CMA is pleased to showcase, in partnership with Brightworks, a whitepaper exploring brand authenticity in a world of healthcare consumerization.
Much has been said about the so-called “consumerization of healthcare” in the mainstream as well as the healthcare industry press. But just what does this mean?
When we think about consumerization, we think about a world filled with choices. And choices create the ability to have more and better.
In our consumer lives, choices are usually defined by brands, but up until recently, this concept of choice didn’t really have the same importance in healthcare. For example, if you had a chat with a consumer brand manager, they’d talk about a myriad of characteristics that define their brand, which by comparison might seem a little alien to a healthcare brand manager – characteristics such as the brand persona, brand voice, the conversational style of the audience, and much more. By contrast, asking a healthcare brand manager “What defines or characterizes your brand?” may have them stop short after sharing a logo and colour palette.
Times have changed, and it’s time to go deeper.
- Approaching patients as “healthcare consumers”
- The definition of a successful brand
- What “brand authenticity” means for marketers
- Closing the “authenticity gap”