Healthcare Branding Services
Top healthcare brands are successful, but not often for the same reasons. Each brand finds its path to the top in one of only five different ways. The secret to brand success is not just to copy all five of these pathways, but rather to discover the one that best […] keep reading
Unlike consumer-goods branding, healthcare branding is not a celebration of self. People don’t engage with healthcare brands to shape their identity. “Look, I got a new Dior bag…a new BMW…a cool brand of beer.” Healthcare branding is a protection of self, helping to restore aspects of one’s identity lost to […] keep reading
What do medical marijuana, depression and epilepsy have to do with great design? Graphic Design USA says it’s Parry Branding Group (PBG). At their first open call for design in the healthcare space–a much overlooked category–Graphic Design USA awarded PBG five top awards. Three came for PBG’s ground-breaking work in […] keep reading
In my book, Identity Crisis: Healthcare Branding’s Hidden Problems and Proven Strategies to Solve Them, I have a chapter that outlines the discipline of creating brand identities for diseases. The benefits are many: greater public awareness, greater community support, the potential for enlightening dialogue, enhanced funding for research and insurance […] keep reading
I’ve called out TV healthcare ads many times before not only for the incongruent strategy of showing people celebrating an unwanted buying experience (I love my laxative!) but also for the rubber stamp format: momentous music swells, people glowing with optimism cavort, cue the golden retriever, and so on. Well, […] keep reading
Americans hear voices in their heads. Contradictory voices. “Healthcare is a right the government should guarantee me, just like freedom.” “Keep the government out of my healthcare.” Loud voices and soft voices. “DON’T FORCE ME TO BUY INSURANCE!” “now that I’m sick, why didn’t someone make me buy insurance?” Selfish […] keep reading
While giving a talk promoting my forthcoming book—specifically decrying the use of consumer branding protocols to create healthcare product and service identities—I received a thoughtful question from the audience that deserves a good answer: Isn’t there anything to be gleaned from consumer brands that could be co-opted to help deliver […] keep reading
When creating healthcare brand identities for patients, I often counsel clients that the best thing their brand can promise people is that no one will know that they have the condition being treated. I can see the disappointment bloom on their faces when they grow to accept that the subject […] keep reading
Something good is now actually associated with the name Martin Shkreli: the Food and Drug Administration (FDA) has narrowed a loophole that allowed CEOs of companies from jacking up the prices of older “orphan” drugs to usurious and unethical heights. In case you’ve been binging Netflix for the last year […] keep reading
An insidious myth persists even today in healthcare branding that healthcare professionals (HCPs) are emotionally detached from the brands they prescribe for their patients, relying solely on data and research to formulate their decisions. However, experience—and data!—show that physician brand loyalty often depends upon how the brands reinforce the doctor’s […] keep reading