Advice for Rebranding: Listen to the Doctor
We’ve been told since we were young to listen to what our doctors say. When it comes to rebranding, we also need to listen to what our doctors think.
In a previous blog (Brand Identity & Healthcare Integration, May 2), we referred to a survey documented in Futurescan 2017-2022, a publication developed by the Society for Healthcare Strategy & Market Development (SHSMD) and the American College of Healthcare Executives (ACHE). Consider today’s blog, Part II.
Brand Identity & Healthcare Integration
If we could see into the future, we wouldn’t be in business today. We’d be investing in the stock market, or flying cars, or the next iThing. But because we are open for business, we stay keenly aware of trends and predictions in order to get a good idea of what the future might bring, thanks to the opinions of those who are keenly aware of their business.
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.