Building A Strong Brand with Effective Marketing Strategies in Healthcare
Brand awareness, customer loyalty and consumer perceptions are equally important in the healthcare scene, just as in other sectors. At the end of the day, it is about gaining and serving your customers well.
With the right marketing strategies, healthcare brands can enhance their brand presence, improve patient engagement, and achieve sustainable growth.
Does healthcare need branding?
Healthcare is a field where trust is incredibly important. When people are choosing a hospital, clinic, or doctor, they want to feel confident that they will receive the best care possible.
Whether we like to admit it or not, healthcare is a commodity. There is a lot of value in this sector. However, before people come to you for consultation, they are bound to look you up, whether online or through word of mouth.
Let’s face it, the moment there’s a weird sensation in our chests or a random rash, Google is the first “doctor” we consult with. As a healthcare brand, this is where you can provide value by offering rational and actionable advice through marketing.
As of 2022, there were 148 public hospitals and 207 private ones. That’s a lot of options for an average Malaysian. By positioning yourself as a reliable and capable healthcare brand, you can be the go-to clinic or hospital for your patients and patients-to-be.
So, to simply answer the question, yes. Healthcare does need branding. There are a number of things you can do to market your brand as the reliable and capable healthcare brand that someone is looking for.
If you are unsure of how to approach branding strategies, Brand360 is ready to help you all the way! We specialise in brand design, strategy and marketing and can help you elevate your brand presence to reach more customers.
Marketing strategies to build a strong healthcare brand
Brand Identity
First and foremost, brand identity. As we mentioned just now, building a healthcare brand is just like building any other brand. Therefore, you need to define what you want your brand to look like. Based on that, you can put together marketing plans and campaigns that can yield the most ROIs.
Start with understanding your market by conducting a healthcare market analysis. A typical market analysis tool often used in business is the SWOT analysis.
You should be identifying your brand’s strengths, weaknesses, opportunities and threats. When marketing, you should be capitalising on your brand’s strengths. Flaunt all that you can offer and that you do better to your audience. That should help create a positive impression of your brand.
When it comes to weaknesses, be honest about them. Consumers these days value truth and honesty. On top of that, honesty helps build trust like no other. So, use your weakness to your advantage and give your audience the confidence that you are the right healthcare brand for them.
Opportunities are for you to recognise. You should be carrying out tests and market analyses from time to time to be ahead of market shifts and keep up with trends that will favour your brand.
And don’t forget the competition. What’s a brand without competition right? When you are comparing your brand to another, don’t just stop at the facilities and healthcare products they offer, go as far as to see their marketing strategies, and their customer base and assess what you can do better than them.
Maintaining a good website
A well-maintained website improves the patient experience by providing accurate and updated information about your services, staff, and facilities. This transparency helps patients make informed decisions and feel more confident about their healthcare choices.
The ability to access the latest information online can significantly improve how patients perceive and interact with your healthcare brand.
Features such as online appointment scheduling, prescription refills, and access to medical records allow for connection between your patients and you. These capabilities not only increase patient engagement but also lead to higher satisfaction levels as patients can manage their basic healthcare needs online.
Here’s an example of a good website by Pantai Hospitals. Users can request appointments, find a doctor, browse services and much more. All the main functionalities are available on the homepage.
A well-maintained website provides a competitive edge by differentiating your healthcare brand from its competitors. By showcasing your unique services and expertise, you can attract new patients. Aside from that, feature positive reviews and testimonials on your website to further build trust and draw more potential patients to your brand.
Utilising social media
Social media marketing helps with professional networking and building patient loyalty. By having a strong social media presence as a brand, you can foster a network that enhances your brand’s credibility.
Projections indicate that over 4.41 billion people will be using social media by 2025. The potential for reaching a vast audience is huge. To maximise this opportunity, it can prove valuable to create unique campaigns catered to different social media platforms.
Increasing awareness of health topics and issues is another vital aspect of social media. Design engaging infographics, informational campaigns, and brand-centric content to keep your audience informed and engaged. This approach helps spread accurate health information to patients, enhancing their knowledge and trust in your brand.
Handling patient queries efficiently has become much easier through social media too. As a healthcare brand, you can use these platforms to address patient concerns and complaints promptly. Online communities and discussion forums on platforms like Facebook offer a space for managing complaints and fostering patient satisfaction.
Leveraging patient testimonials
Leveraging patient testimonials can significantly improve your healthcare brand’s visibility and awareness. In today’s social media-driven world, healthcare providers must harness the vast opportunities these platforms present.
With billions of users on Facebook, Instagram, and Twitter, your brand can tap into this expansive reach to boost its online presence. Current statistics show that over 80% of internet users seek health information online, making social media an essential tool for your brand’s visibility.
By creating tailored content, interactive posts, and providing timely responses, you foster a sense of community and trust. Sharing patient testimonials and success stories on social media becomes a compelling way to build credibility.
These real-life stories resonate with potential patients, helping to establish lasting relationships between your healthcare brand and your audience. Brand360 recognises this potential and uses personalised content strategies to enhance your brand’s credibility and patient trust.
Participate in community outreach
By genuinely involving yourself in your community, you show that your brand cares about more than just profits. Hosting events, webinars, or workshops that offer value to your community is a great way to share your expertise, answer questions, and listen to feedback.
Community outreach also fosters brand loyalty. This isn’t a one-time effort but a long-term investment. When you consistently engage with your community, you cultivate a loyal customer base that feels connected to your brand.
Actively participating in community initiatives and supporting local causes reflects positively on your brand. Partnering with local charities or nonprofits that resonate with your brand’s mission and sharing these contributions encourages your community to get involved too.
Your community is an invaluable source of feedback. Engaging with them allows you to refine your products and services based on their real-life experiences.
Excellent customer service
Healthcare is fundamentally a customer service industry, where kind gestures and positive everyday interactions between staff and patients set the stage for a reputation of providing good quality care.
Train your employees to deliver exceptional customer service by providing them with the tools to understand patient needs, hone good communication skills, and to foster empathy.
Incorporate role-playing exercises in your training programs to simulate patient interactions, allowing them to practice responding to various scenarios. Encourage staff to engage with patients genuinely, ensuring they provide information understandably.
By focusing on these aspects, you can create an environment where patients feel heard, valued, and well-cared for, ultimately leading to improved patient experiences and better brand presence.
Importance of branding in healthcare
The healthcare industry is a high-stakes in game. Unlike a situation where someone’s Shopee order was messed up during shipping, dealing with healthcare issues is much more riskier.
When you manage interactions about medical needs, the outcomes have significant implications on people’s health and well-being. Almost 60% of patients select their healthcare providers based on convenience rather than loyalty.
This means that if the services your brand offers aren’t up to par, you might lose potential patients to competitors who offer a smoother, more convenient experience. Your brand reputation acts as a reflection of the quality of care you provide.
A positive impression can be the deciding factor for patients choosing between providers, and it sets the stage for their overall satisfaction with your services. So, focus on delivering a good brand image. It’s not just an added benefit, but a crucial element of your healthcare brand’s success.
Final thoughts
Building a strong brand through effective marketing strategies is crucial for your success in healthcare. You need to go beyond just being visible, your goal should be to build trust, enhance patient engagement, and achieve sustainable growth.
A well-crafted healthcare brand ensures that patients feel confident in your ability to provide excellent care. By focusing on strategies to build a strong brand, you can stand out from the competition and attract more future patients.
If you’re ready to elevate your healthcare brand and reach more patients, Brand360 is here to help. Our team specialises in brand design, strategy, and marketing to support your growth and success. Let’s work together, contact us today!
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