#19 – Building Powerful Healthcare Brands: Insights from Industry Leaders

Introduction

In a recent panel discussion, industry experts Boh Hatter, Sara Strom, and Linda Smith shared their insights on building powerful healthcare brands. Moderated by Jared S. Taylor, the conversation covered essential branding strategies, the role of internal and external teams, and the future of healthcare branding. Here, we delve into their valuable perspectives and advice for startups and established companies alike.

The Importance of Personalization and Mission-Driven Branding

Bo Hatter highlighted the increasing importance of personalized messaging and mission-driven branding. As AI advances, personalization will become more prevalent, allowing companies to connect with their audience on a deeper level. Additionally, a strong mission can differentiate a brand, especially in healthcare, where companies can leverage their purpose to engage with customers and stakeholders.

Leveraging Employee Advocacy

Sara Strom emphasized the power of employee advocacy in building a brand. Encouraging employees to share their voices on platforms like LinkedIn can create authentic and organic brand promotion. Sara also pointed out the effectiveness of using founders’ and clinicians’ voices to establish trust and authority in the industry.

The Resurgence of Creativity in Branding

Linda Smith observed a resurgence in creative branding and storytelling. With the digital landscape previously focusing heavily on data and analytics, there’s now a renewed interest in creative messaging. Effective storytelling can elevate a brand, making it stand out and resonate more deeply with its audience.

Measuring Brand Health and Internal Advocacy

Measuring brand health is crucial, and Linda shared various methods, including sales proxies, speaking engagements, and media mentions. She also stressed the importance of internal advocacy, where employees and board members can play a vital role in amplifying the brand’s message.

Foundational Content as a Cornerstone

Bo Hatter advised startups to invest in foundational thought leadership content. This “Jerry Maguire manifesto” should represent the company’s core thesis and can be utilized across various channels—owned, social, paid, and earned media. Such content not only establishes authority but also provides a consistent message that supports all branding efforts.

The Role of a Marketing-Minded CEO

A marketing-minded CEO can significantly impact a company’s branding efforts. While not every CEO has a marketing background, fostering a culture that values marketing and brand development is essential. For CEOs less familiar with marketing, resources like Dave Gerhart’s “Founder Brand” can offer valuable guidance.

Future Trends in Healthcare Branding

Looking ahead, companies should focus on personalization, mission-driven initiatives, and creative storytelling. Embracing these trends will help healthcare brands connect more effectively with their audience and differentiate themselves in a competitive market.

Conclusion

Building a powerful healthcare brand requires a combination of personalization, mission-driven messaging, creative storytelling, and internal advocacy. By leveraging these strategies and investing in foundational content, companies can establish a strong brand presence that resonates with their audience and drives growth. As the industry evolves, staying attuned to emerging trends and continuously refining branding efforts will be key to long-term success.