Your brand ain’t what it was

Many brands have been redefined by a hospital’s patients through their patients’ use of social media.  Your brand is now what their patients—their social mediaphiles—say it is.  How’s that for a wakeup call?

Hospitals spend millions of dollars each year marketing to build their internal and external image; to what end?  At best, a hospital’s only barometer for how well they are getting their message across is a metric for name recognition.  Do more people know your name than they did a year ago?

I bet they do.  I would also bet most hospitals would have the same recognition factor if they did not spend a dollar on marketing.  Many organizations have no return on their marketing investment.  Installing a billboard on a highway a mile away from the hospital depicting a picture of smiling urologists is not bringing new patients or helping you retain current patients.

It may be time to figure out what the market and your employees are saying about your organization.  Chances are good that many of their messages are far different from your hospital’s vision statement and mission.  Chances are also good that their bandwidth and access to your customer base is significantly higher than yours.

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