Five Ways to Test the Strength of Your Hospital Brand

I’m often asked to speak to hospitals around the country. East Coast, West Coast and everywhere in-between, I’m always happy to have those conversations and consequently I’ve gained firsthand knowledge about the struggles many have with their branding. Of course every hospital and hospital system is unique to its market, but there are some key questions to ask before a brand is launched or relaunched to the community.

Tell your stories in a way that communicates a broader benefit.

1. What’s your elevator pitch?

We all know how slow hospital elevators can be but imagine having to describe the essence of your brand between floors 1 and 2. Could you or any of your employees do that? Does your organization believe in its relevance? Would you need more time to explain it?

2. Do you promote your successes?

I’m amazed at how little hospitals do to tout their accomplishments. To some it may feel braggadocios but letting the world know what great things you’ve done helps perpetuate quality inside the hospital and out. Don’t let those high quality scores or those amazing procedures fall by the wayside. Just make sure they’re told in a compelling way.

3. Do physicians love you?

Perhaps the most important audience is the caregivers in and around your hospital. After all, it’s their patient’s health and their personal reputation on the line. Effectively communicating your brand creates loyalty with the physician community and engenders a lasting ripple effect. A great indicator of your brand strength can be measured through physician perception.

4. How easy do you make patient care?

From navigating your website to wayfinding your buildings, patients want a positive brand experience as well as effective outcomes. Technology should be your friend. Are you using smart phone apps to help direct them? Or are you stuck in the “we can’t do that because we’ve never done that before” mentality?

Make sure your branding is simple and compelling.

5. Do you lead or follow?

Many times, a hospital calls in the marketing team because they have advertising envy. They see what their competition is doing and want to emulate that experience. But a simple shift from follower to leader keeps your brand looking forward and will force others to catch up. If you’ve lost your leadership position, what will it take to get it back? Marketing is only a component to that question.

It’s always a big undertaking, but these questions are usually at the core of it all. Do you have any to add? We’d love to hear more about the ideas you have to move hospital brands forward.