Many healthcare brands seem to forget that their audience is made up of human beings. And in today’s healthcare landscape patients place a high value on the quality of their often intimate interactions with providers. A compelling verbal identity will ensure that your written content supports your patients, providers, and strategy.
A robust verbal identity, one that enhances your visual elements, is a strategic asset. But, what, exactly, is a “verbal identity?”
In its simplest terms, a verbal identity consists of two components:
1. The substance (i.e. the “what”) of your organization’s content.
2. The style (i.e. the “feel”) with which that content speaks to your audiences.
Like your visual identity, verbal identity reflects your brand’s personality and values. It also reflects the values and needs of your patients, staff and other stakeholders.
From a strategic perspective, verbal identity is your brand positioning brought to life in the words you choose to describe your institution and your patient services.
Put another way, your visual and verbal identity reflects not only your mission statement but your personality.
Is yours bold and inspiring, or vanilla and expected?
Rate your healthcare system's verbal identity
In the next post in our series, we’ll share our verbal identity quiz featuring six “red flags” to help you rate your healthcare system’s verbal identity. We highly encourage you to use this simple assessment tool, because verbal identity that aligns with the needs of patients in your market will help them see your organization as authentic and approachable.
That could be a massive differentiator for your brand, which is why we focus on verbal identity in the latest white paper we’ve just published, “Verbal Identity: Why Your Healthcare Organization Needs One Now.”
Find out how to bring your verbal identity to life
In our work with healthcare organizations, we’ve seen otherwise competent and trusted healthcare organizations struggle to differentiate themselves when they haven’t planted a flag in the ground other than a variation on the usual, “Dedicated to providing the highest level of care to the communities we serve.”
Who’s “we?” you might ask. This time we’ve partnered with Dave Reyburn of DS Reyburn Strategic Creative and in the white paper, we look at two healthcare organizations from opposite ends of the geographic and name recognition spectrum, the Mayo Clinic, based in Rochester, MN, and Hancock Health, headquartered in Greenfield, IN.
While very different in their histories and scopes of service, each demonstrates clear strategy and commitment to patient needs that in turn, drive verbal identities that connect with their target segments and set each institution apart.
Download our latest white paper now and find out how to bring your verbal identity to life.
If you could use the perspective of branding professionals with extensive experience in healthcare, let’s talk! Contact me here, or better yet, just pick up the phone and call me at 443.315.1282.