A brand gets noticed when it connects with its customer. More if it is true to its identity and can rightfully reinforce the brand’s image. This is where branding paves a pivotal role.

Waking up to a print advertisement, driving by the same brand on a billboard, reading notifications of the (same) brand on a digital app, tapping on your feed and viewing the same brand (again) due to targeted advertising (algorithm), sounds like hammering. That’s exactly what branding is about!

Today’s healthcare industry is far more competitive. A good doctor makes or breaks the patient inflow of any hospital but as they say people (patients) are far more influenced by what they see or experience. So, it becomes crucial for brands to sell experiences!

Today’s patients have become empowered consumers, therefore the benefits of healthcare branding have grown! Authenticity, relatability, and engagement are the basic pillars of branding! Positive reviews and testimonials always convince better. Therefore, a sensible branding campaign with a hint of human-interest angle is a sell-out.

Brands that echo patients’ success stories, with doctor’s unwavering support and technological innovations make it easier for patients to differentiate and choose a healthcare provider! Thus, branding helps.

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Creating branding strategies!

With the power of unique messaging, an impactful logo, a strong tagline, and understanding the customer needs, one can create a powerful branding strategy that resonates with the target audience. With the right branding strategy, it becomes easy to build trust and loyalty with potential customers! When it comes to healthcare branding some names / brands obviously stand out like ~ Cleveland, Mayo & Johns Hopkins!

Brand Logos that Linger!

Logos, their font styles, and the colour palette are the real storytellers! While Cleveland’s branding focuses on excellence, Mayo is strongly known for being a compassionate caregiver and Johns Hopkins’ branding focuses on trustworthiness! This is what standing out from the competitors mean.

Digital & Social Media

A hospital's online presence across social media handles plays an important role.

Reviews, social media mentions, and feedback contribute to maintaining online reputation. Therefore, it becomes very crucial for healthcare brands to keep their digital handles and websites updated and content rich.

Healthcare Brands & Events

Public events, mass gatherings, formal interactions or continued medical educations in healthcare have always used branding as the trickster to their success!

From marathons to conclaves, mass messaging on various mediums have always brought in more participation! And of course, we all know how Influencer branding adds the zing to such events! Hospitals & healthcare brands therefore don’t mind spending goliath amounts on celebrity endorsements.

As branding evolves, every healthcare brand should be conscious about the fact that what might have worked for them two years back might be a bummer in the coming year! So it is imperative to be aware of your competitive brands, what different they are doing and which is that up to date branding tool to choose from!

Avik Majumdar is the senior assistant general manager, branding & marketing communications lead, at Artemis Hospitals.

To apply for the PRmoment Health and Wellness Comms Awards 2025, register here. Early Bird Rate till May 15th.