Whether you know it or not, your Brand has a voice. In every email you write, advertisement you create, and phone call that you answer, you are defining the voice of your Brand. The messaging that you use is extremely important. When consumers are gaining a better context for your company, they are looking to determine what you offer and what you stand for. Specifically, when customers are on the market to find a trustworthy healthcare provider, there are a few qualities that they look for. First, people want to know that they are receiving care from someone they can trust. Secondly, they want to know they will find affordable services from experienced individuals. Lastly, patients want to know that they are working with a Brand that has their best interest in mind. The customer experience is the promise that you make to your customer.
Because your voice helps to define your position in the marketplace, it is important that you invest resources into developing messaging that resonates with prospective patients. Not only must you invest in your message, you must OWN your message. Through every touchpoint, your messaging should reinforce the idea that you are a trustworthy expert in the field.
Unfortunately, it can be difficult for Brands to develop a strong voice in a competitive market. Because of this, it is important that Brands rely on research and expertise in order to create an effective messaging strategy. At RocketDog, we work with healthcare Brands to develop healthy messaging techniques that resonate with customers. By doing this, they increase the size of their customer base while improving their reputation in the market.
When working with Brands like Evergreen Healthcare, we determine creative concepts that will help position them well in the marketplace. Through the website design and marketing collateral created by RocketDog, Evergreen Healthcare saw a 40% growth in online traffic. Because they amplified and strengthened their voice, they are continuing to see an increase in rate of growth. There are important components to a Brand voice that will lead your company to experience growth in the future. In this article, we will share important components of developing and owning your message.
Define Your Personality
Before establishing the nuances of your messaging, you must develop a personality for your business. Based on the services that you provide, develop a personality that resonates with the target audience. For example, Evergreen Healthcare wanted to be known for the idea of providing breakthrough care to patients. Because of this, RocketDog established a messaging strategy that showed that the professionals at Evergreen Healthcare are innovative, distinguished, explorative, and helpful. By focusing on these qualities, Evergreen Healthcare has had the ability to establish a unique position among the competition.
Take the opportunity to create a strategic layout of the qualities that you want to be true about your Brand. After you know the traits that they want to embody, you can start to develop a voice that reinforces these characteristics.
In the healthcare industry, it is easy to compromise consistency because of the large number of campaigns and departments that are being advertised throughout the year. Although parts of your messaging will be tweaked for certain campaigns, the personality presented and language used should never change. When you use different messaging for various campaigns, patients will not be able to understand the true value that you provide. When you own your voice, you are able to develop creative initiatives that are true to your Brand personality. Since this voice channels your passion and showcases your expertise, it should consistently provide insight to the clientele.
Although many people can agree that consistency is important, it can be difficult to achieve. In order to streamline your messaging, you must first analyze the language that you are currently using. Gather together a team of marketing professionals along with the marketing collateral that you have used in various ways throughout the year. Make a chart of the words that were used, tone that was expressed, and perspective that was taken in each piece of marketing collateral. From there, pinpoint the phrases and words that are impactful versus the ones that are used to fill space. Begin developing your language based on the impactful words that effectively create value for the audience. Although this is a simple practice, it paints a bigger picture about the value and consistency of the overall Branding strategy.
After you define the tone and language of your Brand, put your goals into practice. Work with an experienced team of marketing professionals to develop sample pieces of collateral for each division of your Brand. Your rehabilitation center, pediatric department, surgery program, and all other departments should be enhanced because of the language that you utilize. These sample pieces should showcase the use of messaging on social media, print, and digital platforms. Through these sample pieces, your marketing team will have a better understanding of how to put your message into action in each aspect of the overall strategy.
Partner With A Third-Party Agency
As a healthcare Brand, your speciality is providing quality care to your customers. An effective marketing strategy helps expand your consumer base and increase your reputation in the industry. To develop a team of marketing professionals that is able to market effectively across all platforms, you must have a team that is composed of a group of experts. Not only must these specialists have diverse skill sets, they need to have access to ample resources and knowledge of the field. For some healthcare Brands, developing a robust marketing team is a cumbersome effort. Rather than using sideways energy to train marketing professionals, partner with a third-party agency.
There are many benefits to working with third-party Branding agencies. First, many agencies have a team of experts that embody a wide range of specialties from social media to market research. Secondly, there are firms that have in-depth experience in the healthcare industry. Third, high-quality firms analyze research and collaborate often in order to ensure that all messaging is consistent and accurate. When you work with a Branding firm, you can trust that their insight will help attract consumers to your Brand.
At RocketDog, we often work with companies in the healthcare industry. When Brands initially approach our firm for assistance, they are often frustrated about the return on investment that has resulted from their marketing efforts. When you work with RocketDog, you can trust that the money you spend on excellent marketing will have long-term benefits for your Brand.
Healthcare marketing can be intricate and difficult. As you try to attract new customers and develop your reputation, you must be sensitive to the illnesses and challenges that your customer base is working to overcome. It takes skill to craft sensitive messaging that showcases compassion, expertise, and care. When you carefully concoct your language, you will see growth in your reach and retention. By working with a third-party firm, you can focus on your outcomes as a company while refining and strengthening your overall Brand.
If you are looking to renovate the way that people experience your Brand, contact RocketDog today.