Take a minute and list all of the things that your Brand provides to clients. If you work for a pediatricians office, you check on wellness of kids, care for sick kids, provide shots, recommend additional services, and much more. As a neurosurgeon, you complete surgeries but you also develop treatment plans, analyze data, and educate individuals. Unfortunately, many specialized facilities are unable to fully communicate the scope of their services. Healthcare Brands can easily become known by just one service or speciality. Because of this, it is common that healthcare brands only reach a portion of their target audience. When you effectively communicate the entirety of your services, you will see a growing number of individuals that are interested in your Brand.
If you employ an in-house marketing team, they are often only interested in their specific area of expertise. For example, the rehabilitation department is responsible for increasing their traffic and appealing to net new audiences. The surgery center wants to increase the number of surgeries that are completed weekly. Because different departments have different strategies and goals, there are often discrepancies in language and messaging. When working with an outside agency, you will have access to a group of experts that can develop an overall language and strategy that can be tweaked and innovated to help promote growth in different divisions. When you have a consolidated language, it takes less time and resources to develop campaigns.
In order to determine the effectiveness of your communication, it is important to look at current business trends for your Brand. Is one division thriving while another is faltering? After looking at relevant data, consider completing a survey. Ask a variety of local individuals what comes to mind when they think of your Brand. If all people answer similarly, it is obvious that you are only known for a singular speciality. When you are marketing strategically, you will be able to communicate the full scope of your expertise without compromising the current client base. At RocketDog, we believe that Brands can thrive when they determine an effective way to market the holistic nature of their products and services. In this article, we will share different steps to take to increase the scope of your marketing efforts.
Identify Your Identity
As you begin to reamp your communication strategy, identify the factors that you are currently known for. As mentioned in the previous paragraph, there are a few ways that you can determine what the general population assumes to be true about your Brand. When you employ the services of an agency partner, you can use market reports to track consumer trends. In addition, many agency partners can conduct surveys that help you identify the strengths and weaknesses in your Branding. At RocketDog, we work with clients to develop a foundational Branding strategy that infiltrates a wide range of people in the target audience. Before every project, we look at consumer trends and behaviors to ensure that the collateral that is created is effective and compelling. After you identify your identity in the marketplace, you can begin to create a messaging technique that works for you.
Developing a Technique
Once you identify specific areas of growth, you can recreate your Branding strategy. You will not be able to reach net new people while using old techniques and messaging. In order to grow into new areas, you must strategically place your message on different platforms. In addition, you must renovate your communication strategy to showcase the full spectrum of your offerings.
At RocketDog, we know that healthcare Brands must market their expertise to people of all different ages and backgrounds. Because of this, healthcare Brands need to be present on all forms of social media and online platforms. When you work with RocketDog, you can create a language and messaging technique that can be translated across many different channels.
In the last few months, many healthcare Brands have tacked “telehealth conferences” onto their list of services. In reality, this service is very beneficial. Not only is it affordable, it allows people to have 1:1 conversations with their doctor from the comfort and safety of their home. Rather than simply listing your services, communicate their value. Showcase testimonials from beneficiaries and profiles regarding your expert employees. When you show real-life and relatable examples of success, you will be amazed at the interest that is piqued among consumers.
Sticking With The Plan
Developing a new Brand reputation is difficult. If you have been around for an extended period of time, it is likely that individuals have assumptions about your expertise and services. When you are rebranding, you will likely notice that it takes time to develop a rejuvenated reputation. Even when you are fatigued with the changes that are taking place, it is important that you stick through the transition period. Even if you do not gain much traction in the first few weeks, continue creating quality touchpoints with your target audience.
The customer experience includes every touchpoint you have with a current or prospective customer. From a logo to a billboard, a commercial to an email campaign, these touchpoints impact the perception that people have of your services. Consider creating quality and meaningful touch points until you see results. Once people see that you are passionate about your services, they will develop an interest in your Brand. Unfortunately, many healthcare companies want to see immediate results from every campaign. With this mindset, it's easy to confuse language and compromise strategy.
At RocketDog, we believe that specific campaigns can help support the overall Brand strategy. We work with Brands to develop unique campaigns that are utilized to target specific groups in the marketplace.
Working With The Right Agency Partner
As a healthcare entity, you are constantly fighting to find new patients, experienced doctors, and generous donors. With so many items on the agenda, it can be difficult to invest in an excellent marketing team. Rather than pouring resources and overhead into an in-house committee, develop a relationship with an agency partner. Thankfully, a Branding agency has a full team of employees that specialize in all aspects of the marketing strategy. Because of this expertise, you can utilize the skill sets of some of the most brilliant professionals in the industry.
When choosing an agency partner, it is important that you find a company that has experience working in the healthcare industry. With this experience, individuals will be well-equipped to notice shifts, trends, and nuances in the market. At RocketDog, we employ a group of specialists that ranges from social media content to digital design. Because of our healthy team, we are able to help clients accomplish a variety of goals.
Summary
As a healthcare brand, it is important that you maximize your reach so that you can assist more people that are in need. Because of the competition in the industry, many Brands can quickly become identified by just one of their many services. If you want to increase revenue and build traffic, market the services you provide in a holistic way. By prioritizing the holistic nature of your work, you will attract net new patients, employees, and donors.
If you are looking to renovate the way that people experience your Brand, contact RocketDog today.
