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Healthcare Branding
- 1. Branding Rx Malyn Molina, AVP for Client Services Ateneo Medical School | 21 July 2010
- 13. Power of Citizen Journalism “ Can I check these diplomas coz I just want to make sure they’re not from some med school in the Philippines”
- 14. Power of You
- 18. How do you build a brand?
- 25. Additional Tips. Heard of Health Engagement?
- 29. … or online. Photo Credit: http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg
- 30. Engage through-expert channels and sources Image Credit: www.sxc.huw
- 31. Inform in real time.
- 32. In summary…
Notas do Editor
- Explain Stakeholder Relations and why EON is the country’s pioneer SR firm. Mention our key industries
- General: Healthcare Stakeholder Groups – Doctors Regulators/ Policy Makers Corporate/ Industry Stakeholders Financial Community Civil Groups/ NGOs Caregivers/ Patients/ Famiiles Manufacturers Public Health Workers and Researchers News Beats: Science Press Health Press Regulatory Press Business/ Financial Press Features press News Features Opinion Special Interest
- Scan regulations, competitors, news, perception, issues, etc.
- What are their demographics or psychographics? MORE IMPORTANTLY, what life moment are they in? Newly married, career advancement? What are their buying behavior relevant to your brand? These information will help you understand how you should communicate to them – tonality of message, type of message, and communication channel to use.
- Based on an understanding of the environment and audience, define how you want to be known, how you will stand out, what makes you different from the rest. Is it because of a benefit or a value added proposition or an experience that only your brand can provide?
- What are your messages? What’s the complete information about your product or advocacy or brand? What are the risks? Response to issues? Be transparent and sincere in crafting your messages. People will know if you’re lying or spinning the truth.
- Based on understanding of your audience, what are the best touchpoints to reach them, to make them pay attention?