By: Rochell Dabu De Guzman
As healthcare becomes increasingly competitive, it’s become more important than ever for medical centers and hospitals to differentiate themselves from their competitors. One way to do this is through good branding. In this article, we’ll explore the importance of branding for medical centers and hospitals, and how it can help them succeed.
The University of Texas MD Anderson Cancer Center is one of the world’s most respected cancer treatment and research facilities. To stand out in a crowded healthcare industry and continue its mission of “Making Cancer History,” MD Anderson invested in a comprehensive branding strategy. The campaign included a refreshed logo and visual identity, a new website, and a powerful advertising campaign highlighting the center’s commitment to compassionate care and innovative research.
The branding campaign was a success, with MD Anderson seeing an increase in patient visits and revenue. In the first year after the campaign launch, MD Anderson experienced a 30% increase in new patient visits and a 21% increase in revenue. The refreshed brand helped position MD Anderson as a leader in cancer care and research, and the increased visibility and reputation led to collaborations with other leading healthcare organizations. The success of the branding campaign has allowed MD Anderson to continue its important work of treating and curing cancer while maintaining a strong, recognizable brand.
What is Branding?
Branding is the process of creating a unique identity for a product or service. This identity is usually composed of a name, logo, tagline, and other visual and verbal cues that are used to communicate the company’s values, mission, and personality. Branding helps companies differentiate themselves from their competitors, establish credibility and trust, and create a connection with their target audience.
Why is branding important for medical centers and hospitals?
Medical centers and hospitals are in the business of providing healthcare services, but they are also businesses that need to attract patients and generate revenue. In today’s competitive healthcare market, it’s not enough to simply offer high-quality medical care. Medical centers and hospitals need to stand out from the competition and create a strong brand identity that resonates with their target audience.
- According to a survey by The Beryl Institute, 48% of patients said that reputation and brand were the most important factors when selecting a hospital or medical center.
- A study by the Journal of Healthcare Management found that hospitals with strong brands had a higher patient volume and greater financial stability than hospitals with weaker brands.
- A report by the Advisory Board found that a strong brand could improve a hospital’s market share by up to 50%. The report also found that hospitals with strong brands were more likely to be selected by insurance companies for inclusion in their networks.
A strong brand can help medical centers and hospitals
Building a strong brand for a medical center or hospital takes time and effort, but it’s worth it in the long run. Here are some tips for building a strong brand for a medical center or hospital:
- Define your brand identity
Before you can start building your brand, you need to define your brand identity. This includes your mission, values, personality, and target audience. Your brand identity should be unique and authentic to your hospital.
- Develop a logo and visual identity
Your logo and visual identity are key components of your brand identity. They should be memorable, distinctive, and reflect your hospital’s values and personality.
- Create a tagline
A tagline is a short, memorable phrase that communicates your hospital’s values and personality. It should be concise, catchy, and reflect your hospital’s unique identity.
- Develop a content strategy
Your content strategy should include your website, social media channels, and other marketing materials. Your content should be informative, and engaging, and reflect your hospital’s values and personality.
- Build relationships with patients
Building relationships with patients is key to building a strong brand. This includes providing excellent medical care, communicating effectively with patients, and creating a positive patient experience.
- Monitor your brand reputation
Monitoring your brand reputation is important to ensure that patients and the community perceive positively your hospital. This includes monitoring online reviews, social media.
In today’s highly competitive healthcare industry, having a strong brand is more important than ever for medical centers and hospitals to succeed. A strong brand helps to establish a positive reputation, build trust and credibility among patients, and differentiate the hospital from its competitors. With the increasing importance of online reviews and social media, a good branding strategy can also help attract and retain patients.
A strong brand can also help medical centers and hospitals to communicate their values and mission to patients and the wider community. By clearly communicating their unique selling proposition and the benefits of their services, hospitals can establish a loyal patient base and increase their market share. A well-defined brand can also help hospitals to attract and retain talented healthcare professionals who are looking for a workplace that aligns with their values and mission.
In conclusion, branding is an essential element of success for medical centers and hospitals. It helps hospitals to establish a positive reputation, differentiate themselves from competitors, and attract and retain patients and talented healthcare professionals. By investing in a comprehensive branding strategy, hospitals can position themselves for long-term success in an increasingly competitive healthcare landscape.
