Healthcare Branding Services
Since the turn of the millennium, there have been thousands of books and articles assessing how the ways brands are built and marketed in the Internet age have changed. The most common thesis is that one should throw out all the old rules because digital marketing has completely changed the […] keep reading
A recent Op/Ed piece in The New York Times by John La Puma, an internist and author (http://www.nytimes.com/2014/02/04/opinion/dont-ask-your-doctor-about-low-t.html?ref=todayspaper) is entitled: Don’t ask your doctor about Low T. For those of you who don’t know, Low T is shorthand branding for testosterone levels ≤350 nanograms/deciliter of blood serum. Low testosterone is […] keep reading
Last year, The New York Times Magazine reported on a survey of swing voters that asked a very interesting question: what do you associate with the words Democrat and Republican? This is a branding 101 question, designed to elicit top-of-mind values for the respective party brands. The results are seen […] keep reading
Everyone in marketing (and many more who are not) is comfortable discussing promotional tactics such as ads, online activities and TV commercials. We are exposed to these media every day, and there are columnists who critique and help us build our promotional literacy. Not so for discussions about logo selection. […] keep reading
Over the past many years, my healthcare clients have been hesitant at times to put forth a robustly branded campaign out of concern for alienating the promotional vendors who are responsible for implementing the branding guidelines when developing tactics. To be more clear, the concern is that a well-branded tactic […] keep reading
Imagine people in a doctor’s office, asking questions like: What brand of sunglasses should I wear? What shoes should I buy for my newborn? Which brand of green tea has the most health benefits? Is there a brand of makeup that’s better for my skin? The fact of the matter […] keep reading
If you were marketing a brand, would you not use a color palette? Would you not select a type font in which your messaging would appear? Of course not. You would be robbing the brand of some essential assets it needs to get recognized and esteemed by your customers—not to […] keep reading
Having loaded the newest operating system onto my iPhone 5, I—as many others—couldn’t help but notice all the changes. Did it make the phone faster? No. Did it make the phone more customer friendly? A big NO. Did it make it “easier” to do certain functions? Debatable. So what do […] keep reading
I often find myself in competition for healthcare assignments against some very fine consumer branding companies. However, while such stellar agencies excel with clients like American Express, Virgin Airlines and Chanel, they are ill-equipped to call themselves experts in healthcare branding. Here’s why. 1. Healthcare customers do not celebrate the […] keep reading
In my experience working with digital agencies over the years, the central goal of my involvement was to help explode the perception among clients that they—the agencies—were excellent at digital projects, but unable to market brands in a full-service capacity. And clients have good reason to see things this way. […] keep reading