Any form of hospital or health system branding should be thought of as a three-year project.
This might disappoint some executives who want a months-long rebranding, according to a blog post from Franklin Street, a healthcare marketing company; but it takes time to create brand awareness, change perceptions and drive action. Year one involves brand establishment, year two is about brand reinforcement and year three is about brand expansion.
Here are a few reasons rebranding efforts need about three years — or 1,095 days — to make a lasting impression.
1. Consumer opinions about hospitals and health systems aren't shaped overnight. Hospital campaigns require a steady presence as perceptions change over time. Most consumers are seeking to learn more about a hospital's services or products the way they are for a hit TV show or new car.
2. Healthcare is complex. It takes time to tell the story properly, according to the post. "Unlike chewing gum or running shoes, our campaigns require more on behalf of our intended audiences in order to absorb our branding."
3. There are many components to the campaign. More specifically, service lines have a key role in extending the health system brand. They are a key part to validating a health system's position. "Integrating service line messages at the right time in the overall branding process will drive short- and long-term ROI," according to the report.
4. Money. Most health systems don't have the funding to reach and saturate prospective patients with branding messages in one fiscal year, according to the post. By tackling the campaign over the course of three years, most health systems can "chip away" at branding goals by reinvesting each year and delivering on brand messages.
More Articles on Hospital Branding:
Bringing a House of Brands Under One Roof: Greenville Health System Case Study
6 Tips on Rebranding a Community Hospital Under a Health System
Conveying "Systemness" in a Brand: Legacy Health's Transformation