Branding of Hospital

8/8/2019 Branding of Hospital

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Pears soap

created history in themarketing field, by registering itself asthe first commercial brand.


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G roup-18

Dr Poojal Arora

Dr Ravinder Singh BhallaDr Sapana Bhatnagar

Dr Tapasya Bhardwaj


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What is a brand??Y our brand is a vision, brought to life in eachchannel and at every touch point where your

organization engages its audiences

Audience can include customers, employees,prospects, vendors or any person your organization touches


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Brand is not defined by what you think andfeel, it is defined by what your audiencesthink and feel.

Is a collection of perceptions in the mind of

the audience.Brand Is both tangible & Intangible.

Is built through the experience it offers.

Reflect the culture of the organization. Must connect on an emotional level.


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Branding and Marketing

M arketing is a broader, in-your-face, conceptinvolving advertising, pricing, branding, and

more.

Branding is a part of marketing, it is more aboutimage enhancement, than selling products,although there is no denying that branding tooinvolves advertising.


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Need of branding

Information and value additionTrust

TransparencyRecall

Competition !Specific consumer needs and perspectives

Liable to shareholder


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Health Care Branding...Beyond Corporate

Identity


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"A brand is a collection of perceptions in the mind of the audience.

A brand is built through theexperience it offers.

To be remembered abrand must connect onan emotional level.

A brand can be not loved.


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PURPOSE OF

BRAND

INSP IRE Inject your

organizationwith heartand soul

MOT IVATESpur action

CONNE CT

L inkproducts andservices to a

promise.

S IMPL IFYC larify andcrystallize

your mission

INFOR MC onveyvalues,

attributes,andadvantages


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W HAT MAKES A BRAND PO W ERFUL?

QUAL ITYH igh quality productsH igh quality services

CONS ISTEN C YProduct standards

Service standardsMessage standardsG raphic standards

BRAND ATTR IBUTES

Marketing mission

D IST IN CT AR

CHITE

CTURE

TOOL

Product/Service Attributes

Functional BenefitsE motional BenefitsValues


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B enefits of a strong brand

image Creates high affiliation in the community Attraction and retention of employees easier.Receives a lot of publicity

Increases customer loyalty and referrals Increases market share for the target market

Provides a platform for growth Easier to support the brand promise


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HEALTH C ARE BRANDING IS

DIFFERENT

Traditional communication does not really work whenyou have to promote a hospital.

Please visit us again for your next heart surgery or G reat limited offer with 25% discount for your nextsurgery. Act Now.

These offers just sound ridiculous!!!

Successful branding for a hospital is a function of Sensitivity and E mpathy.It is about communicating care through your staff,facility and collateral.


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It is more than just providing the best-in-classtechnologies and treatments!!

It aims to convert each patient treated into a

brand ambassador for the hospital.

Right from the time of admission to discharge,for a patient everything is an experience. Thepositive image taken home, proves thehospital's brand a success.


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IMP

LEM

ENTING BRANDING

Internal branding - Developing internal belief systems in your staff who will actually deliver theexperience and impact brand perception.M ost health practitioners think of patients and not

customers. A shift to the mindset of treating ademanding customer who can go elsewhere is thetoughest challenge in developing a successful brand.

G etting the right partners - H aving specialist agenciesfor communication and training that understandsmanaged healthcare.


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W eb- It is now much more than a communication platform thathouses your brochures, use the web to talk to your customersand make your services available online.H ospitals are also successfully using the web to attractoverseas patients.

P rograms- Traditional loyalty programs are again not the wayto go for a hospital. What works is small niche focusedprograms that either focus on a audience or a specific service M other and child programs, E xecutive health checks etc.

General- G AP AnalysisThis is the difference between who you think you are and who

your customers thinks you are.It can also be the difference between who the customers think

THEY are and who you think they are..


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HOW W

E DO

IT

? Educate and imbibe Communicate Motivate Activate And do it the next day all over again


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We need to communicate the same

message all the timeIn CEO s talkstaff meetingsevery mail that goes outC andidate contacts by recruitersTraining sessions

O ne on one sessionsM entoring meetingsBulletin boards

Suggestion boxes


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TOOLS OF

BRANDING

A balance of tangible and intangibleTangible would comprise the physical aspectslike equipment, the space allotted as parkinglots for patients, and even the smell at thehospital. Intangible implies the uniqueexperience a patient would receive

H ospitals often make the mistake of concentrating more on the tangible part of branding, whereas it is the intangible part thatenhances the brand image


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T argeting the S tressed P atient At the time of check-in, a patient is naturally stressed. This iswhen the patient and his/her relatives need the hospital'semotional support the most. " If that stress is taken care of, thenbe rest assured the customer will remain loyal and in turnrecommend your hospital

Customer D elightThis can be easily given to them through a personal touch andemotional assurance. It creates an ever-lasting impression.

N ameThe nomenclature too plays a critical role. It should depict theservices the hospital specializes in (for instance Asian H eartInstitute), should be short ( M ax H ealthcare)


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F or Various T iersDepending on the market, branding plans will differ for secondary, tertiary or multi-speciality hospitals . The brandingbudget, message, positioning, medium, all have to be devisedand tailor-made according to the organization.

Secondary care hospital will target local surrounding areas andpeople, so they can brand themselves as a part of that region.Tertiary and multi-speciality care hospitals will need to target thenational and global market, and also medical tourism.

O ld hospitals must highlight their decade-long experience, flaunt

their rich heritage and thus touch people's heart and emotions,instead of the latest gadgets they have acquired


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Value P roposition : E

nsuring value proposition is essential.V

alue proposition neednot mean high quality at a low price. It means, even if thehospital's charges are high, it must offer the best service,technology and most importantly, emotional assurance

R eality Check

Branding begins through realizing the USP of the hospital byconducting a reality check. This will include the hospital'sinherent strengths, weaknesses, its competitors, the positioning,and quality of doctors and services.

Simultaneously, it is important that the hospital design its logo,slogan, the colors to be associated with the brand and which willbe used in all hoarding, brochures, and on the website


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W ockhardt HospitalsGroup

Tagline : Differs for all speciality hospitals. TheMulund Cancer Centre has it as: Add years to lifeand life to years.

Co lour : Red - the color of life. The website is blue,as it is soothing to the eyes.

Lo g o : Two red wings, flying in an upwarddirection, depicting continuous growth.

Br and Mant r a : To provide the best in advancedsuper-speciality in healthcare; IT is given specialimportance.

Uniqu

e featur

es : The Family Virtual Visit option,a pioneer in this case, for the relatives of thepatients.In an emergency, when relatives cannot beentertained in the hospital all the time, this set-uphelps to send latest photographs and reportsthrough e-mail to the relatives.


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Being U nique :

Being a pioneer in a technique or a surgery is another way.E verybody remembers M adras M edical M ission for conductingthe first pediatric heart transplant or Apollo H ospitals, C hennaifor its first telemedicine initiative.

S preading Brand S tories :H ospitals can take lessons from MMH RC which is rigorouslyworking towards this.

O ne of MMH RC 's favorite is the dedication of the nursing staff. A six-month-old baby, an accident victim, was rushed to thehospital. A lactating nurse then breast-fed him. "This shows thededication of our staff


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S tep 1:Learn As Much As You Can About What YourAudiences Think Of:

You.Your Mission.Your Competition.Your Reputation.


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S tep 1:Learn As Much As You Can About What YourAudiences Think.

(In Other Words Do Plenty Of Research)

QualitativeQuantitativeFormalInformal

Talk to as many people as you can.


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S tep 1:Learn As Much As You Can About What YourAudiences Think.

The end result is you want toknow how people experience

your brand.


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S tep 2:Become Crystal Clear About What It Is You Do .


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S tep 2:Become Crystal Clear About What It Is You Do .

What S ervices And Benefits Do You Offer?What Is Your Impact On The Community?

What Kind Of Difference Do You Make In Peoples Lives?What Can People Expect From You?What Is Your Reputation?


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S tep 3:Determine What You Need To S ay And How You Want To S ay It.


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S tep 3:Determine What You Need To S ay And How You Want To S ay It.

Positioning S tatement.Promise Of Value.

Key Messages.Benefit S tatements.S ound Bites.S logan.Tone Of Voice.


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S tep 4:Check Your Brand In The Mirror.


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S tep 4:Check Your Brand In The Mirror.

Consistency Is Key.Visual Identity.Overall Look And Feel.Graphic S tandards.Brand Architecture.Communication Vehicles.


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S tep 5:Leverage Your Brand Touch Points .


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S tep 5:Leverage Your Brand Touch Points .

Figure Out How And Where People Experience Your Brand.Optimize Existing Touch Points.

Look For New Opportunities.


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G rowing in health sector

By brand extension, we mean when a hospital,possibly with just one specialty, decides to includeother specialties. Wockhardt and F ortis, which startedas cardiac institutes and later became multi-specialtyhospitals, are apt examples of brand extension.

If hospitals plan to expand, they must do so inspecialties related to their original specialty. This

way, people are likely to accept the additionssportingly


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Branding should not be built around a particular person.

Never propagate untrue key areas or incompleteinformation. "Never over-promise and under deliver Must be nurtured continuously.


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C ON C LUSION

Brands that walk the talkwith their promise

Become an active part in thecustomer conversation

And Will flourish.


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Documents

Branding of Hospital