Podcast — Which comes first, brand or purpose?
Featuring FutureBrand's Chief Strategy Officer, Eliza Yvette Esquivel, and Chief Creative Officer, Daniel Andersson
Two sides of the same coin: Purpose & brand experience
- Health systems need to approach branding differently than they have in the past to compete with powerful consumer brands establishing footholds in healthcare. One of the ways systems can embark on a new path is by rethinking "purpose.'
- Most health systems and hospitals assume they have purpose down pat – after all, they save lives every day. But there can be more to purpose.
- FutureBrand looks at the balance of purpose and brand experience. To them, purpose means nothing if it is not substantiated through a brand experience – regardless of audience.
Redefining brand purpose
- What brand purpose is: A promise lived in every action or engagement – it has many hands, many stories, and is felt by all of your customers and employees. It is the tangible and enduring mark a brand leaves on the world, how it lives in the world, and makes it better than it found it.
- What brand purpose isn't: A compulsory mission statement on your website, a promise you make 1-2 times a year in a campaign or activation, or the words that are referred to now and again in company town halls and stakeholder presentations.
What it means to be a sustainable brand
- COVID-19 and climate concerns have up-leveled what sustainability means today.
- Sustainability is no longer taking siloed actions for the good of the planet; instead, it's a full-court press to improve the well-being of the planet, the lives of people who live on it.
- Brand purpose goes beyond consumer experience
- The difference between a high-performing brand and a low-performing brand depends on the brand's ability to balance purpose and experience.
- The P&G brand does this well by actively living up to its corporate promise of "Touching lives, improving lives."
- A brand-led approach lessens the need to react to heightened public expectations.
Featuring Ben Fuqua, ReviveHealth's SVP of Analytics
These days, data is the centerpiece of most marketing conversations, but when you're a health system marketer with troves of data to sift through, focusing your efforts can be challenging. Where to start? Get Senior Vice President of Analytics Ben Fuqua's perspective in this episode.
Featuring Christian Barnett, Senior Vice President, Strategy
You've done the research, you've analyzed the data, and somehow, your audience isn't engaging with your campaign in the way your team intended. Could the problem be the lens you're using to examine your communities' challenges?
Hear ReviveHealth's Senior Vice President, Strategy, Christian Barnett discuss the role of ethnography in driving campaign engagement for health systems.
Featuring Chris DuFresne, VP of Experience & Marketing Operations, Allina Health
Digital transformation may not mean a complete overhaul of care delivery, but rather an intentional evolution toward a seamless consumer experience. How can health systems strike a balance between digital and in-person touchpoints in this pursuit? Hear Chris DuFresne, Vice President of Experience and Marketing Operations at Allina Healthdiscuss best practices.
With Chris Hemphill, VP of Applied AI & Growth at SymphonyRM
You've likely heard of AI, but how well do you understand its application in healthcare? For many, AI is yet another acronym to describe a "game-changing" technology. While we can't argue with that definition, we invite you to expand on it. Hear Chris Hemphill, SymphonyRM's VP of Applied AI & Growth, discuss AI trends impacting health system marketers.