How Differentiating Can Make You Stand Apart from the Crowd
You can’t just be a good, thriving healthcare organization that delivers positive results; it takes more than that to be a success. To get noticed you also have to be bold, differentiating can get you out of you comfort zone and into a league all your own.
First of all, your healthcare organization has lots of competition, so your brand needs to think differently than your peers. Start focusing less on price and more on value; value speaks to everyone. Yes, you want to make sure you’re financially competitive, but let the consumers see the value of your work first. Value and on-line reviews are becoming the way the younger generations choose healthcare. Getting noticed in person and on-line can set you apart from other brands.
Another way to go about differentiating your healthcare brand is to find one aspect of your organization that you do really well, or that no one else around does, and exploit it. Have you won any awards for your services? Do you have partnerships with local organizations? Do you have any new state-of-the-art equipment that others don’t have? Think beyond the biggest or the most expensive, what do you do best?
Take the “We Dare You” campaign from United Healthcare as an example of what outside the box thinking can do. This campaign used dares, prizes and more to encourage followers to make one small healthy change a month. They asked people to show the change on social media with an interactive hashtag. It was more than a success, it was a movement.
Your healthcare brand voice needs to be that bold to cut through a lot of noise. United Healthcare took its role as healthcare provider seriously enough to try and change lives outside of their immediate community. That’s thinking differently. Differentiating yourself takes commitment and a bit of soul searching, but the effort is worth the results.