The 5 Most Common Brand Mistakes Healthcare Companies Need to Avoid

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The 5 most common brand mistakes healthcare companies need to avoid

And what to focus on instead. © Brightful Ltd 2

We are a change agency specialising in solving brand, digital and culture problems for complex businesses.

We only work with brave brands ready to tackle problems in new ways.

WE ARE BRIGHTFUL. YOUR PROBLEM. SOLVED.

Brand Digital Culture © Brightful Ltd 3

READY? HERE WE GO… — THE 5 MOST COMMON BRAND PROBLEMS HEALTHCARE COMPANIES NEED TO AVOID

3 © Brightful Ltd 4

#1 — BRAND DOESN’T MATTER (let them choose generic) © Brightful Ltd 5 WHAT IS THE PROBLEM?

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With a heavy focus on R&D and sales strategies focussed on healthcare professionals healthcare brands have a tendency to live in a bubble of industry reputation and underestimate the power of a strong brand. It can seem overwhelming to focus on branding in a heavily regulated and highly fragmented and political environment.

There’s only one problem: consumers and pharmacists often make the ﬁnal decision at the counter. Which means you need a clear global 5 brand strategy. © Brightful Ltd 6 Strong competition? — Brand relevance is especially high in categories that offer almost unlimited choice

https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/driving-business-growth-by-zeroing-in-on-the-consumer-decision-journey © Brightful Ltd 7

#2 — DON’T UNDERSTAND THE PATIENT (let’s just innovate for the sake of it) © Brightful Ltd 8 WHAT IS THE PROBLEM?

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There’s an increased fatigue amongst consumers and patients of innovation for innovation’s sake. We all want innovation but do you truly understand what your consumers need and want?

Make sure you get to know your patients and consumers well and understand what drives their choices and behaviour before spending time and energy on campaigns or products they don’t need

8 or want. © Brightful Ltd 9

#3 — PURPOSE IS AN INTERNAL HR THING (our purpose and culture don’t need to match up) © Brightful Ltd 10 WHAT IS THE PROBLEM?

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The main purpose of most healthcare providers can be very similar. It’s often a version of ‘Making patients/people feel better.’ But is your organisation behaving in a way that truly works toward that purpose?

Do your employees and patients believe that you are living up to that promise? Your brand story and experience can be a key factor in how your purpose

10 comes to life. © Brightful Ltd 11

#4 — PACKAGING IS FOR DISCLAIMERS (who needs to spend money on good design?) © Brightful Ltd 12 WHAT IS THE PROBLEM?

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Now, we all know that branding is not just about your logo. But when did you last scrutinize your packaging design? Even in a highly regulated or restricted business there are things you can do to enhance the experience between the patient and your brand.

From the way your second packaging is designed to how you provide instructions, the devil is in the detail and it might seem like a small thing. But if that’s what your customers interact with on a daily basis it’s time to give

12 it some serious design love. © Brightful Ltd 13

#5 — WE CAN’T DO SOCIAL (we’re highly regulated and the risk is too high) © Brightful Ltd 14 WHAT IS THE PROBLEM?

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We get it. Advertising and marketing in healthcare can be tricky and difﬁcult. You need a well trained team that knows what is and isn’t appropriate to say when.

But social is a key aspect of your brand and how your consumers are experiencing you and not saying enough or anything at all is harming your brand more. And a real missed opportunity.

14 © Brightful Ltd 15

GSK CASE-STUDY — OUR TEAM HAS HELPED GSK AND OTHER GLOBAL HEALTHCARE BRANDS SHAPE THEIR DIGITAL AND SOCIAL BRANDS

15 © Brightful Ltd 16 OUR TEAM HAS ALSO DELIVERED WORK FOR —

AstraZeneca, Pﬁzer, Novartis, EMIS Health, Eucerin, Elastoplast, Shell, IBM, Coca-Cola HBC, Vodafone, Maritech Holdings, Unilever, TEDX, Fairtrade Foundation, Diageo, Costain, Marks & Spencer, BP, Mace Group, BIMA mobile, LPEQ, Arup, Great Portland Estates, Laing O'Rourke, Quilter, Laura Ashley, Essentra, Mott MacDonald, WRAP, Recycle Now, INEOS, Nautilus International, Maersk, KPMG, NHS, Centrica, E.On, EDF Energy, SKY, Morrisons, TetraPak, Royal Navy, Marks & Spencer, BBC. © Brightful Ltd 17

WOULDN’T IT BE GREAT IF YOU HAD… — YOUR BRAND PROBLEM. SOLVED.

17 © Brightful Ltd 18 YOU’VE TAKEN THE FIRST STEP TO SOLVING YOUR BRAND PROBLEMS…

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“Sometimes the easiest way to solve a problem is to stop participating in the problem.”

JONATHAN MEAD

WE EXIST TO MAKE YOUR BRAND PROBLEMS DISAPPEAR. POOF.

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Brand audit

Deﬁning or reﬁning your purpose, mission and values

Brand messaging by audience

Experience mapping

Brand guidelines, TOV

Brand assets (photography, illustrations, ﬁlms, copy)

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how to create how to deﬁne how to move how to thrive brand the problem forward faster at remote experiences before jumping and get working (for with purpose to solutions things done in pharma large meet-up) organisations © Brightful Ltd 22 A PROBLEM SHARED IS A PROBLEM SOLVED.

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WORK WITH A SENIOR EXPERIENCED TEAM THAT KNOWS HOW TO SOLVE BRAND PROBLEMS FAST. NO SENIOR PITCHES WITH JUNIORS LEARNING ON THE JOB. 22 © Brightful Ltd 23

We are a change agency specialising in solving brand, digital and culture problems for complex businesses.

We only work with brave brands ready to tackle problems in new ways.

A PROBLEM SHARED IS A PROBLEM SOLVED. — BOOK YOUR FREE HALF HOUR BRAND CONSULTATION