Positioning a hospital merger as a compelling benefit to patients and caregivers.
As the “bigger is better” mentality continues to roil the health care industry with a surge in M&A activity, there’s one key element that can get lost in the communications shuffle: the human story. While talking about the financial perspective of health care consolidation may make sense to business stakeholders and investors, it can leave patients – and other key audiences – a bit cold. For true business impact, hospitals need to shape the post-merger story around a clear, compelling value proposition can rally customers, patients, and the community at large.
It’s a common branding pitfall: focusing on the what rather than on the why. In the health care industry, where services can span a range of disciplines and restructuring is increasingly the norm, brands that focus on the what often become muddled and fall flat. In order to tell a clear, cohesive story that inspires internal and external audiences, health care brands need to get beyond the nuts and bolts to a story that communicates a higher purpose.
In response to stiffer regulations and increasing demand for cheaper, higher quality care, hospitals are making billions of dollars of investments in order to remain competitive. But investment alone won’t guarantee a positive return. For true business impact, hospital investments need to be backed by a powerful value proposition, told through the lens of an overarching brand, that conveys the benefits to key stakeholders. The result? Health care investments that attract new patients and top talent.