Healthcare is Human: 4 Reasons to Invest in Interaction as a Marketing & Branding Strategy
Despite the important conversations we’re all having about our changing healthcare landscape, one thing remains constant: old-school customer service still reigns.
Having overseen a busy call center in a large academic medical center for many years, I know those over-the-phone touch points are among the biggest moments of opportunity to build lifetime customers. In fact, a call between a patient or consumer and a member of your staff is more than a touch point. It’s a brand moment, and it is often the customer’s first experience with your brand. Its potential to build relationships—or impair them, depending on how things are handled—should not be underestimated…
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If you have recently launched a new brand at your healthcare organization, you are well aware that your brand is not a logo – your brand is an intangible asset that resides in people’s hearts and minds. It is defined by expectations developed over time though communication and, more importantly, through actions.
As healthcare industry leaders look to increase efficiency, grow market share, improve outcomes, and meet consumer expectations for 
Like any competitive environment, hospital markets include two key types of players:
When we present a strategic marketing plan to a hospital, for example, we start with a simple statement that has enormous value. It sets the tone for the entire data-driven document:
What do toothpaste, beer, shoes and hospitals have in common? A mission to do good. If you have been watching television or online ads lately, you may have noticed an upward trend of companies infusing corporate social responsibility into their brands. Corporate social responsibility refers to a business practice that involves participating in initiatives that benefit society. However, it is often viewed as a corporate-driven, top-down, obligatory duty that does not connect employees with the mission of the company.
