard as it might lose the genuineness of the purpose of the brand. Hence, all healthcare branding must be done in a tone that reflects the values of the actual brand in real life. The patient’s experience is all that matters and showcasing their experience and reviews on digital platforms, actually brings the brand to life and that’s exactly how we do it.
Femcity Hospital, Hyderabad and Jehangir Hospital, Pune are the products of our successful branding. Though located in different cities with different target groups, we 3 Dots Design, the leading advertising agency in Pune, have managed the task very well. If you are looking for a digital marketing agency for branding, then you know where to go!