In the health sector, it’s essential to create meaningful connections with patients and service users. So if you’re wondering how your brand can help you do that, keep reading.
At Kaleidoscope, we work with a variety of sectors, including health. From crafting communications campaigns to building unforgettabke brand messaging and activation. That’s why we feel we’re well positioned to share some advice when it comes to curating a strong and effective brand got the health sector.
Why your brand matters in healthcare
A brand isn’t just about making money; it’s about creating an impact – the right kind of impact. And in the health sector, where a brand can define a patient experience through everything from signage and uniforms to appointment reminders and patient portals — there’s no sector more important when it comes to creating a brand that understands its audience.
You need to build trust and credibility amongst patients at every turn, and to do this, you need a brand that’s easy to connect with, identify with, and, most importantly, a brand you can recognise.
So here are three key things your health brand should zero in on.
1. Focus on co-creation
It’s important you work alongside stakeholders to map out what the brand should stand for — stakeholders could be anyone from patients, service users, health professionals or regulators.
Give stakeholders the opportunity to collaboratively design a narrative and identity that is robust and evidence-based. Nothing is guessed or assumed. Instead, you’re gaining multiple perspectives from the people who matter most.
2. Establish a trusted brand with partnerships
When it comes to making a decision, whether a professional, patient or commissioner, this decision isn’t determined by just one person or one organisation alone. There are many different touchpoints, all of which play an important part in the process. The health sector is a complex one, and all these different players have value; that’s why building effective partnerships are vital to the success of your brand.
You want a trustworthy brand that has the reach and impact necessary to be successful — and partnerships are what help you achieve that.
3. Make your brand flexible
Regardless of sector, your brand needs to be flexible to change, but in a healthcare setting in particular — an industry characterised by change — your brand needs agility at its heart. Whether it’s changing systems, processes or regulations, your brand has to be ready to move quickly when opportunities arise, ensuring it remains relevant.
To achieve this, your brand has to be underpinned by a clear and comprehensive brand narrative, which provides the spine for your brand to work from.
Before you go
Making any changes to your brand, regardless of how insignificant it might seem, can impact the way your brand is perceived.
We’re experts in communication and all things branding. And just over the last few years, we’ve helped many healthcare brands reinforce their trustability through carefully crafted communications. Let us help you too — get in touch.
Read about how we created a new brand for Liverpool University Hospitals Foundation Trust.