The Value of Branding in Healthcare in Serving Public
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The Value of Branding in Healthcare
Branding in healthcare is a concept that has received adoption in the sector to promote the image of health institution and connect them and their services with the public (Bala, & Chahal, 2012). The current patient is an active partaker of healthcare services as a consumer than in the past and therefore institutions have to respond to their feelings about the products and services offered. The institution has to assure the public about services they provide and establish trust and sense of commitment by potential clients. Branding helps healthcare institutions to have connection with the public and peculiar identity with its products and services that identify with consumers (Becerra, Jillapalli, & Kemp, 2014).
A strong brand drives the customer base, influences employee behavior and guides facility initiatives (Gapp, & Merrilees, 2006). Healthcare institutions strive to increase awareness of their service programs and influence customer loyalty. Through branding, the perceived value of products and services is improved, and an organization gets competitive position and cover over bad economic conditions. Branding can insulate a business during crisis and help it overcome such event that would threaten its operations. Healthcare institutions must ensure that they have distinct, precise services that position at the top of any other service offered by the rest that a user could first think of if needed.
Branding is all about what people know, hear and see that affect their feelings and attitude towards a product or business (Becerra, Jillapalli, & Kemp, 2014). A corporate brand would communicate what it engages in without any further effort and confide the prospective service seekers. Branding gives a clear image that the public can relate with, recognize that it actually represents an institution, and have a strong statement that would strike the minds of the consumers to an extent of igniting commitment to the brand.
Circumstances under which it is Beneficial for Health Care Organizations to use Branding
Many factors facilitate the need for branding in healthcare that would be beneficial to the relevant organizations. The changing trends, consumers’ needs and perception, competitiveness existing in the industry and the need to run health care institutions as a business to position it in the market ignites need for branding. There is need to give customers expectations over the business and create sense of trust in products and services that identify with clients (Bala, & Chahal, 2012). Healthcare industry and the business world are changing, and consumers are more empowered than in the past leaving health organizations with no other choice other than to have a brand.
A healthcare facility would require branding in the event the environment has become very competitive, and it needs to differentiate its services from the rest. A unique but inspiring brand would create connection between health institution and the public and people would always relate to it and talk about it (Gapp, & Merrilees, 2006). Brands shape customer perception about the firm, expand the base signalizing a strategy focused on the future, and provide a consolidation of the existing entities. Branding enabled the American Cancer Society consolidate and coordinate its existing units to support a unified brand and relate to the main center.
Branding helps bodies create equity and leverage them to build trust that can help insulate against unprecedented occurrences in the future. Strong brands establish customer confidence and a mishap in the company image would not influence consumers or create a significant shift. Corporations would strive to incorporate their values and standards to the public and clients and live its brand through proper branding with strong strategic statement. It is the time health institutions realize the need for branding beyond the traditional corporate identity but focus on building brand equity with the public (Becerra, Jillapalli, & Kemp, 2014). Just as the American Cancer Society, Organizations must develop strong, consistent brands.
Use of Branding and Unexpected Negative Consequences
There are aspects of an organization that need consideration both internal and external when branding. A company can have a stronger brand image, but if the strategic statement is not well developed then the clients will not remember the statement thus will not relate it with the organization from its strategic statement. Abrupt changes in the brand name and image can alter the whole organization in the eyes of customers and may mean another thing altogether (Bala, & Chahal, 2012). Branding of an organization requires careful evolution from the previous image to a new image that allows people to follow every step all the way and maintain touch with the brand and image.
Branding without considering proper tradeoffs and exceptions may result in weaker brand and image that may not benefit the organization as purposed (Gapp, & Merrilees, 2006). Without following proper guidelines and making necessary considerations, a new name may end up sinking the institution rather than sailing it. Another grave mistake that a corporate can undertake that may end up having negative consequences is avoiding to focus on understanding competitor trends and brands. The organization must take time and ensure consistency in its strategy to position its brand that would make it distinct from the competitors and relevant to consumers (Bala, & Chahal, 2012). Consensus is essential, and maintaining consistency is critical for any healthcare organization that is branding to preserve higher values and personalities that will identify the employees and consumers.