How to drive transformation through your healthcare brands
Healthcare brands that are fueled by a powerful core idea (what we refer to as a big energizing idea), and are managed with a delicate balance of imagination and precision, have the ability to transform both organizations and their audiences.
Here are six tips for driving brand-led transformation:
1. Step outside of your traditional category box. Consider what you might be, and not what you are. Perpetuate the status quo and you’ll never see beyond what you already know. Question deeply held assumptions, consider the business from a new angle, and generate innovative ideas and ways to change consumer behavior. Consider Humana, a health insurance company that’s breaking the mold through their Crumpleitup innovation initiative designed to come up with creative ways to help people be healthy while having fun.
2. Get different. Rewrite the rules of the game. Zig when others zag. Follow the same path as others, and you’re limited to the same gains (or losses) as others. Consider Hello Health, a new healthcare organization that’s reframing the relationship between patient and physician.
3. Drive from a powerful idea. Every great business is built on a great brand. And every great brand is built on a great idea. An idea that’s simple, unique and compelling. An idea that can sustain the business for years down the road. Unilife is a rapidly growing medical device company, passionate in its quest to help its pharma and healthcare partners enhance and save lives through the reduction of needle stick injuries.
4. Get everyone on board. Transformation can only happen from the inside out. Paint a compelling picture of the future. Establish a sense of urgency. Let everyone participate in the journey. Ground change in your culture.
5. Execute meticulously. Sweat the details. Great brands get that way based on brilliant execution. Ensure your brand shines through across all its touchpoints – from products, to behaviors, communications and environments.
6. Be an open book. Open up your brand to participation. Let people contribute their own stories. Let them share their stories with others through you. Create a more powerful story together. After all, there’s always a new chapter in the works. Consider the support and participation through GSK’s Alli Drug community www.myalli.com.