A robust brand presence for healthcare organizations is no longer a mere advantage—it’s a necessity. The recent SHSMD Connections 2024 Annual Conference highlighted this point, as healthcare leaders and innovators gathered to share their unique perspectives and strategies for the year ahead.  

Ryan Hatt, Director of Strategic Partnerships at NRC Health, and Tom Kirby, Senior Director of Strategic Marketing and Intelligence at UPMC, discussed the importance of brand strength amid new competition from companies like Amazon and Dollar General during a special recording of SHSMD’s Rapid Insights podcast. 

According to Hatt, nearly half of healthcare consumers feel bewildered by their journey, which leads many to postpone necessary care. This confusion opens the door for disruptors who can offer simplified and cost-effective solutions, especially to Gen Z—an audience that prioritizes convenience and affordability. 

Tom Kirby emphasized UPMC’s commitment to its foundational brand values, stating, “We must maintain our focus on quality outcomes and clinical excellence” while also adapting executions to resonate with younger audiences. This requires crafting messages that align with Gen Z’s priorities, ensuring they are delivered through appropriate channels at optimal times. 

To navigate the intense competition, understanding consumer behavior and perceptions is essential. Hatt pointed out that “a favorable opinion of a brand significantly increases the likelihood of patient loyalty.” For UPMC, this means striving to be not just a familiar name but also a preferred choice among consumers. 

Achieving this balance involves addressing the demand for convenience and low cost without compromising on quality. Kirby detailed UPMC’s strategy, which includes collaborating closely with clinical operations and using data to create targeted marketing campaigns that speak directly to demographics like Gen Z. 

Ultimately, the power of a strong healthcare brand lies in its adaptability to consumer needs while remaining true to its core values. Hatt advised that “understanding the market and consumer perceptions is crucial for identifying opportunities and addressing gaps.” Meanwhile, Kirby underscored the necessity of “data-driven strategies to remain competitive and deliver the right message at the right time.” 

By focusing on brand strength, understanding consumer needs, and effectively utilizing data, organizations can not only withstand competition but also thrive in this dynamic environment. The future of healthcare branding is not just about being known—it’s about being chosen. 

Click here to listen to the full podcast conversation.  

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