Branding in Healthcare: Define Your Brand With Customer Insights
Health insurers seeking to compete and win in this new world must quickly understand and address a critical topic that has long been given little attention in the industry -- branding. In my last post, I discussed why branding matters in healthcare.
Taking the topic further, health insurers that are just now starting to wrestle with the topic must start with three key questions:
- What customer insights do I need in order to make brand decisions?
- What is a brand strategy and how do I develop one?
- How do I prepare my organization to deliver on the promises made by my brand?
Gathering actionable customer insight is the first step to developing a beneficial brand identity. Understanding the customer, and especially that new breed called the consumer, means understanding what health means to them and how that affects the healthcare choices that they make, as well as what they expect of their health insurer.