Misused Branding Techiniques in Healthcare Marketing

July 27, 2021

Optimizing your brand is an art and a science. While there are techniques that can be used to ensure the public knows who you are and what you’re about, the key is knowing when and how to use those techniques effectively. At Pascāle, we’re experts in developing and sharing your story, so we can help you avoid the pitfalls of poor branding support.

The value of a name

Whether you’re looking to change your marketing plan for new goals, rebrand your organization, or are just beginning to build a presence in the industry, the way you describe your company and the name you choose is important. Names that are too long or convoluted can be easily forgotten and can hurt your momentum.

Even if the name is short and sweet, it needs to make sense. Don’t choose a name that takes too much time to figure out. New York Times Bestselling Author Donald Miller says in his book “Building a Storybrand” that brands often “cause their customers to burn too many calories in an effort to understand their offer.” Your audience shouldn’t have to think too hard about your brand to understand who you are.

Misuse of common phrases

Medical terminology is often confusing to those who don’t use it every day, so it’s important to be aware of limitations in understanding. This happens regularly as brands expand internationally and fail to properly translate catchphrases or company mottos into something that matches the meaning of the phrase, rather than literal meaning of the words.

Inappropriate social media strategies

Social media has become a vital part of any marketing strategy, and many companies use this as an opportunity to expand their brand to feel more human and relatable. However, you need to understand your role in the social media space. People are not looking for funny memes or trolling from a healthcare company. You should be established as an expert in your field with professional and informative posts. This doesn't mean you can’t be lighthearted and fun, but it’s important to know the line.

Get your branding right with Pascāle

With the help of our team at Pascāle, we’ll make sure that your branding is on point. We’re a healthcare marketing agency that understands the nuance of the industry and how to tell your story with impact. Get in touch with our team today by sending us a message using our contact form.

pasblog_7_21_21_high res_1.gif