To maximize ROI, health care branding strategies must translate these investments into meaningful benefits for all audiences. Precisely because healthcare touches people deeply, the perils of failing to deliver a strong, authentic brand can be severe. Patients, caregivers, and staff need to trust the services and/or products you deliver and have confidence in your organization’s culture and commitment to ethical practices. For many patients and caregivers, your people are your brand, and must be empowered and encouraged to “live” your brand with commitment and enthusiasm.
Zelis’ new brand, founded on an invitation to “Experience Zelis,” was the source of a challenge: how to translate this distinct feeling – something based on in-person, first-hand interactions – into a health care technology brand that resonated throughout each touchpoint along the B2B customer journey.
In business, growth is more than important – it’s essential. But chasing annual revenue and profit goals, whether by building upon existing relationships or expanding into new markets, can sometimes come at the expense of a company’s core position in the marketplace: its brand.
The need for powerful storytelling has become a common refrain among marketers as they think about how to better connect with audiences. With ever-increasing opportunities for brands and audiences to interact digitally, marketers know they need to find ways to cut through the noise and engage with audiences at a deeper level – and film is an increasingly important tool for doing just that.
