Where does advocacy begin? Right in your own company.
Most companies think investing in a marketing campaign or a social media strategy will fix all their problems. And while those things can make an impact, know that there’s more to courting loyal patients than just external efforts. More often than not, the smartest companies operate internal and external strategies at the same time. That’s because they know the truth: Your employees are your biggest assets.
Nonprofit Healthcare Organizations are connection-centric businesses by nature. So why not refocus your care on the people who work with you every day? If you want patients to care about your brand, your staff has to care first. Patients notice when their caretakers love the company they work for, and that is a beautiful reflection on you and your culture.
Employee advocacy is critical to any brand’s success, but even more so in healthcare.
You’re in the business of making a difference, so people rely on you to improve their lives. So start at home. By turning your employees into trusted brand ambassadors, you bring their strongest asset in direct contact with the people you’re taking care of. Plus, having adoring employees is great for word-of-mouth marketing and your overall brand personality.
So how does a NPHO create brand ambassadors internally? Well, you begin by identifying your core values (What do you stand for?). Then, you instill these values in your caregivers by creating an environment where they enjoy going to work and feel their efforts are noticed and rewarded.
It’s a matter of making them proud to wear the logo and carry the banner.
We all want to feel like we’re part of something bigger, so it feels good when someone appreciates us. Let them know they’re a part of your tribe and they’ll be happy to stand with you and take pride in your nonprofit.
I realize this might sound oversimplified, but you’re in a very special position because nonprofit healthcare employees are compassionate, healing people by nature. Look, NPHO employees do their jobs because they feel called to it. There’s a general sense of “working for the greater good” among these people. If you show them you’re aligned with them and you appreciate their service; they’ll be inclined to love you back. And that’s a priceless emotional connection that can lead to so many more.
Click the link below to download our free eBook Your Nonprofit Healthcare Organization and Its Culture to learn more about how focusing on your team can help strengthen your brand.