Constructing A Better Health Brand

Constructing a Better Brand

Gelb

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High-performance brands begin with a solid foundation.

By Kathleen DeVries and John McKeever

No matter the size of the organization, effective brand management provides the critical link
between ambitious business goals, employee behaviors, marketing communications and the
ability to deliver exceptional experiences. This is especially true for healthcare institutions.

Much has been written about the definition of brand, brand research and how to formulate brand
strategy. Getting started, it seems, is typically the most difficult step. In many instances, hospital
and healthcare system marketers identify the need for better brand management, but often lack
support to make the changes required.

Successful branding efforts have one thing in common: They are transformed from a short-term
project into a long-term discipline. Successful healthcare organizations are looking beyond an
annual plan or initiative; rather, they are establishing a different way of thinking about the
organization and demonstrating marketing’s role in fueling growth.

We have worked with academic medical centers, community hospitals, and health focused non-
profit organizations. We’ve helped these organizations grow smarter by successfully “selling in”
the notion that their brand can be a catalyst for change and can fulfill broader business goals.
Based on this experience and observations of world-class organizations, we have outlined several
concrete examples to support your next brand strategy development process.

Like building a new home, early actions in building buy-in, education and communicating
successes will make or break the entire effort. Choices about participants, scope and
communication about the purpose and progress of the process dictate whether brand management
becomes a source of alignment or
a symbol of failure. Therefore, we have outlined key questions to ask when embarking on any
permanent change.

Why are we building? Establishing a business case is critical. Your executive team must
understand the gains the organization stands to make by undergoing this time-and resource
consuming effort. The foundation for building an effective brand lies in its organizational
strategy. This typically includes a mission, vision and core values. You must ask yourself as an
organization: “How can a stronger brand support the mission, fulfill the vision, or achieve the
business goals?”

First, relate market dynamics to brand performance. These may include business goals for
market share improvement, payer mix and recruitment. Well-managed brands also translate into
more cost-effective marketing expenditures. Ideally, strong brands translate into operational
efficiencies as well. Turning to competitors or other benchmarks is often helpful in making this
case. When Competitor A is perceived to be a threat or a nationally renowned healthcare
organization is held as an example to emulate, use this as a means to make the connections.

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It’s also helpful to identify existing Exhibit 1
change-based initiatives that can be Favorability measurements
linked to your brand strategy. For
example, efforts to improve the patient
experience and employee commitment
campaigns are all linked to your brand.
Similarly, the revamp of a Web site
serves as a highly visible cue that
things are changing. One of the things
that world-class organizations have in
common is that they deliver a
consistent patient experience and their
employees understand the real purpose
of their jobs. These must be explicitly
linked to your desire to build your brand.

Who’s involved? Begin a grassroots campaign by identifying and recruiting key stakeholders.
Analogous to subcontractors, these individuals are in a position to secure or advocate for the use
of resources in strengthening your brand. You must establish alignment in this group because the
likelihood of executive support is lower without a strong sense of ownership and active
participation. Organizations that fail tend to make this activity solely a marketing exercise and
never gain the buy-in from physicians or nursing executives.

In other words, the broader the scope of your alliance, the more difficult it is for opponents to
object. Key members of this alliance should include physician leaders, nursing management, and
of course external relations (e.g., marketing, public affairs, physician relations). If your
organization has multiple entities (e.g., healthcare systems), try to include a diverse set of
representatives to give each a voice in the process.

Furthermore, identify those individuals who are widely respected for their thought and opinion
leadership. As you recruit them to the cause, clearly articulate the business case and embrace
their contributions. Each individual on this team needs to have a sense of ownership to initially
support the strategic initiative and ongoing brand management. They need to bring a consistent
message to those they influence in the organization.

If you hire a brand consulting firm, look for those who are willing to impart their knowledge and
experience to your team. Examine their process—do they have a clearly defined process that is
easy to understand? Remember, you will need to convey and defend key ideas that result from
this effort, so it’s paramount that you understand the process and that it is translatable to
members of your team. To make smart choices, you should be able to visualize every workshop,
deliverable and presentation before it is completed. Otherwise, you run the risk of being
surprised, if not agitated, by a lack of clarity around the logic of the resulting strategy.

Once the project begins, this group becomes your brand team. Members of this team will be
critical in contributing input to the brand strategy and providing ongoing input to its rollout and

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management. The brand team should be cross functional in nature, ensuring that opportunities
are not overlooked and that employees will view the brand strategy as something created by their
leaders.

The most difficult requirement of the brand team is time. During the strategy development
process, there will be several required meetings, workshops and homework. A well-managed
process is not burdensome. Some successful tactics include preparatory work before each
meeting to ensure that time is used wisely and making use of questionnaires to evaluate ideas and
make contributions to the process.

Your brand team will outline goals for the initial scope and ongoing success of your brand. They
will also provide support once final ideas are presented to executive management. As a
marketing leader, your role should be to facilitate the process and guide thinking, rather than
attempting to be its sole author.
This will ensure broad distribution of ownership and responsibility for the brand.

How will we make decisions? By letting information guide your strategy, you can address one
of the idiosyncrasies of the healthcare industry: evidence-based decision-making. It’s in the
DNA of most healthcare organizations to have a validated approach, supported by facts and
astute observations. Much like academia or technical disciplines, healthcare decision makers
embrace information, particularly quantitative findings. Data is your ally—often confirming
notions that existed previously, but also presenting new insights in a visually stimulating way to
inform your strategy.

Often the insights you need are already included in the marketing research you have gathered to
date. Therefore, an information-based approach does not necessarily result in additional research.
Rather, it’s important to frame the data you have around the brand, identify information gaps and
use resources to gather missing information.

Qualitative and quantitative research reports are useful for understanding the current and
potential state of your brand. Focus group and in-depth interview transcripts are helpful to
understand decision processes, audience vocabulary and levels of conviction. Furthermore, it is a
best practice to formulate quantitative tools (surveys) using an initial round of qualitative
research to ensure the appropriate questions are being asked.

Quantitative research is most beneficial for identifying powerful qualities of the brand such as
access to the latest technology or personal attention. Analytical techniques like regression
analysis can identify principal brand associations that drive brand preference, loyalty,
satisfaction and reputation.

When considering your research tactics, you’ll need perspectives from both internal (e.g., faculty
and staff) and external (e.g., referring physicians, healthcare consumers) audiences. By
comparing responses from these audiences, brand teams can identify perceptual gaps and
recognize barriers for implementation.

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Consulting firms’ models differ, but most brand research includes measures of familiarity and
favorability. Familiarity measures should include awareness (heard of) and experience (used). In
your analysis, it’s helpful to recognize the differences between those with direct experience and
those who have only heard of your brand. It’s important here to recognize experiences with
competing brands as well.

Favorability measurements include high-order factors (e.g., reputation, perceived quality, overall
satisfaction, preference, likelihood to recommend) and specific associations (i.e., individual
words like “community-minded” that help describe the brand).

We have used the model shown in Exhibit 1 to incorporate these measures. In it, the ultimate
measure is trust, determined by advocacy for your brand. The other components include
customer value, a measure of preference based on benefits of high importance; competitive
difference, a measure of reputation based on brand personality measures; and consistent
experience, a measure of satisfaction based on steps in the customer journey.

The unique values of qualitative and quantitative research are worth noting. Qualitative
techniques such as focus groups should generate insights regarding consumers’ expectations of
brands, the words they use to describe them, and tactical ideas for brand-building. Quantitative
questionnaires are designed with this feedback in mind and used to identify drivers of brand
preference and strength of association.

A perceptual map is illustrated in Exhibit 2 to highlight the brand associations (derived from
qualitative research) and the strength of the associations with specific brands (derived from
quantitative research). The map is derived using special software designed for the task. In this
example, Your Competition holds a “leadership” position. Given the strength of this position, it
is often difficult (but not impossible with big budgets) to reposition that brand into more of a
humanistic brand (as with Your Organization) because most consumers don’t view the brand in
that light.

Exhibit 2
A perception map

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Beginning with the end in mind, you should assemble a list of key strategic questions the brand
research can answer, as indicated in Exhibit 3.
Exhibit 3
Key Strategic Questions

To answer this… Do this…
What is the market’s aware- Review familiarity results by audience of interest. This might
ness and understanding of our include payer mix, geography and groups who share similar
services? attitude about their healthcare.

How does the market The best insights come from qualitative interviews when
distinguish one hospital brand asking respondents to rationalize their choices. The results
from another? are often a mix of physician and service line preference (e.g.
Hospital ABE is best at heart surgery, but would go
elsewhere for cancer care.)

Will audiences believe out new Identify perceptual gaps among audiences. The greater the
position? gaps, the more difficult to align brand perceptions.

How strong is our current Construct a perceptual map that illustrates how strongly each
market position? brand is differentiated. The more closely the attributes are to
the brand, the stronger the association.

What are our strengths and Determine performance and relative importance of factors
weaknesses? that drive satisfaction and preference

How well does our brand In addition to side by side comparisons, use a brand equity
perform relative to our local scoring model to account for familiarity and favorability
competition and national factors. For example: familiarity X (preference + reputation +
benchmarks? satisfaction). This will establish an easy to understand metric
for tracking over time.

How difficult will it be to get Review internal perceptual gaps and commitment to the
employees to embrace needed organization. It is frequently the care that some areas of the
changes? healthcare system will be more difficult than others. Start
form the tails: those with strongest and weakest alignment
and work your way to the center.

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How do we plan for the future? Brand management is new territory for many organizations. In
addition to the business case, executives will need to share a common understanding of key
concepts. We have seen some organizations go so far as to hire a marketing professor to provide
instruction. As an unbiased third-party, he or she can be helpful in relayinginformation regarding
how to best work with brand management firms before developing a request for proposals or
starting the process.

One concept frequently misunderstood is the definition of brand. We have had success separating
brand into two components—the big “B” Brand and little “b” brands. The Brand is the promise
the organization makes to its audiences, both internal and external. It represents the aligning
principles of the organization and typically includes brand pillars and a resonant promise. These
are often reflected as words or short statements.

Every consulting firm has unique ways to define a brand. However, most should include a
positioning statement, value propositions and service standards, all organized around a brand
promise. A positioning statement crisply defines how audiences currently or should perceive you
and establishes meaningful points of difference. A value proposition, often created by segment,
will define the most important benefits provide at what costs (for healthcare, this is often
inconvenience). The brand promise is a mantra that guides the efforts of creative teams,
customer-facing employees and managers in making effective decisions.

A brand book is a lasting document intended to guide future decisions. This document is not a
graphics standards manual, but provides a thorough description of the strategic intent and pillars
of the brand. The more powerful examples use a visual vocabulary (i.e., pictures that reinforce
the brand) and a message map (i.e., words that reinforce the brand) and organize content in a
question-and-answer format.

Contents of a brand book typically answer the following questions:

• How did we arrive at this decision for our brand?
• What promise are we making to patients/physicians/ employees?
• How can employees fulfill this promise?
• Why are we changing?
• How will our customers recognize the change?
• What’s in it for employees/physicians/employees?
• How will we measure success?

The second reference to brands (i.e., visual representations) includes names and logos. These are
the visual representations found on signage, in communications materials, and on uniforms.
Tackling this naming issue before defining the brand promise is a mistake. Until you define the
central tenets of the organization, it is often useless to address hospital names, logos reinforce or
roll up to the overarching brand promise. For example, if part of your brand experience is to
provide seamless access to care, then this should be reflected in the branding conventions used
by each program, center and institution.

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Furthermore, since many employees have high levels of emotional attachment to their respective
hospital names, logos and care center designations, they are often unwilling to initially embrace
change. Overcoming these attachments is much easier with the overarching brand or “promise”
in mind first.

Doing this serves to build consensus around a common idea, from which implementation
decisions are made.

How can we sustain momentum? Ongoing executive support is a requirement. It is not simply
a matter of approving a budget for the effort, but an explicit attitudinal and behavioral
commitment that the path being taken is the correct one. This includes discussions regarding the
brand at key meetings, ongoing reinforcement of ideals in public forums and a demonstrable
interest in its success. If your CEO isn’t demonstrating support for the brand, then other
employees are given permission to overlook it as well.

Changes will require routine internal and external communication. Detailed rollout plans should
be assembled, keeping in mind the variety of audiences with an interest in the brand’s success.
Successful organizations have a plan that includes details for initial communications and events
(remember executive commitment) as well as a strategy for ongoing reinforcement. Examples of
this might include worksite posters, presentations and even lasting mementos.

Some have used internal newsletters for this purpose, showcasing feedback or stories relating to
the brand. This gives the organization an opportunity to “catch them being good” and to
reinforce its commitment to the promise of the brand.

Having a clear vision for your brand will not only increase the likelihood for getting resources,
but will also create momentum within the organization for long-term success. By linking the
brand to business outcomes, educating key stakeholders, and letting information guide decision-
making, you will give yourself the best chance of establishing a high-performance brand.

______________________________________________________________________________
About the Authors

Kathleen DeVries is director of marketing, Barnes-Jewish Hospital.
John McKeever is president, Gelb. He may be reached at jmckeever@gelbconsulting.com.

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Constructing A Better Health Brand

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