Identify Changing Patient Needs
As with any business, a healthcare company must know its potential customer as intimately as possible. It should have a good understanding of people, not simply in terms of demographic profile age, gender, socio economic status, location) but the mindset, beliefs, and cultural preferences of its customers to effectively engage with them. It is important to collect data to build knowledge of and empathy with your audience and take time to consider how they are likely to respond to your products and services. Today, the key to success is in taking an insight driven approach to delivering the best patient experience.
A good branding strategy gives you the tools to understand and respond to constantly changing patient needs more effectively, and to refocus or rebrand your proposition to meet them if necessary. In a WE Communications’ Brands in Motion 2018 global study, Catherine Devaney, Deputy Managing Director and Head of Health, UK says “Consumers want good products and proof over promise. Data shows that consumers’ needs, for some reason, are outpacing their needs to feel emotionally connected to a brand, with average scores up 16% for rational drivers and only 14% percent for emotional drivers from 2017 to 2018. Basically, brand marketers need to think about the balance of emotional and rational content they are creating.”
Strategic insight for brand design and development can include both qualitative and quantitative research. Qualitative research includes activities such as one-on-one patient interviews, while quantitative research uses techniques such as online surveys to test hypotheses developed in the qualitative research phase.
Insights gleaned from brand research are critical in determining the market positioning of a healthcare brand, especially periods as dynamic and unpredictable as that resulting from the COVID-19 pandemic.
Beyond brand research, effective brand management ensures your healthcare brand is continually aligning tactical needs with longer term market trends and their future impact on patient needs and preferences.