In order to build a healthcare brand in this day and age, medical professionals have had to undergo a massive realignment to the way they do business. The old business model no longer works, and in order to survive the business of medicine, medicine has had to evolve with the changing times.
However, one thing that medical professionals have always had to do is make the right connection with their customer/patient. When it comes to appealing to mothers, the medical profession has been keenly aware of how important this segment of the population is to medicine. In terms of building a lasting healthcare brand, moms are at the top of the list when it comes to building a brand that also grows. Ways to appeal to moms include the following:
Base Your Approach with Kids in Mind – Today’s family dynamic is different than in years past. Children are being given a chance to be influential in the decisions that surround their lives. A healthcare brand that keeps kids in the loop and a major focus stands a greater chance of being seen as evolved and patient-centric.
Be Mindful of Your Online Presence – The modern parent tends to be tuned in to their technology now more than ever. Any healthcare brand that wants to succeed with moms these days needs to be able to appeal to this “techie” side of things and have a solid website & social media presence. By being able to digest patient reviews, a list of services and amenities, and even make appointments online, a healthcare brand becomes accessible to the go-go mom of today in a way that wasn’t possible just a few years ago.
Better Communication via 21st Century Means – At one point in time, a phone call with a human on the other end of the line was all we wanted in terms of customer service. Today, though, more and more moms are skewing toward engaging with their doctor in ways that are more personable while still maintaining use of the technology with which they are comfortable. Being able to send emails directly to their doctor can be appealing. Offices that send out messages regarding schedule changes via social media (brand-specific Twitter and Facebook accounts) ties into activities that can engage the modern mom.
Better Rapport with Patients – Believe it or not, even the modern mom appreciates a good bedside manner. More often than not, medical professionals are seen as somewhat removed, rushed due to over-scheduling, and distant from their patients with many complaining that their attending physician doesn’t even look them in the eye during a visit. By taking the time to address scheduling issues & addressing the in-house staff on better interpersonal skills, a healthcare brand stands to win because word-of-mouth references are the gold standard of a business establishing itself in the community.
Keep It Simple – Sometimes the simplest approach is the best. Yes, a nice website & organized social media presence can be beneficial, but be sure the information you present is easy to digest. Certainly appeal to the modern parent that wants a fully online experience, but never shy away from the parent that still wants to hear the calming effect of a human voice on the line. It can be easy to create a healthcare brand that is shiny and technologically equipped for the foreseeable future, but medicine is about people.
In the end, a successful healthcare brand is one that appeals to more than just moms; it appeals to the community at large. Success includes an evolved view at how society has changed while always maintaining a foothold on the purpose of medicine – to heal.