Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. On our radio show That
Branding Guy™, we discussed healthcare branding and marketing challenges with
an industry expert.
Joining us
on the show was Vince Parry – President of the Parry Branding Group, branding expert
and author of Identity Crisis –
Healthcare Brandings Hidden Problems and Strategies to Solve Them. Vince has been in the health and wellness marketing
and communication industry for 35 years, his background includes working at
large ad agencies including Saatchi & Saatchi as well as Young and Rubicam.
Vince started
his own healthcare-focused branding consultancy about five years ago. Clients
range from health and wellness over the counter brands to big pharmaceuticals, healthcare
services and hospitals.
Identity Crisis has two meanings: 1.
When a brand struggles to find its identity or their identity is
confused/diluted and 2. People (consumers) who have an illness lose part of
their personality and are not themselves – they also experience an identity
crisis. When these consumers look to the healthcare industry they are seeking
to resolve their own crisis.
The
discussion turned to television advertising for pharmaceuticals; Vince believes
they should die a quick death. As an industry, health and wellness provides
services to consumers that improve quality of life or extend life. As such,
they should behave in accordance with this brand identity.
The current
positioning of TV commercials is actually undermining this brand stature by
trying to be entertaining while there is nothing entertaining about their
illness related subject matter. Strategies that work well for the healthcare
industry are online and print media. There is an opportunity to tell more of a
story and provide information to consumers and as to online, even become a
resource.
With his
book, Vince is targeting marketing and branding professionals, especially those
in the healthcare agencies. Doctors and consumers interested in healthcare are
also reading Identity Crisis.
Vince’s
branding tip – get to know your audience and find out what they are seeking.
Enjoy the
show!
Once a Day Marketing™ inspires
clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to That
Branding Guy™ every Saturday at 2:00pm (MDT) on KTRC 1260 AM or stream live
on SantaFe.com
© 2017 Once a Day
Marketing™. All rights reserved.
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