Branding

The Importance of Branding in the Health Industry

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Branding is essential to any business, including those in the healthcare industry. This industry is extremely saturated, so making your business stand out with unique branding is essential. Branding in the healthcare industry has always been around, but the levels of competition have increased significantly, so now is the perfect time to invest in better branding, no matter what your healthcare business is.

Brands need to appeal to customers in a new way, whether you have a medical practice or sell vitamins. Consistency across your platforms is essential, particularly as digital health is accelerating so rapidly. The main component of deciding how to brand your company is to ultimately decide what you offer your customers, how it can help them and why your product is important to them.

So, we are here to help with a few different things that you should look to establish within your branding to make sure that you are maximising the potential of your healthcare business.

Highlight USP’s

As the healthcare industry is so saturated, making sure that you clearly highlight your USP’s throughout your branding is essential. Differentiating yourself could be key for your business, so find or create things that your brand offers and no one else does. Perhaps your clinics are luxurious and offer a completely different experience for the patient than others. You could be creating some of the most innovative AI in healthcare. Maybe you have brand-new state of the art equipment that is revolutionary in the industry. You might be using new ingredients with exciting benefits proven by recent research.

Finding things that make you different, and clearly highlighting them to your customers through your branding, could take your business to a whole new level. As this is the healthcare industry, make sure that you represent the benefits of the business in a professional way.

Establish Trust

No matter the nature of your business, establishing trust is really important. When it comes to healthcare, it should be an absolute priority. They need to know that what you are offering is safe, has backing from experienced professionals and that it is a product that they can trust.

When people are ingesting products, giving them to their children, changing their body or investing in something to improve their health, having trust is an absolute must. Unlike other industries, it simply isn’t enough for customers to give something a go and see if it works for them, like they might with technology or clothing. Your product or service will be having a direct impact on someone’s mind or body, so showing you are reliable is vital.

Good branding can help you to do this, by offering information about the specific qualifications of the people who developed the product or who are offering a service, the research that reinforces the benefits/safety of the product and overall providing customers with a good understanding of exactly what it is they are buying and why they should put trust in you.

Establish Brand Guidelines

Another important factor when it comes to branding in the healthcare industry is making sure that everyone in your company has an in-depth understanding of the company’s branding, which can be achieved through establishing brand guidelines. When you are rebranding or creating your initial branding, make sure that you create in-depth brand guidelines with information about the company’s branding history, mission, values and vision for the future.

It is also important to include information about the colour palette, preferred file formats, sizes, spacing, logos, typography and so much more. Within the healthcare industry, consistency is particularly important, so making sure that everyone has the same understanding of the brand is key.

Final Thoughts

Working on your branding within the healthcare industry is more important than ever. There is nothing worse than a company rebranding multiple times because they didn’t get it quite right the first time around, so investing time and money into this initially will help your business significantly in the long run. It would be worth working with a branding agency Manchester or London based for some of the best talent, as they will be experts in getting to know your business through and through, then reflecting this in a professional and effective way through your branding.

As the industry is so saturated in all areas, now is the perfect time to get ahead with your branding!

About the author

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Daisy Moss

Daisy Moss is a freelance writer at Studyclerk specialising in business and e-commerce, with a passion for fitness. When she isn’t writing, you'll probably find her keeping up with the newest business trends or finding the best nutrients and multivitamins to keep her as healthy as possible.