I once wrote a marketing communications deck for a billion dollar healthcare system that included quite an array of advertising and branding objectives. The obs were stuff like: increased doctor retention, increased patient satisfaction scores, improved close rate on nurse hires, reduce cancer patient outmigration to NYC – I mean, full monty stuff. My marketing director looked at me like I’d taken hallucinogens. “We can’t do all that.” I believed we could. I believed these results were already underway, he just didn’t see it.
The health system was indeed changing healthcare for the better, across all of its entities. And the brand strategy and service area (cancer) ads were chronicling it. You see, when “proof” not “platitudes” comprise your branding efforts, people tend to believe you. Sure, they might wonder about what you are not telling them but over time proof convinces. Proof is reality.
I can’t share the claim and proof array on this particular brand strategy, even though it was written close to 20 years ago, but believe me when I say it still applies. It still works, and it still shows healthcare improvements across a wide variety of objectives. Not the least of which is a nearly 4 fold increase in revenue since that fateful meeting.