What is brand awareness in healthcare?

Ever wonder how the Mayo Clinic builds recognition from around the world? Even if you don’t take any services from Mayo Clinic, you know they exist. It’s their effective brand awareness that makes them a recognized healthcare center. From the start, they work on digital media to raise awareness about their medical center. 

So can you create a brand that makes you recognizable? Absolutely, you make consumers familiar with your product or services with strong brand awareness. 

But how do you do it? Below, you’ll find out what is brand awareness and why it is important. Further, know how world-renowned Mayo Clinic and CSV Health boost their brand awareness. Sounds interesting? Let’s dive in. 

.

What is brand awareness in healthcare?

Before you think of brand awareness for your healthcare business, you must be clear about what it is. Right?

Brand awareness is a marketing phrase that expresses the patient’s perception of your medical organization or healthcare professional. Building your healthcare brand awareness is about shaping patient perceptions and reputations that position the healthcare organization as a reliable source.

Brand awareness is not a buzzword; it’s substantial in marketing and your business growth. Get it right, outstanding. Get it wrong, bang. So it must bring all the elements for creating strong brand awareness, from visual identity to messaging, values, and face-to-face interactions at every touchpoint.

Why is brand awareness important in healthcare?

1-Differentiate your healthcare brand.

Today, clients have endless choices to make of healthcare services for their issues. Patients first research and analyze the reputation and credibility of healthcare companies. 

By creating effective brand awareness, you can set your healthcare product or service apart from your competitors and build credibility. By doing so, whenever a potential patient needs certain medical care, Then your brand will pop up in their minds due to familiarity.

Like, the Mayo Clinic differentiates its medical center by providing an innovative team-based approach to medicine. Researchers, Physicians, and other Healthcare professionals work together to diagnose efficiently and provide the best possible treatment to patients. In addition, Their relentless research leads to accurate diagnosis and effective treatment for complex medical conditions, guaranteeing patients receive the appropriate care promptly.

Patients believe the Mayo Clinic accurately diagnoses and effectively treats uncommon medical conditions better than other healthcare providers. This set them apart. 

2-Nurture patient trust and loyalty.

Client trust is a whole deal that makes your healthcare organization memorable. When your business values and actions resonate with the patient while marketing your services, then you win their trust.

Trust drives patient loyalty and advocacy.

They refer your brand to friends and family. And even support your brand online, which ultimately helps you in any pitfall.

Mayo Clinic’s world-class patient care builds trust and turns its patients into marketers. The medical center inspires hope and fosters the well-being of the whole person. They don’t just act; they actually do what they say. You’ll see their values in action, primarily based on the needs of the patient.

3-Attract new clients.

When your healthcare brand increases awareness, you can be on top of customers’s minds when they are looking for a trusted provider.

A good reputation drives new consumers, as they see you as a reliable and compatible brand over others.

On top of that, studies also discovered that consumers naturally put more emphasis on products or services with increased brand awareness. How well they remember the brand gains their attention.

As we have seen Mayo Clinic build its strong reputation around the globe. When a potential patient researches a clinic, they likely come across the Mayo Clinic. This high level of familiarity appeals to new patients to get world-class care.

How to build brand awareness in healthcare

Let’s take a closer look at creating and boosting brand awareness in healthcare.

1-Conduct market research.

Above all, you need to perform brand research in-depth to create awareness for your brand. In your research, analyze everything about your competitors, their weak points, and their strengths. Find out your potential patient demographics—their pain points and values—and service-push habits.

Like, Mayo Clinic’s target audience includes both males and females, mostly 25 – 34-year-olds who want to be updated regarding health news and make their lives healthier. They are interested in searching health News & Media Publishers and following the most active on Linkedin, Facebook, and Instagram. This is just an example; you must figure out all the details of your target audience and competitors to create a memorable brand. 

2-Create an unforgettable brand identity.

After you deeply research the market and know your position, then build your identity to leave a lasting impression on your potential audience. Your brand identity is not about your logo and colors; this goes beyond and defines your messaging, purpose, values, and dedication to providing supreme care to patients.

Therefore, your brand voice must reflect all the elements above. Figure out your voice and what you want your tone of messaging to be. Authoritative? Professional? Or empathetic? Meanwhile, these aspects build an image of your brand in consumers’ minds, and they remember your facility. 

3- Provoke an emotion in your audience.

Emotion sells. Storytelling is what increases awareness of new products and services by connecting with customers’ emotions. Do you want to be a memorable healthcare facility? Yeah, we have your deep heart desire.

So start with human struggles and see how the persona suffers, and now enjoy a good time with grandsons and granddaughters.

Simply put, share real-life human stories between their struggles and ultimate success—life-changing experiences to capture people’s hearts and build an emotional connection.

Mayo Clinic has established its position, notably as a medical practice, education, and research institution. It is a great example of storytelling.

Through the “Sharing Mayo Clinic” blog, they shift patients into a worldwide online community with their uplifting stories.

These stories feature patients, their families, and Mayo Clinic staff that make other patients resonate and feel understood. It highlights that they are not alone in this struggle. Most of the time, friends and family don’t understand what you are experiencing and this online community builds empathy and provides a sense of comfort. 

4. Market across communication platforms.

Once you create your effective brand identity, let’s expand it on social media and your website. That means you make your brand voice heard on multiple marketing channels to be recognizable.

In addition to social media marketing and promotion, you can write informational blogs like Mayo Clinic to set up their presence through SEO (search engine optimization) and attract a wider audience.

Nowadays, when people get concerned about their health or are diagnosed with an illness, they go straight to Google to get a detailed analysis. Here, you can make them believe and build authority in your field.

Ever researched medical terms on Google? Then you likely come across the Mayo Clinic articles approved by doctors that set them as an authority for consumers.

They don’t just hook up with blogs; Mayo Clinic also markets its services through social media and builds a handsome following there as well.

From appealing graphics to engaging videos, sharing industry news, and helping patients’ lives better, they cover all the aspects that a patient needs. They don’t just promote the clinic but actually help by raising awareness for better health. 

5-Provide a sensational patient experience.

The most important aspect of increasing your positive brand awareness is actually providing a remarkable experience to your patients. The standards you are setting through your brand must meet the patient’s expectations.

When the patient trusts and comes to your organization, it can be a one-time or lifetime loyal patient. It all depends on your customer service, which builds your reputation. The patient may recommend you to family or friends or leave a good review online when you treat them well with empathy.

Like the Mayo Clinic also provides an exceptional and innovative experience to its patients in person. When a patient visits Mayo, every staff member is compassionate to help and boosts their values of bringing comfort. 

Physicians collaborate on treatments and procedures with their peers to provide a relevant treatment. Meanwhile, this boosts their reputation as patients share their positive experiences and recommend the clinic to others. 

6-Collaborate with influencers.

Another crucial element in raising brand awareness through influencer marketing. You can collaborate with a relevant influence to up your marketing game.

And while you offer, the healthcare field influences your products or services and offers discounts to their followers. This way, prospective patients are persuaded and likely see you as an authoritative healthcare provider.

Another prominent healthcare company CSV Health is an excellent example of a marketing brand by collaborating. They partner with influencers who show the use of their health store products to create an impact on the audience.

They offer discounts to appeal to customers, bring loyalty programs like ExtraCare, and level up the word-of-mouth recommendations. That successfully boosts brand awareness and helps to create thriving sub-brands, including CVS Pharmacy, Omnicare, and MinuteClinic.

Summing up

Effective brand awareness is an excellent way for healthcare providers to level up their presence. It establishes you as an authority and makes you recognizable, which ultimately sells. From performing market research to building a unique brand identity, sharing valuable content on social media, and collaborating with influences, all can help you boost your brand awareness.

You can boost brand awareness like healthcare providers Mayo Clinic and CVS Health; however, you must be consistent in marketing your brand and services to leave a lasting impression. Remember, it takes time and consistent work.