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  • Posted by: Nicole Diamant on Thursday, May 8 2014 12:27 PM | Comments (0)

    Healthcare Marketing & Physician Strategies Summit

    Eric Siegel, Ph.D., demonstrates the benefits of Predictive Analytics for healthcare marketing

    More than 600 healthcare marketers and communicators gathered in Orlando, Florida last week seeking solutions for their branding challenges at the Healthcare Marketing and Physician Strategies Summit. At InterbrandHealth we have seen the impact a strong brand can have on a company’s bottom line. Many best practice case studies at the conference demonstrated this as well. Here are five key conference takeaways:   

    1. Measure your brand

    Just like a diet, if you don’t know your starting weight and measurements, it’s hard to get to where you want to go. A Brand Strength assessment gives you valuable insight into where your brand is performing well and where it’s best to focus your resources to make it even stronger. Understanding your brand’s equity is key for marketers because it validates your work, demonstrates the value of marketing within an organization, and helps you justify and secure a budget. As Bill Gombeski (Director of Strategic Marketing, UK Healthcare) said, when senior executives understand the value of their brand, it elevates the discussion of marketing and brand in a much more tangible way, in addition to giving the marketing team credibility.   

    2. Strengthen your corporate brand 

    Many hospital systems, particularly those affiliated with an academic institution, have seen an uptick in brand recognition and perception when the corporate brand is strengthened and used across the system’s franchise brands. Just knowing the corporate brand that supports their local hospital can make patients more likely to use the smaller facility. Cleveland Clinic has been a key leader in global expansion; its Chief of Marketing & Communications, Paul Matsen, insisted that as systems come together, a unified master brand system makes all the difference.   

    3. Manage your brand across all touchpoints 

    It starts with a unique value proposition that helps your employees, shareholders, and customers know exactly what your brand is about. When this message is properly disseminated across all your communication touchpoints, the brand experience is strengthened. The brand experience includes any and all interactions that your customer has with your brand.  Sometimes that point of connection is made through social media or press, but, more often, the brand experience begins the moment the patient walks into your hospital and continues until the moment the patient leaves. Therefore, it’s imperative that your employees know and champion the brand. Consistency of message also helps when you look to expand, either nationally or globally. Both Alison Brown (SVP, University of Maryland Medical Center) and Dalal Haldeman (SVP, Johns Hopkins Medicine) emphasized the importance of brand architecture for proper management and business development.   

    4. Be patient, be agile & take risks 

    Many healthcare brands are incorporating new marketing strategies and media for the first time. As Tadd Pullin (SVP Marketing & Planning, The Nebraska Medical Center) pointed out, the marketplace is noisy, and it takes time to see real change. This isn’t to say that plodding along is the best methodology. Having an overarching marketing plan is key to getting a buy-in from your c-suite. They need to understand what you do and why it’s important. But remaining adept and responsive is equally important. Customers expect real time service, and responsive brands are successful brands. If you are expanding into content marketing or brand journalism, remaining nimble is particularly crucial, and you will need to take some risks.   

    “If failure is not an option then neither is success. The guy who invented the ship also invented the shipwreck.” - Seth Godin   

    5. Don’t forget the people 

    Healthcare brands serve people, often at their most vulnerable times. In both our brand and business strategies, we have an obligation to place our customers and our employees at the core of everything we do.     

    Nicole Diamant is the Marketing Manager for InterbrandHealth.  

    Interested in a Brand Strength workshop for your organization? Connect here with InterbrandHealth. 

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  • Posted by: Interbrand on Wednesday, February 19 2014 05:26 PM | Comments (0)
    Credendo Group

    Emerging from the tumult of WWI, The Belgian Ministry of Economic Affairs created Delcredere Committee in 1921. The world’s second-oldest credit insurer fostered international trade relations amid political risks.

    Throughout the company’s storied history, the company has seen incredible growth. From becoming Office National du Ducroire | Nationale Delcrederedienst in 1939, or ONDD for short, to expanding across Europe with joint ventures, new branches and investments in the last decade, ONDD was now facing complex challenges as a master brand.

    With diverse sub-brands, a clear brand architecture was needed. Partnering with Interbrand to create a brand positioning that would differentiate ONDD in the industry, be forward-looking and communicate its focus on customers, an extensive research process was undertaken.

    With both internal and external insights, a solid picture of the brand’s strengths emerged. “Turning Uncertainties into Opportunities,” became the centerpiece of the new brand definition.

    Building on the brand’s history and paving the way for its future, compelling new brand positioning called for an equally compelling name. ONDD’s dual name, Ducroire | Delcredere, the French and Flemish, represent Belgian traditions. This duality inspired the crafting of a name forged from the Latin roots for “belief” and “credit” that could create a unified and dynamic masterbrand: Credendo.

    With a powerful name and definition, a strong visual identity was needed. Speaking to its customer-focused approach, the new logo evokes a sense of custom tailoring with a stitching effect, warm colors and a sophisticated feel.

    Credendo's website timeline notes the rebranding: “Consolidation as the Credendo Group, more powerfully articulating the shared values, approach and strength of its companies.”

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  • Posted by: InterbrandHealth on Tuesday, January 28 2014 05:19 PM | Comments (0)

    Google contact lensesGoogle is the latest powerhouse consumer brand to dip its very large toe in the healthcare pool, specifically in the medtech space. And they’ve created a great deal of buzz, even though many of us are still coming down off our CES-high, where we saw gadgets and gizmos galore that could monitor our muscle quality, track a baby’s sleep patterns, and even tell us when to put on more sunscreen. 

    In the wake of all that tech-citement, sometimes we forget just how impactful these advancements are. Brands have the power to change lives in extraordinary ways, and nowhere is that more true than in healthcare where innovation can not only transform lives, but save them. 

    Google’s latest device may very well do just that. The pioneers at Google X Lab are developing a contact lens with biosensors that would monitor glucose levels for people with diabetes. This would be a life-altering piece of technology for those dealing with this condition. They would no longer need to subject themselves to daily needle pricks to test their glucose levels, and, if Google X Lab has its way, the contact lens will also alert them when their insulin levels hit the danger zone. 

    We were excited to hear about the launch of Google’s aging-research company Calico this past fall and can’t wait to see where Google goes next in the healthcare space. It’s another example of consumer brands shifting into the healthcare world- a movement we’re now seeing on a daily basis and experiencing in our own lives with the Affordable Care Act, uprising of wearable health tech, and more. 

    All healthcare companies can have a place in this shifting ecosystem should they choose to. Medtech devices may not be on brand for your company, but there are still many ways to drive your team towards innovation. 

    However, just because you’re a great technology brand, it doesn’t mean that entering the serious healthcare space will be without its pitfalls. It’s a challenging market with an array of stakeholders and dubious consumers. Google, which consistently ranks as one of Interbrand’s Best Global Brands, has shown great versatility in navigating an array of categories and customer groups. 

    But not every technology or engineering-based company has the depth of experience to navigate across new and different segments seamlessly. And more importantly, what makes a strong technology brand may not translate into making a strong health technology brand. 

    You'll be introducing your product to new and unique audiences and the criteria for success will be altered. You'll be competing against a group of brands already established in the category, and you’ll be expected to maintain your brand's standard against this new competitive set. 

    A Brand Strength analysis can help you meet these challenges. Brand Strength is one of the three core elements that informs Interbrand’s Best Global Brands annual ranking. InterbrandHealth has used Brand Strength to help a number of companies identify brand characteristics that should be retained, adapted, or strengthened to meet the unique needs and, often, skeptical reception of the healthcare audience. 

    Brand Strength will provide you with the tools you need to understand your brand as it relates to healthcare consumers and to the healthcare market at large and how to successfully navigate it. Once you have a solid blueprint for entering the healthcare space, the next revolutionary, life-changing product could be yours.

    Connect with InterbrandHealth, the only full-service global branding consultancy with an exclusive focus on healthcare.

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  • Posted by: InterbrandHealth on Thursday, November 7 2013 04:48 PM | Comments (0)
    Jane Parker

    Prioritizing brand and its role in consumers’ lives is essential for healthcare c-suites in the rapidly changing healthcare industry. All healthcare businesses can adopt best practices and leverage their brands to increase customer loyalty, improve market share, boost internal focus and morale and ultimately, increase revenue and success.

    Jane Parker, CEO of InterbrandHealth, spoke to the CTPartners Life Sciences Commercial Dinner today and armed attendees from companies such as GE Healthcare, IMS Health, and Danone with six basic questions to test the health of their brands:

    1. Does Your Company Treat Brand As a Business Asset?

    When brand strategy is seen as an expression of business strategy it strengthens all of a company’s planning and goal setting. When treated as an asset, brand can clearly express to outsiders what business the company is in, what its values are, and drives the company’s ability to command premium prices, physician preference, and customer loyalty.

    2. Is Your Company Discerning About What You Choose to Brand?

    Inconsistent branding can be just as harmful as no branding at all. A strong, focused corporate brand helps consumers find a company in the marketplace, quickly embrace its new products and services, and recognize that brand’s relevance to their well-being.

    3. Are Your Brands Consumer-Driven?

    Healthcare brands can break through marketplace noise by focusing on the impact of their products in the lives of their customers instead of simply the functionality of those products.

    4. Do You Make Your Brand an Experience for Your Audience?

    To give customers a distinct brand experience, healthcare companies must shift their thinking: sell a service, not a product. The relationship between service and consumer is crucial for brand loyalty and future purchasing decisions.

    5. Are Your Employees an Army of Passionate and Informed Brand Ambassadors?

    Your corporate brand aligns the vision of your company. It also helps employees understand the role they play in its success and to become key spokespeople. By building and nurturing a strong brand strategy, companies can connect emotionally with their employees, driving loyalty, company perception, and, ultimately, revenue.

    6. Are You Measuring Your Brand?

    Benchmarks and tracking studies of customer attitudes towards your corporate and franchise brands can be incredibly effective in shaping your business strategies. It’s imperative that all healthcare pioneers ask themselves key questions about the vitality and relevance of their brands and take the time to measure the effects of their brand strategies. Effective healthcare branding builds a lifelong relationship with customers and their families, ensures better adoption of future products, and overall, increases a company’s success and the internal wellness of its workers, consumers, and business strategies and goals.

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  • Posted by: Amy Edel-Vaughn on Tuesday, October 22 2013 05:56 PM | Comments (0)
    Dubrovnik, Croatia

    This year ABTA’s annual Travel Convention celebrated its 60th anniversary. Each year the event is developed around discussing travel in the context of world events, consumer behavior, the latest in the travel industry, new technology, marketing innovations and networking opportunities.

    This week, for the first time, the event was held in Dubrovnik, Croatia at the Valamar Lacroma Dubrovnik Hotel located on the Adriatic coast. Among the celebrated speakers were Kevin Mathers, MD of YouTube UK; Matt Warman, Head of Technology, The Telegraph; and Graham Hales, CEO of Interbrand London.

    From a YOLO take on what inspires travellers to a session on “Tourism in an uncertain world,” speakers and panelists covered issues facing the travel industry from customer service to embracing digital technology. Graham Hales, talking about “Building a valuable brand in the connected world,” touched on digital technology, brand building and internal brand engagement.

    Hales shared that a brand is more than an element of a communications strategy. It’s one unified vision that drives business performance, culture, experience and attitude. It becomes part of every aspect of what a business does and is, incorporated in all of its touchpoints, both internally and externally.

    Hales noted the importance of internal brand engagement. Clearly and credibly communicating the brand to employees is critical. His advice? Be it. Do it. Say it.

    With more choice in the post-digital world, the role of brand is more critical than ever. In order to create awareness and inspire not only consideration, but purchase in today’s noisy marketplace, strong brands must engage authentically throughout the customer journey.

    As Hales pointed out, customer perceptions of brands are now significantly shaped through the influence of other customers in the digital world whether from online reviews or customer tweets. Hales asked, from booking a trip through the travel experience and to the post-holiday feedback “What are the ownable opportunities to amplify the brand?”

    A brand needs to be about identifying customer needs, a real human personality that customers identify with and will seek out, values and a strong positioning, which all equal, as Hales said, “the most inspiring and compelling thing we can convey about the brand to this audience” or the “brand proposition.”

    KLM’s Meet & Seat was an example Hales shared of integrating digital technology in a clever way to engage customers and create a personalized flight experience. Passengers have the option to share their Facebook and LinkedIn profile details and check out other participating passengers. Allowing passengers to customize what they share about themselves, learn more about fellow passengers, such as who is attending the same event, and even select a seat based on that information, creates a unique brand experience.

    Also spotlighted was EatWith.com, a unique brand that creates an online global community inviting people to connect with hosts and fellow travellers for some homemade dinner experiences. EatWith hosts serve up meals from Whiskey Wednesdays in LA to dinner with a Michelin starred local chef in his home in Barcelona. Creating memorable and genuinely human experiences differentiates this brand.

    Key takeaway? “Be human rich.”

    Amy Edel-Vaughn is Interbrand's Community Manager.

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