Expert Mode: Branding in Healthcare Technology: Standing Out Without Stepping Outside the Lines
This article was based on the interview with Kristin Russel, CMO at symplr by Greg Kihlström, AI and Marketing Technology keynote speaker for the B2B Agility with Greg Kihlström podcast. Listen to the original episode here:
The healthcare technology sector is not traditionally known for its bold marketing campaigns. Strict regulations and a generally conservative environment often lead to a sea of sameness, with many brands struggling to differentiate themselves.
However, as Kristin Russell, CMO of symplr, points out, this presents a unique opportunity. In a field where many play it safe, even small deviations from the norm can make a significant impact. This article explores key insights from a conversation with Russell on how to build memorable brands and even create new categories within established and highly regulated sectors like healthcare technology.
It’s easy for marketing in healthcare to become predictable, even a bit dull. However, Russell emphasizes the importance of seeing beyond the industry’s perceived limitations and recognizing the opportunity to connect with customers on a human level. This approach requires a shift in perspective, moving away from product-centric messaging towards understanding the individuals who use and interact with these technologies.
The Power of Memorability
In a world saturated with information, brand recall is paramount. Russell highlights the importance of creating a brand identity that resonates with customers and sticks in their minds long after the initial interaction.
“The challenge you’ve got in healthcare of sort of like helping get your brand to stand out is actually, it’s a relatively low bar. … So making sure the brand is memorable and stands out is really a critical first step in the overall brand experience.”
This doesn’t require throwing regulations to the wind; rather, it’s about finding creative ways to stand out visually and emotionally, whether through unique fonts, color palettes, or imagery that speaks to the human experience within healthcare. A memorable brand can trigger a customer to remember a previous interaction or consider a product they may not have been ready for in the past, significantly impacting future sales.
Speaking to the Whole Human
B2B marketing often forgets that behind every business decision is a person with their own set of values, motivations, and experiences. Russell emphasizes the importance of acknowledging this human element in healthcare marketing:
“One of the things we try to do at symplr is in our marketing is speak to the whole human. … we’re also recognizing that that person has a life and they are, they’re a unique individual. And so we want our marketing to wrap around them.”
This approach involves understanding the multifaceted nature of healthcare professionals and tailoring messaging that resonates with their personal and professional lives. It’s about creating connections that go beyond the transactional and fostering a sense of community around a brand.
Category Creation: A Collaborative Effort
Creating a new category is the holy grail of marketing, but it’s no easy feat. Russell shares symplr’s journey of establishing “healthcare operations” as a distinct category, underscoring the importance of customer input and collaboration:
“It was our customers who told us about the ‘other budget,’ who told us like, ‘Hey, this is what we’re calling this stuff now.’ … But I’ll be honest, our customers also pushed back.”
This feedback loop is essential. A category must resonate with the target audience, and continuous dialogue ensures alignment. Furthermore, Russell highlights the unexpected benefit of involving competitors in the process. While counterintuitive, this collaborative approach helps establish the legitimacy and overall market awareness of the new category.
Measuring Brand Impact Through Scrappy Resourcefulness
Measuring the value of branding can be challenging. Russell advocates for a pragmatic, cost-effective approach:
“I really hate putting a lot of money in a brand survey. … our approach to measuring our brand, we look at things like customer perceptions … the competitive context … category perception … and … our share of voice.”
Leveraging readily available tools like social media analytics, Google Trends, and competitive analysis provides valuable insights without breaking the bank. This scrappy approach allows for continuous monitoring of brand performance and informs data-driven adjustments to marketing strategies.
Marketing in regulated industries like healthcare technology requires a nuanced understanding of the landscape and a willingness to challenge conventional thinking. By prioritizing memorability, speaking to the “whole human,” and embracing a collaborative approach to category creation, brands can effectively differentiate themselves and connect with customers on a deeper level. Measuring brand impact doesn’t require extravagant spending; rather, it calls for resourceful utilization of available tools and a focus on tangible metrics.
The key takeaway is that even within highly regulated industries, there’s room for creativity, innovation, and a human-centric approach to brand building. By adopting these strategies, healthcare technology companies can effectively navigate the complexities of their field and establish themselves as memorable, meaningful brands.
