About consistency of a brand in healthcare
How end-to-end product communication helps to better understand a brand
Mission
When work begins for my clients, it often involves bringing whole worlds together. In product or department silos, truths have emerged over the years that are justified and efficient in themselves, but often create many redundancies and little orientation when looking at the entire organisation. Often, the commonalities are not so far away, and there is simply a lack of a forum for exchange.
If forces are to be bundled and used more sustainably in the long term, it is necessary to weigh up, discuss, sort, and finally, organise. My orders often look exactly like this. In this case, it is the task to unify the product communication of an innovative brand for digital health services and thereby position the brand as a comprehensive service provider.
Insight
After talking to the product owners and those responsible for marketing and communication, it quickly becomes clear: the wild growth in current product communication is not without reason. The product teams work largely autonomously because they develop out of their respective technical environments. We need to find a structural consensus, derive rules, and yet provide enough room for individual design. At the same time, communication must take place sensitively within the limited framework of the health system, and the brand must be positioned as a comprehensive service provider. It is important to create a framework that is also applicable to future products of the brand.
Dialogue
I bring together the product teams and create a space for dialogue and exchange. Often it’s just that simple. Let them talk, listen, ask questions, moderate, and curate. The C-level and corporate marketing are also involved to ensure the integration and strengthening of corporate communication. Again and again we explore: What can we agree on, where are the parallels, what do we have in common as an organisation with different technical focal points – but a shared philosophy, and how do we translate this into activating marketing communication that also meets the requirements of statutory regulation?
When everything is on the table, my work as a system developer begins. I name, prioritise, organise, and model – of course, always in dialogue, and so the General Product Communication Model, which follows a modular communication system, gradually emerges here.
01 OPEN
We create awareness for the product and how it is integrated into the brand’s philosophy.
02 ADDRESS
- We put the product in the complex context of medical care, where we are experts and experienced solution providers.
03 DRAW
- We specifically highlight the pains we solve in these regulated environments, the gains we create with our product.
04 EXTEND
- We enrich the image with interesting aspects. Here, interoperability, i.e., the interaction with other systems, always plays an important role.
05 ACT
- We show easy ways to get started, to get in touch with our products.
Result
Something very valuable has been created – a real framework. By ‘real’, I mean that it provides a frame of orientation and important flanks, thereby creating leadership, offering important starting points, but also leaving room for individual content-communication design. Empower people – don’t limit them.
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Together, we also take the first steps and develop the communication lines for two products according to the newly developed model. The proof of concept, so to speak, and at the same time another important iteration step. Because every blueprint is confronted with other realities in concrete application and supplemented with new experiences. We realise: parts of the intended structures are still oversized in some cases. The dialogue continues and we supplement the model with short tracks that allow the communication lines to be shortened at specific points, depending on the application case.
Of course, I can’t go into the last detail in the presentation of the cases. After all, every path IÂ pursue with the different companies is very individual and tailored to their special requirements.
Much rather, I actually want to talk about your challenges. Would you like to learn more about Brand Personality or Identity Processes? As well as how we can proceed together to work out the special features of your brand, and systemically anchor them within the company right up to the management level. Please get in touch!
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Are you facing a similar challenge with your organisation?
Let’s talk.
Are you facing a similar challenge with your organisation?
Let’s talk.