Engagement Propels Healthcare Rebranding
Is everyone who works for your healthcare organization a woman? Is everyone right-handed? Were they all born locally? Are they all vegetarians? Do they all drive purple cars?
That’s because a healthcare workforce is diverse. Each person is unique. Each has a distinctive role. Each has a different set of experiences and skills shaped by those experiences. Each has a different perspective – and an opinion to match.
Is Your Brand a Good Fit for Its Genes?
Ask anyone who has ever shopped for a pair. Blue jeans aren’t one-size-fits-all. Neither are human genes, the segments of DNA that cling to our chromosomes and send out the instructions to the proteins that eventually distinguish our unique physical features. Genes are the first things we inherited from our parents. That’s why I am not the same person as you. The fact that our genes tell a story is one of the reasons medicine is embracing the study of genomics.
Rebranding Signals Higher Level of Care
Rising from Nebraska’s rural landscape are towers of galvanized steel that both symbolize and serve our agrarian economy. They are grain silos, and they store and protect the harvest. Silos are assets for farms. But they are liabilities for healthcare organizations.
In the healthcare environment, professional silos isolate and separate. Defined by skill, experience, responsibility and even by age, these silos keep people apart. Administrators govern. Physicians heal. Nurses care. Therapists treat. Scientists discover. They are distinct in their roles and their cultures. Their training is different. They go about their duties differently. They often use a language unique to their work. They share the same building but are divided by walls – physically and mentally.
Super Excess: What is Your Time Worth?
How much is 30 seconds worth? If it’s this year’s Super Bowl and you are a commercial vying for the attention of every viewer who isn’t in the bathroom or the kitchen, that 30 seconds is worth $5 million. Five. Million. Dollars.
I love watching Super Bowl commercials as much as anyone, especially anyone whose business is marketing and branding. In the four-whatever-hours it takes for New England to win the game (just going with the odds, folks, not my personal preference), we’ll likely laugh out loud (think Doritos and babies), cringe in disgust (remember the two guys eating a Snickers bar from each end?) , and maybe even shed a tear (anything Budweiser and dogs) as the 30-second spots move our needles one way or another.
Rebranding for People, Not Patients
Will Congress repeal Obamacare and replace it with, ah, Trumpcare? Might as well ask a psychic because none of the rest of us knows what’s in those cards.
What we do know is this: while any action Congress takes will impact regulations, insurance and the terabytes of digitalized paperwork that “sweeping” changes always require, medicine is already moving forward and should not take a step back to “wait and see.” True healthcare visionaries do see the future and the focal point is care. More than treating disease and mending wounds, healthcare tomorrow will place increasing emphasis on recovery care and preventive care. We’re talking more than just health care. Healthier care.