Truth #1: Brand perception is largely driven by brand experience – whether that is your experience or the experiences that others have shared. By the way, that experience can be in person, by telephone or through digital engagement.
Truth #2: The fastest way to undermine your brand’s reputation is through your constituents having a negative brand experience.
Truth #3: If you want to improve your organization’s brand image, the most important step to take is to improve the experience of your patients, visitors, referring physicians and employees. If those people aren’t happy with your organization, your branding efforts aren’t going to go very far
Too often healthcare organizations try to market specific service lines or boost their brand image without first addressing internal cultural challenges that tarnish the brand. My message: get your house in order before pushing out a brand promise you can’t fulfill.
The original version of this page was published at: https://thehealthcaremarketer.wordpress.com/2019/02/19/brand-experience-is-foundational/
Hi. We’re Jennings. We’re in Chapel Hill, North Carolina and we live and breathe healthcare marketing. Over the years, we’ve worked with dozens of hospitals and healthcare organizations.
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