Brand perception is an important aspect of sales and marketing success in the healthcare industry. Consumers across health systems and the healthcare supply industry desire to feel good about the decisions they make and know that the brands they are buying from are trustworthy.
Humanism in healthcare entails person-centered customer service, and that each customer is treated with respect and an understanding of their specific needs. Many health systems have found marketing success by highlighting the organization’s customer-focused goals in their campaigns.
In a 2023 study by the marketing agency Monigle, the 25 most humanistic and empowering healthcare brands were evaluated and ranked in a Humanizing Brand Experience Study, according to Becker’s Hospital Review and Monigle. Read on to learn about how three of the top ranked brands market successfully, and how marketers in the healthcare supply chain can emulate aspects of their campaigns in their marketing strategies.
- OhioHealth (Columbus, Ohio)
Trust between physicians and patients is part of OhioHealth’s vision statement that reads, “providing exceptional care for all through experiences that earn a lifetime of trust,” according to Sue Jablonski, OhioHealth’s senior vice president and chief marketing and communications officer. Fostering trust in each interaction with a patient makes it more likely they will have a positive experience and continue to choose the brand for treatment needs going forward.
- Valley Health System (Ridgewood, NJ)
Valley Health System’s mission is to provide inclusive and respectful care to everyone, including individuals with diverse needs, in the Northern New Jersey and Southern New York Community. Through initiatives such as a social equity council, LGBTQ+- inclusive care, and spiritual care services, Valley Health ensures a humanistic healthcare experience by meeting each customer’s individual needs. The aspect of inclusivity in Valley Health System’s healthcare model resonates with consumer audiences from a variety of backgrounds.
- UAB Medicine (Birmingham, AL)
UAB Medicine strives to “make every patient encounter a positive one,” and maintain humanistic care throughout all patient experiences. The health system’s values include “always care, own it, work together, and do right,” which encourages physicians to take accountability, engage in empathetic listening, and do no harm in their practices. Each employee at UAB is encouraged to follow these principles, and as a result, patients experience a high level of humanistic care and continue to return to choose the brand for a variety of needs.
As a healthcare industry supplier, you can learn the best marketing techniques from your most successful customers in the industry. Along with health systems, brands in the healthcare supply industry can greatly benefit from highlighting their commitment to humanistic healthcare.
Companies in the healthcare supply chain industry have the potential to profit from conveying to IDNs and customers that they have personalized, humanistic solutions that can help them deliver on brand promises. Contact John Pritchard at jpritchard@sharemovingmedia.com to set up a time to talk about how your company can better market its values, mission, and goals to increase consumer trust.