How to achieve brand differentiation in healthcare

 brand-differentiation

Many of our healthcare organization clients both compete and collaborate with other organizations with similar missions. You may understand the uniqueness of your mission — but do your donors? If you sound, look and feel like other groups who share your sector, you may have a problem.

For example, one of our favorite clients is a disease research foundation that organizes fundraising walks. The challenge is that many other disease research foundations do the same kind of event!


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Another example: we work with a number of organizations that help disconnected youth. Each one has a wonderful mission and effective programs — but a potential donor may have a difficult time telling them apart.

Here are some actions to achieve brand differentiation:

Understand your competitive environment

  • Google using key words associated with your mission and study the results. This will show what organizations compete in your sector — you’ll want to research them. In addition, if your organization had low rankings compared to competitors, you can consider whether search engine optimization or a pay-per-click campaign is warranted for your website.
  • Study your competitors: visit their websites, note how they look and feel. Note their key messages: how they talk about their mission, how they describe their programs, their “tone of voice”. Determine what is effective and what is not. Understand how you differ from them.
  • Study your own communications. Write out the phrases you use to describe your organization. Compare it to your competitors.

Define your difference

  • Zig where they zag. You want to look, feel and sound different from other organizations, even if your mission overlaps.
  • Be consistent with branding. Develop an effective value proposition and key messages for your audiences. Implement them in a disciplined way — it takes a lot of repetition for branding to work.
  • The key here is trying to view your organization from a donor’s perspective – that’s what effective branding is about.

FACT OF THE MONTH

The ZIP in the post office’s Zip-code stands for “Zoning Improvement Plan.”

About us

LevinsonBlock is a Brooklyn-based healthcare marketing agency that specializes in mid-sized organizations. Our clients include healthcare providers such as FQHCs, disease foundations, and healthcare technology firms.
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