The healthcare market is in a state of brand proliferation as the patient population explodes with new demographics and needs.  There are 349 hospitals in the state of Florida, for instance, with 35 in the 305 area code alone.  It’s great to have choices, but the branding of these institutions has become a free-fall of information.

For example, billboard advertising has been proved to be especially effective for healthcare in a community context, and in reaching underserved populations. But when driving on a single stretch of highway, how many hospital and medical brands—not to mention wellness brands--  can be absorbed? And information-seekers find literally millions of options on the web, which is borderless—and limitless. There is simply too much information for medical consumers to absorb—and way more than enough to cause confusion at a time when clarity is key. 

Functional vs. emotional
Medical brands tend to fall back on functional descriptions, such as procedural leadership—when, in fact, research has shown that emotional branding is most effective in reaching medical consumers.

The question is—what is the specific emotional brand connection that will bond your brand with current and prospective patients and their families and caregivers? And how does this resonate with internal constituents and stakeholders as well?

Understanding this shift is critical to how your organization deals with women employees and clients today.

BLACK LABEL has developed proprietary methodologies to uncover core brand values and the resulting messages that resonate on a 360 degree level, because brands are surround-sound entities. Each BrandStorm Study begins with a conversation,  is unique, and is customized to clients.  Because when your message ignites a unique emotional connection, a trusted relationship begins.

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