To be remembered, to go ahead of competition, to succeed…it is necessary to be different, to offer something unique and to stand out from among the crowd.

This can be achieved using a branding exercise. This applies to healthcare institutions too.

In earlier days, people would just go to their family doctor and if needed he/she would recommend them to go to a hospital in the vicinity.

However, today with the internet explosion, patients themselves browse the web to search for the best possible hospitals and take decisions based on the information provided on the websites of various hospitals.

To ensure that your hospital strikes a connect with these potential clients, you must conduct a hospital branding exercise and curate a best-in-class image for your healthcare institution.

What is Hospital branding ?

Hospital branding is an exercise of curating a unique and identifiable image of your hospital.

In today’s era of tough competition where there are multiple hospitals and clinics blossoming in every nook and cranny at the rate of one a minute, it is necessary that your hospital has an exclusive recognizable identity of its own which makes it the first and only choice of your prospective clientele.

Why is hospital branding a must ?

1. Enhances patient connect

People are highly sensitive in matters that concern health and wellbeing of their near and dear ones.

They need reassurance that their loved one’s health is in reliable hands.

They have to believe that your hospital will provide superlative care at the most reasonable and affordable cost possible.

They also need to be reassured that their hospital is a safe haven which will provide comfort and healing.

A Hospital branding exercise can help you build a foundation of trust and a solid sustainable connection with your patients and their families.

It can curate a wholesome brand personality for your hospital.

It can also give your current and future clients a better perception of your infrastructure, your range of services, your panel of experts and many other things.

It can give a human face to your medical facility which your core audience will start identifying with.

2. Gives you a feel of patient expectations

To be successful, you have to keep your fingers on the pulse of the market. You have to keep abreast of beliefs, the thoughts, likes, dislikes and the demands of your potential customers and upgrade and evolve your hospital’s image in accordance to these factors. You have to also be in the know of any changing patterns in customer behaviour and proactively modify your services.

Hospital branding can help you achieve all this while researching on client behaviour.

These insights can arm you with a better understanding and help you construct strategies and tactics to win the war against competitors.

3. Improves your hospital’s image

Branding gives a framework and an expression to your hospital’s vision and mission.

It outlines the motto that the hospital was started for, the targeted goals and the aspired dreams behind the hospital’s inception.

It is an excellent way to get noticed and create hype and enhance perception. Good branding can improve the hospital’s image in manifold ways.

It can create a top of the mind remembrance for your hospital which will drive selection and increase footfall.

4. Fosters Employee Loyalty

The hospital’s team is actually the force that can make the dream of success come true. In healthcare, attrition and turnover of qualifies workforce is a very big challenge.

A branding exercise that makes the employees feel a sense of ownership and belonging to your hospital can drive loyalty and prevent wastage of time, money and efforts needed for repeated recruitment due to workforce turnover.

5. Curates a legacy of trust

A hospital branding exercise that can captivate the audience’s interest or touch their hearts and deliver a powerful positive message can appeal to your potential patients and retain them with you in the years to come.

A thoughtful branding exercise can assure that your hospital establishes a long-lasting heritage of excellence.

6. Improves your profit margins

Even though healthcare is the most noble and selfless profession in the world, you have to remain financially viable in the long run.

For this, you have to constantly try to garner profits by expanding your clientele base.

Thoughtfully designed healthcare branding can help you net in a bigger patient base and as the footfall will increase…so will your profits.

7. Help you create noise

In today’s era, it is not just important to be the best…you have to shout and proclaim and advertise that you are the best too.

Success depends upon projection and perception.

A hospital branding exercise can aid you in creating noise about your hospital so that you can grab the attention of your prospective clients.

To summarize, healthcare branding is not only a projection of your core strengths in a flashy manner…

it is much much more.

It is a carefully curated stratagem to concretize your hospital’s image and bond with your clients.

If you need any help in conducting a hospital branding exercise be sure to contact Hospertz, a leading healthcare consultancy firm of Mumbai.

Blog has been written by Dr. Vishal Jadhav, a veteran in the field of hospital consultancy with a rich experience of more than 20 years and founder of the Healthcare Consultancy Firm, Hospertz.

Dr. Vishal Jadhav, Director
hospertz@gmail.com
+91 9867712705/ 9820833149