Make your hospital walls speak for your brand
- Post By : Mr. Mohammed Ilias
- Source: BCC HEALTHCARE
- Date: 23 August, 2018
Branding inside and outside your hospital helps in building the positive ambience that builds credibility with your patients, increases motivation among employees and even can act as a word of mouth conversation trigger.
Branding is an arduous task, and hospital branding is especially challenging for a numerous sensitive reasons. At the helm of it, the mission of hospital branding is to create awareness before an individual has a need or even any interest in the predominantly desirable notion of “going to the hospital.” To make this whole experience a pleasant one, it is important to communicate the right message in the most desirable way.
A patient gets to know about the healthcare institution either through a referral or an advert. Once the patient comes to the hospital he needs to get a holistic view of the accomplishments of the hospital in terms of providing healthcare, through appropriate communication.
Discussed below is the articulation of the 10HB Module (Hospital Branding Modules) developed by BCC Healthcare which gives a holistic view of the brand communication at hospitals of any size and various aspects of it.
Credibility communication is a communication which talks about credibility building elements. There are a number of things about the organization which can build instant credibility for first time walk in patients or old patients and also to the employees at large. Credibility communication include displaying patient testimonials, case studies – critical cases where in a patient is cured despite acute chances of survival, awards and accolades, certifications and alliances with health leaders to maintain quality standards.
2. Awareness Communication
Every hospital has a responsibility to spread awareness about the diseases, good life style habits, and conduct awareness training sessions. Disease awareness communications are communications disseminated to consumers that discuss a particular disease or health condition. Awareness communications can provide important health information to consumers and can encourage consumers to seek appropriate treatment. This is particularly important for diseases that require immediate attention, under-treated health conditions and symptoms which are commonly not everyone is aware of and also act as a preventive health checker.
3. Capability Communication
Capability communication is a communication which refers to the capability of the hospital in delivering healthcare. Capability of the hospital in terms of infrastructure, technologically advanced equipment and showcasing the doctor’s experience and expertise to perform critical operations. These can be illustrated by showcasing the milestone of the hospital as to how it has grown over a period of time and also the various breakthroughs of the hospital that can instill confidence among patients about the capability of the hospital.
4. Etiquette Communication
Etiquette communication outlines the dos and don’ts to be followed inside the hospital. These can be as simple as restrictive usage of mobile phones inside the hospital to critical scenarios of communicating the procedure to dispose the medical waste to clinical staff. These etiquettes ensure the safety and well-being of the patients. Proper hygiene and precautions are very essential for the good health of the patient. Hence, it is significant to follow the etiquette designed to specifically communicate certain important aspects to maintain the hospital decorum inside the hospital.
5. Employer Communication
It is important to build a sustainable employer communication program to maintain a two-way relationship between the organization and staff. Over a period of time this will motivate the staff and align them to the vision of the organization in performing their day to day tasks. It is a building block for organizational culture and provides a catalyst for employee engagement. Organizations that manage change effectively and that have effective employer communications are more likely to outperform their peers in financial performance.
6. Brand Engagement Communication
The patient’s experience typically starts with setting an appointment, arriving at the hospital, filling out an arduous form, waiting, reading (usually old) magazines, waiting some more and finally speaking with a physician but not really knowing what questions to ask because of a lack of familiarity with the ailment or medical procedure.This experience includes multiple missed opportunities to communicate and connect with the patient. This would be an excellent opportunity for organizations to build their brand to be perceived in a number of ways such as quality oriented, transparent, technologically advanced, loyal, caring and more. Carefully created content during this engagement will help position your brand in the minds of the patients / visitors and how they perceive you at large. For example a recreational zone build for kids inside the hospital has proven to reduce lot of commotion and build a positive brand image.
7. Doctor Communication
Doctor communication is about the doctors who practice inside the hospital, their availability at the facility, capability and profile of their specialties. Patients today desire communication about their physicians and healthcare providers that garners respect, trust, alignment and understanding—a truly shared approach to their healthcare needs.
It would be really helpful to communicate this information to the patients / visitors to know more about their doctors as well as fixing appointments for next visit and contact information during emergencies.
8.Way Finding Communication
Healthcare way finding is a serious customer and patient relations issue for hospitals and medical facilities. Because patients and visitors, inside and outside the facility, are usually in a heightened state of anxiety and are thus worried about finding their way to their intended destination. For first-time visitors and patients, this heightened state of anxiety is multiplied.
An effective healthcare way finding system provides direction and empowerment for visitors moving to find their destination in a facility. Since you only get one chance to make a good first impression, the way finding system should be designed with the first-time visitor in mind. A successful and effective way finding system reveals layers of information for the visitor to get to their destination – a process called progressive disclosure, which provides only enough information necessary to get the visitor to the next decision-making point.
9. Statutory Communication
Statutory communication is the mandatory and regulatory communication which is required as per the norms in any facility according to the guidelines. Some of the statutory communications include fire exits, slope statutory communication to avoid accidents, things to follow when a power failure occurs inside a lift, evacuation plan and so on. It is extremely important to cover all the statutory communications required for the facility to avoid accidents and create an orderly situation during crisis management.
Inadequate communication outside the hospital affects the visibility of the hospital. Effective signages needs to be used outside the building and at the top of the building which are properly lit up so that when in need of an emergency, everyone can easily identify the facility even during late hours. Location plays a vital role in external branding, where you place your signage is very critical. The people who drive by that location will begin to know who you are and what you have to offer and also become your local clientele.
The above convey the most effective and proven ways of using brand communication inside and outside your hospital for desired impact. These are the ways in which an organization can utilize brand communication to expand the boundaries of the brand reach and create a solid understanding of the brand values to all those who are connected to the brand.