Tips on Building Brand Consistency to Make Connections
The consumer is always the most important part of your non-profit healthcare organization. Without them, you’d be nothing. You need to create a healthcare brand that will generate a sense of loyalty in the hearts of your consumers. Anyone can walk through your doors once, but how do you keep them coming back? The answer is a consistently positive experience, or in other words, brand consistency.
- First Impressions
No consumer out there will fully trust a service where they’ve had a bad first encounter. From the minute they walk through your doors, you have to wow them with hospitality. But they also hear reviews from family and friends who’ve interacted with your healthcare brand. That means you have to consistently give a great first impression.
- Quality Over Quantity
This is a concept you’ll hear over and over again, because, like making a first impression, it matters. If you have the highest bed capacity in the area, but below average staff, people will notice. Don’t hang your hat on beds. Emotions matter much more in the mind of the healthcare consumer. Make sure your physicians and hospital staff consistently understand that it’s all about making the patient feel safe and valued.
- Be Relatable
Consider creating portfolios for your physicians and staff members that includes their alma-mater, hobbies, favorite sports teams and pastimes. And as part of your brand consistency plan, you can use this relatable information as part of your social media plan. Invite people to comment about their experiences with their doctor and nursing staff. In this day and age, a peer recommendation is highly valuable.
The bottom line is brand consistency will keep people coming back for more. The consistency establishes an emotional connection with everyone it comes in contact with. If you create brand consistency you will make patients feel that their health is a priority and they will choose you over the competition every time.