Sunday, February 28, 2016

Three Ways to Build a Strong Health Care Brand

Pin It Now!
Watertree health mission statement
Strong branding is extremely important in the health care industry because health is a highly personal matter that affects everyone. Building meaningful relationships with customers is tantamount to any successful health care brand’s campaign to improving patient outcomes because people only buy products and services from those they trust. Since social media has become so integral in consumers' lives, here are three tips to building an effective digital strategy in health care:

1. Build a unified brand around trust, valuable information and community across all platforms including Twitter, Facebook and LinkedIn.

  • Make your mission and values immediately clear. Using my company’s official Twitter bio as an example: Watertree Health's mission is your health. Our free prescription discount card saves you up to 75% on brand name and generic medications at 95% of pharmacies
  • Provide an easily understandable and quick narrative that every employee and advocate is able to explain. For instance, Watertree Health makes health care more affordable for everyone by providing free prescription discount cards. The company tackles prescription non-adherence because costs have prevented too many people from getting the medications they need to lead healthy lives. As drug prices continue to increase, sometimes faster than the rate of inflation, more and more people will ration or skip medication – This leads to prolonged sickness and even death in some cases. Those who do not recover from sickness in a timely fashion ultimately place a burden on the health care system because they need to return to the doctors’ offices for the same problems.
  • Empower trustworthy, engaging and enthusiastic brand ambassadors to promote your brand. Promote professional and customer testimonials. Earn high marks from organizations that accredit legitimate businesses. Watertree Health is extremely proud of its A+ rating from the Better Business Bureau (BBB) and showcases the bureau’s logo on its home page.

2. Even with the multitude of platforms available online, websites are still incredibly important to your brand. In fact, it should be considered the cornerstone from which all of your other digital efforts take root. Using the practices above, design an easily navigable and informative site that provides positive experiences for visitors. 

The National Coalition on Health Care (NCHC), currently led by John Rother, has a very good website –
  • Clear mission: National Coalition on Health Care, Working Together for an Affordable Future. 
  • Information is useful and well organized within an easily navigable interface.
  • Every page has NCHC social buttons on the upper right side bar and additional contact information on the bottom.
  • A distinguished Board of Directors including:
    • Dr. Jack Lewin, who served as CEO of the American College of Cardiology (ACC) from 2006 to 2012. The ACC represents over 90% of U.S. cardiologists, 5,000 cardiovascular nurses and clinicians and over 5,000 members globally.
    • Don Crane, President and CEO of CAPG, which represents capitated, coordinated care organizations. Approximately 200 multispecialty medical groups and independent practice associations (IPAs) belong to CAPG, and cover medical care for 16 million patients.
    • The honorable David Durenberger, Former Senior U.S. Senator from Minnesota (R-MN), served from 1978 to 1995. From 1980 until President Clinton’s Health Security Act in 1993, he authored and co-authored most health reform legislation.
  • A roster of almost 80 members and supporters, including established and nationally recognized organizations such as:
    • AARP
    • Blue Cross and Blue Shield Association
    • CVS Health

3. Embrace the humanity of your organization. Health care is about people. Show how your organization is improving lives. Facilitate engagement among your audience. Empower your community to share their stories.

  • Make-A-Wish® America is one of the best examples of how organizations can respectfully present the face of child patients within the context of the important work they do to help combat life-threatening illnesses, through the telling of "Wish Stories". 
  • Ted Rubin advises using digital listening to connect with customers : “People share more information about themselves online than they think they do. Making it a point to search individual profiles for those clues is a type of digital listening that can make a huge difference for your company. It can help you create more compelling marketing materials, ensure excellent customer experience, and provide greater job satisfaction for your employees. Everybody wins!”
  • Clear or more guidance on how to build a strong health care brand, read 5 Reasons Why MayoClinic Dominates Social Media in Health Care.
Good luck! And don’t forget to make sure your organization is fully compliant with health care rules and regulations. If your company handles protected health information, employees should be HIPAA trained and certified. Always protect your community and maintain their trust above all.

Lisa Chau currently works in digital strategy and business development for free Prescription Discount Card provider, Watertree Health. Her previous experience in health care includes biotechnology logistics management for Living Independently Group, and special projects in education for the Geisel School of Medicine at Dartmouth College in conjunction with affiliated teaching hospital, White River Junction Veterans Affairs Medical Center. Read more about Watertree Health and connect on Twitter: WatertreeHealth

Lisa's work has been published in Forbes, US News & World Report as well as Huffington Post. She is an adjunct lecturer for the Zicklin School of Business at Baruch, and has been a featured guest on NPR.
Post a Comment