![]() Unlike any time in the past, the singularity of success in hospital branding puts the patient at the center of infinite value. They recognize exactly what they want and what kind of experience they truly appreciate. This requires a completely fresh perspective, a blank piece of paper, and delivering a uniquely superior product rooted in what the consumer needs and wants.Īs the nation’s health care system continues to redefine its place and purpose, and as medical competition continues to intensify, a critical change factor is that consumers have choices. ![]() Giant ships take miles to turn, and old ways are glacially slow to change.īut the singular concept that will eventually lead to success in branding is for healthcare to steer away from being operational driven. Marketing savvy doctors and truly innovative hospital communicators are working to reinvent healthcare’s delivery system as a customer-focused service product. The old school hospital foundation was built on satisfaction for their doctors, and for the operating convenience of the facility. But an assembly line legacy still exists below the surface. And in fairness, most providers strive for a culture of concern and satisfaction. Many, if not most, hospitals and health systems communicate the patient-focus concept of caring in their tagline. Who is at the center of your hospital brand? It’s reasonable to conclude that Starbucks’ success is more the product of the unique customer’s experience than the beverage. STARBUCKS sells coffee, but hundreds of other vendors do, also.Its billions in market capitalization exceed the GDP of hundreds of countries. An army of fanatical followers and loyal customers follow APPLE and its consumer electronics products.Amazon has no stores, but it’s bigger than Walmart. AMAZON points to its “customer experience culture” as a primary factor in its success.For example, what comes to your mind with the mention of: ![]() And the best of the brands that consumers like you and I want to do business with are, first and foremost, customer-centric. Insightful large enterprises and main street stores understand that consumers expect them to cater to the needs of the paying customer. Unfortunately, many providers and hospitals are slow to accept the sweeping changes in healthcare, clinging to “old school” traditional attitudes and systems that (a) fail to effectively differentiate their brand, and (b) fail to fully embrace today’s consumer-oriented society as a business fact-of-life. Sci-fi readers find the term applied to “space-time when matter is infinitely dense, as at the center of a black hole.”Īnd, for those of us doing battle for top-of-mind branding and brand recognition, hospitals and doctors need to find and communicate the infinite value “singularity” that declares why or how you are recognizable, different and better than the competition. In the rarified world of physics and mathematics, “singularity” is a point at which a function takes an infinite value. If today’s patient-now an informed consumer-isn’t at the center of your branding universe, you don’t have an effective brand. ![]()
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