In the world of healthcare, many promises are made to patients.
They are told they are getting the best care and the best prices at the best facility. Blanket promises like these can lead to mistrust; that’s why your healthcare brand needs a strong promise it can live by. The development of your promise simplifies and defines that one differentiating truth that you can deliver on a consistent basis.
Promise to your Patients.
One of the most important promises you will make is to your patients. They trust you enough to put their care in your hands, and it’s important to always deliver. One way to help ensure you keep that promise, is to never make promises you can’t or don’t intend to keep. Remember, once trust is broken, it’s almost impossible to earn it back.
Promise to your Community.
Saying that you serve your community and that you’re not-for-profit doesn’t always register with people. While it might sound good, few will ever know what truly makes you different. The trick is to think about your best features and then find a way to use that feature to benefit the community. Community based partnerships will help drive your promise, confirming that you are an active participant in the community.
Promise behind your Brand.
Your promise has to be delivered everywhere a patient comes in contact with your brand. If a patients’ experience as a whole doesn’t support your promise, then your brand will fail to build loyalty and eventual advocacy. Consistency is key.
A good way to figure out what your promise is, is to ask yourself the following questions. What is the one thing you can TRUTHFULLY say you do better than anyone else? Something that is unique to your brand alone. Use that to your every advantage and create a promise everyone can believe in.
The following position template is a great tool to help your brand promise take shape.