Hospitals and health systems can prepare to build their brand by asking 22 questions, according to a Smith & Jones blog post.
The blog post supplements a recent Smith & Jones whitepaper, "The How-To Guide for Brand Building." The following 22 questions can help healthcare leaders assess their current brand and market competition, according to the post:
1. How and when did your organization originate?
2. What does it offer to the community, your patients and care providers?
3. How has the brand been represented in the past?
4. What is its current positioning in the mind of the consumer?
5. What is its current market position?
6. How do the people behind your brand talk, act and think about the patients they treat?
7. What are consumers' current perceptions of your brand, your competitors and the category as a whole?
8. What do physicians and healthcare professionals think?
9. What interests consumers and physicians, makes them happy, keeps them up at night?
10. What do you offer that can improve their quality of life?
11. What would make consumers and physicians choose your brand again?
12. What are stakeholders willing to believe about your brand that is somehow different and more desirable than the competition?
13. What factors do patients, employees and physicians consider when choosing a healthcare organization?
14. What are the relationship-building attributes that resonate emotionally with your audiences?
15. Are the drivers tangible or intangible?
16. Which attributes do you need just to be considered?
17. Which attributes offer the highest return on investment and which aren't worth spending time or money on?
18. What's important to your community that you can do better than all your competitors?
19. Who are your direct and indirect competitors?
20. When you reverse-engineer their brands, how are they positioning their organizations?
21. Are their messages different or the same as yours?
22. Are the things your competitors are saying true?
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