Dave Brond
VP, Strategy and Planning
Aloysius Butler & Clark

This is really two intertwined questions. To build a strong brand presence, healthcare organizations should first understand what their brand means in the hearts and minds of their stakeholders (patients, family members, employees, providers, community and board members). Conducting qualitative and quantitative research with these audiences will uncover the strengths, weaknesses, opportunities and threats of your brand; identify differentiators and decision drivers; and establish a strong, compelling, unique brand position. From this positioning, brand elements can be created to authentically and positively communicate your brand to internal and external audiences.

To maintain a strong brand presence, healthcare organizations should share and promote the brand internally first, creating as many brand ambassadors among staff, providers and volunteers as possible. Engage these important audiences to share how they live the brand every day and encourage them to demonstrate the brand to their colleagues, patients and family members.

Use these testimonials of your brand in action as messages to demonstrate what your brand means. Share this brand communication throughout all your external communications (including newsletters, emails, president’s communications, digital and traditional advertising, service line marketing, recruitment marketing, website, PR talking points, social media, community events, town halls, internal signage, etc.) so that all audiences see and hear what makes your healthcare organization unique and qualified to provide excellent patient care and service to everyone in the communities you serve.

Maintaining a strong brand presence does not necessarily require an inordinate marketing cost, but rather vigilance in keeping a steady drumbeat of your brand position in what you say and write about your organization.