By: Alex Valderrama / Brand Strategist, Cranium Agency

Healthcare brands are unique, they require a perspective that focuses on the needs of the customer or patient. Uncovering the uniqueness of what the brand has to offer is sometimes challenging. We do this through multiple proprietary methods to discover various aspects of your brand. We call this your Brand DNA. With the collection of the brand knowledge, this further helps us to create brand clarity and position your brand for growth. With brand clarity comes strategic clarity.

Not all healthcare brands are created equal. Many companies fail to devote the time necessary in developing a thorough understanding of their brand, which results in missing many critical opportunities for sales and growth.

Whereas great healthcare brands are successful not only by defining a unique offering to their customers but also by creating a unique position in the marketplace.

To establish a strong brand growth strategy, a review of all brand elements must be implemented. The brand must take on a holistic approach and encompass every single aspect of the company, including brand name, the leadership of the principals, culture, product offerings, service offerings, high-level benefits, location of the business, company values, community involvement, associations, etc. You get the point.

Furthermore, developing a growth brand strategy is paramount to the success of your healthcare business. This strategy can also make a significant difference in your team’s ability to successfully launch a strong marketing and sales strategy. We regularly talk to marketing and sales teams. One of their biggest complaints is the lack of a single and unique brand message that helps them define a preference for their prospects.

Brand clarity and a unified brand position are paramount to your success. Once you have developed a growth brand strategy that is robust, you will be able to articulate and define your unique brand story and motivate your potential customer to act. And finally, your marketing and sales teams will use this growth brand strategy to develop a sound marketing and sales plan.

All of this might sound simple to some, although there are many nuances to building a sustainable healthcare brand growth strategy. Over the past three decades, my experience working with incredible healthcare branding experts has helped me to share these great insights. We can help your healthcare business grow, alleviate costly mistakes, and uncover specific opportunities.

In conclusion, I often hear, “You work with big healthcare brands that can afford to develop growth brand strategies. It’s just too expensive for us.” Remember, big brands haven’t cornered the market on great branding. We can apply these growth brand strategies to a national brand or a small brand.

Let’s explore ways to make your healthcare brand more visible and create a meaningful, intuitive, and emotional connection between your brand and your customers.


Schedule a time to meet today!