Branding Strategies Adopted by Healthcare Providers: Building Trust and Authority

Hospitals are a nightmare for some people. Any type of medical condition isn’t accepted by patients or their relatives at once. Once diagnosed, then the whole process of finding an efficient hospital comes into the picture. Branding strategies in healthcare are a medium to pass on the message of letting go of the fear of hospitals. People hesitate to step on the threshold of hospitals as it is a matter of the health of self or loved ones. This approach needs to be transformed from the very psychology of people. Hospitals are synonymous with being safe, healthy & healing. The branding strategies of healthcare providers work primarily on the patient's trust & relatives' trust.

Healthcare providers are confidants for the patient. The trust factor is uplifted that he/she will recover safe & sound. Adopting a ‘patient first’ approach has been the motto for healthcare branding strategies lately. Hospitals are considered as a second life-giving institution & doctors are highly regarded in society. Highlighting the same would work wonders for the hospital as a brand.

Let’s have a look at some branding strategies for healthcare providers:

1. Leverage physicians’ stature:

Medical professionals, due to their devotion to the profession have built an authority in society. Patient retention is a very common phenomenon for them as patients have faith in them. In crafting branding strategies, this faith in the physician can be utilized to gain recognition. Due to this authority, a referral by an established doctor builds trust boosting the hospital’s brand.

2. Tailored Video content:

Digital presence surged via authoritative video content. For branding strategies to work, podcasts on in-depth & common medical concerns can be shot. Invite authoritative medical professionals, and share authentic information by the mediums of short videos & reels too. Target audience isn’t much of a topic to ponder upon in a hospital’s brand-building scene. Podcast topics can be on several health concerns including physical & mental both. Craft intrinsic & relevant podcasts can prove to be an immense hit amongst the working population like the IT industry, corporate, entrepreneurs, & common people too.

3. Patient testimonials:

Genuine in-person reviews of the patients help in crafting an ideal brand reputation. Patients leave positive reviews when they are more than elated by the treatment & the results they have received. Identify such healthcare consumers who will proactively share their genuine videos or testimonials on how the hospital provided & treated them.

4. Run ads with strategic targeting:

This will help in creating lead buckets for prospective patients. Display ads are the best option to boost brand awareness & recall. Aggressive leveraging of display ads leads to gradually people noticing the brand & word-of-mouth helps too. Investing in Google ads via location-specific keywords is the key. For eg. “dentist near me” can be used in the display ad as you put it up on Google. It will immediately keep your ad on the first link where the chances of click rate are higher. This is one of the best branding strategies used.

5. Craft a brand story:

To suit the brand reputation, emotional storytelling works wonders. Especially a visually appealing story that can strike an emotional chord within the target audience. The logo, tagline, color scheme, & brand message that you pass are the most critical parts of your branding aesthetic. Maybe one can use calming & joyous themes to diminish the stereotypical image of hospitals being a negative aspect. Encourage people to be fit by spreading the message of regular tests, eating healthy, spreading the importance of health in aged patients, etc. A series of stories can be crafted into a content marketing strategy to be more stimulating.

6. Leverage SEO & social media:

Keep the brand familiarity alive via social media. Keep the color scheme to your hospital’s color palette for the patients to feel secure. Local SEO is also an exceptional way to get instant reach to your website & spread cognizance about your establishment.

7. Hire an Online Reputation Management (ORM) specialist:

As a part of branding strategies, hospitals should be prompt & immediate in giving appreciative responses to the reviews posted online or to comments on social media. It also helps in building brand trust. Also, setting up automation for CRM will enhance the digital presence as existing patients will start following social media accounts or engage with the website in some manner or the other.

8. Soft skills training:

Beyond treating physical ailments, medical professionals also boost patients' mental morale by addressing their condition. Be it the patient himself or the relative, one can need a morale boost to face the medical condition. If a patient needs to be operated on, he/she should be well-prepared for the surgery & not be stressed about it. If stressed & the surgery about to happen is crucial, it may be a failure with external uncontrollable situations. To handle the same, some doctors may need soft skills training to calm the patient or the relatives. Imbibing confidence is key.

9. Keep track of all activities:

Tools like Google Analytics, social media insights & email marketing analytics can help you understand what strategies are working & which one needs improvement. Monitoring the campaign performances gives a clearer picture of the next actions that need to be taken.

Conclusion

In this digital age, branding strategies for hospitals are a crucial part. An ideal hospital brand builds trust, attracts patients & professionals, and creates a brand image of the hospital in the market. Scrutinizing data & actualizing it strategically will enhance the reach of the brand. Awareness of the brand in the initial stages is extremely important to gain reach. Attending to customized patient needs & enhancing the patient experience every time leads to gradual revenue growth & well-built recognition.

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