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