health care branding

    MSKCC and Proof.

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    The new advertising for Memorial Sloan Kettering has great potential yet under-delivers. The idea or promise is “More Science. Less Fear.” MSKCC the CC stands for Cancer Center) is known for its best-in-class cancer outcomes. If ever you have a chance to speak with someone who has been treated there, you know that they understand the science. Intimately. So the promise (brand idea) is dead on. But if you read or listen to ads on the radio you get no science. You get generalities. “We treat every cancer patient differently.” We us a team of specialist.” Flah flah. I was doing ads like that as a kid.

    I’m not sure where the breakdown is. MSKCC has the proof. They have the science to educate consumers – they just don’t seem to use it. Perhaps they believe we’re not all science majors and won’t be able to process the info. Not so. The narrative doesn’t have to be in chemistry 401 language.

    Branding and advertising is all about claim and proof. MSKCC has the claim…it’s the proof they’re having difficulty with. Proof of more science, should be the easiest part of the equation.

    It will get better. There are smart people at the helm. Peace.

     

    Big Data for Life!

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    Big data is everywhere. The top three areas I’ve seen it taking hold are: education, healthcare and marketing. On the marketing side, IT budgets used to be the provenance of the LAN, WAN, hardware and software guys. Now that money is controlled by the marketing peeps. (What good are wires and iron, if you can’t do something smart with them?) As for education, we’re on the cusp of using data to better learn how to learn. Or teach, i.e., individualized lesson plans based upon a student’s learning style or where s/he is on the learning curve. Once we figure this out, thanks to data driven assessment and some smart pedagogy, we’re on our way.

    But nowhere is big data to be more impactful than it will be in healthcare. EHRs (electronic health records) also known as ISIL, I mean, EMRs (electronic medical records), are the next big platform battle. As is the case in free enterprise societies, new technologies often develop sloppily. That is, without a clear cut winner to start, the market is like a burlap bag full of cats. In my area of NY, there are 30 electronic health records companies serving physicians, hospitals and labs – very few of which speak to one another. It’s messy. And with the Affordable Care Act facilitating the need for EHRs, the battle is only now starting to occur in earnest.

    Data done well will turn all doctors into good doctors. (Question: Do you know what they call a physician with a C average who graduates med school? Answer: Doctor.)  Big data in healthcare has the ability to make healthcare in America the envy of other nations. Right now it is not. These are exciting times and when the politics wear off, we’ll start to really see some wonderful outcomes. Great docs and great data will make for great patients. And that’s a home run. Peace.

     

     

    Life. Giving. Breakthroughs.

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    The headline above is the tagline for the extraordinary Brigham and Women’s Hospital, or so it appears on advertising and the website. It reflects a tripartite brand strategy. Maybe 4-partite if you define “giving” two ways. Most hospitals don’t really get branding. They understand the need to fill beds, increase revenue and improve reputation, but don’t really know how. So they establish a marketing board, fill it with retirees who once worked at Clairol, and raise money for an ad campaign. Someone at the new ad agency writes a poor brief and a lazy ad pops out about the latest treatment, a survivor story or an award. All tied up in a tidy little tagline like Life. Giving. Breakthroughs.

    Taglines are claims. Claims that meet at the intersection of what a brand is great at and what consumers want. If you take the periods away from the Brigham and Women’s tagline the strategy is about breakthroughs. Not a bad place to be if you can prove it. New York Presbyterian’s line “Amazing things are happening here” does a better job of making this claim from a poetic sense. But again, the strategy only works when you prove it by sharing amazing things.

    Healthcare, which makes up 18% of the GDP, is the consumer category that needs brand strategy the most yet employs it the least. Here’s a tagline and brand strategy that work. Tell me if you know the brand. “The best cancer care anywhere.”  

    Peace.