In the past, only a few healthcare institutions could claim “world class,” but as the world has evolved, more hospitals and physicians have made new discoveries and have created new technologies that set them apart academically from the rest. So what are consumers basing this potentially life-altering choice on today?
Today, people care more about the quality of each of their experiences than ever before, and this is no different in the healthcare industry. The human experience is everything, and healthcare brands have begun infusing humanity into every aspect of their brand experience. This new emotional approach to healthcare branding is more than just a response to a larger trend to counterbalance the cold and sterile tone people associate with healthcare of the past — It is a business driving tool. These institutions are welcoming a new way to approach healthcare where people are the focus, not the paperwork.
According to Dr. Richard Levin of the Arnold P. Gold Foundation, “Research shows that healthcare provided with technological sophistication and humanism results in better health and better health outcomes, at significantly lower costs.”
With a changed approach to healthcare, comes a changed approach to healthcare branding. Recognizing that the transaction between doctor and patient, hospital and patient, or insurance company and patient, is an experience that has the potential to promote loyalty and change the game of healthcare.
The banking industry made a similar shift, because the top reason consumers were leaving banking institutions was due to subpar experiences. Thinking about patients as consumers is an appropriate first step. Recognizing that the transaction between doctor and patient, hospital and patient, or even insurance company and patient, creates an experience that has the potential to promote loyalty, and change the game of healthcare.