The Power Of Creatives In Building Healthcare Brands
As general awareness is increasing, there is an evolution in integrated healthcare marketing techniques. Healthcare marketing used to be focused on the direct distribution of a branded message uptil now.
Here it seems easier to communicate in a direct manner. But it is not an exciting way to receive information. The audience is significantly less responsive when healthcare brands communicate in a direct manner. If the audience doesn’t respond, it means that the healthcare brand message is not impactful.
Today’s audience is a mix of three generations (Baby Boomers/ 43-62 years, Millennials/ 24-39 years, Gen Z/ 8-23 years) Mille who think differently but value the same qualities in a healthcare brand. This is where creatives become a powerful tool in establishing a healthcare brand in the mind of the people. A brand requires resonance and creatives deliver it.
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(A creative about World Sight Day from Instagram.)
Creative is a visual representation of an idea. It begins at an integrated healthcare marketing agency. A creator thinks of various ideas keeping in mind the brief provided by the brand. The brief includes the target audience, theme and focus area. Once an idea is set, a copywriter carefully uses the exact set of words that will communicate the brand message and generate a desired response from the audience. Then, the designer designs it in such a way that the visual speaks to the audience.
Creativity opens doors for communication in multiple ways. The beauty of it is that a message can be distributed many times to the consumer in various ways across platforms and the consumer would still be a keen spectator.
As a healthcare brand, creativity is the tool that allows them to speak the same thing to three different generations and have them understand it. This is why any healthcare marketing agency always pushes for creative messaging. They understand how creativity can be utilised for a healthcare brand. They are aware of the benefits and the procedure alike.
Creatives are an impactful and powerful form of Integrated healthcare marketing because of the following reasons.
- Excite the audience about a specific brand
Healthcare brands influence the lives of the people for better. A creative by a healthcare marketing agency is thoughtful, simple, interesting and informative. It is exciting for the audience to understand and relate to the complexities of healthcare.
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(A creative showing a mask worn regularly in a creative way that makes it attractive and creative.)
- Showcase the brand as a solution to a problem
Creatives go one step ahead of direct messaging to convey the brand qualities to the audience.
A healthcare marketing agency with the help of creatives places the brand in regular life situations of the audience. This way the audience gets a better understanding of the brand offerings.
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(An emotional way of showing Emergency and trauma care.)
- Create a unique brand identity
Everybody knows what a hospital is, how it functions and what to expect at a hospital. A creative also shows either of these things. Along with this, creatives employ a different way of saying it. Creatives place the healthcare brand to ignite an emotional response. This emotion establishes the brand in the mind of the audience and creates a unique brand identity.
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(This creative establishes the brand as an eye care centre with just specific elements.)
- Uniformity throughout different platforms
While creativity makes a person stop and notice the brand, it also creates uniformity throughout the platforms. The same thing can be said in different ways with creativity. So, the same theme can be used as an integrated healthcare marketing efforts. Different shades of brand colours, uniform fonts and diverse messages help maintain uniformity of the brand.
“If it doesn’t sell, it isn’t creative.” – David Ogilvy
Creativity is a craft. It gives healthcare brands a competitive edge as it attracts the audience. A creative is an improvised and thoughtful way to deliver the healthcare brand’s message. A consumer always appreciates the creativity and responds to the call to action. A healthcare marketing agency is the creative support partner who can achieve this for any healthcare brand.