The road less branded.
This post is the last in a series of four about the ambitions many healthcare companies have when they take domestic brands global. The more you have, the more likely it is that your identity can benefit from an update. (Miss a week? Click here for parts one, two, and three.)
Here is the final group of three:
14. Reflect community, social responsibility and involvement
This is one of the most critical aspects to consider when you go global. Even if your brand has a good reputation when it arrives, decision-making structures are likely to be different from what you’re used to back home. Buyers distrust foreign brands that don’t get involved locally by at least becoming familiar with their language and culture. Doing a bit of research and adapting accordingly can pay big dividends in both the short- and long-term, revealing profitable opportunities that are often hidden from outsiders.
15. Improve employee morale or build pride
Although they deal with different relationships, these two goals are much the same. In an earlier post I described how branding shifts could encourage associations with desirable qualities, such as international credibility, quality, or safety. In a similar way, a healthcare identity program can help bring diverse links in your brand’s chain together by emphasizing the strengths of the partnerships that drive your brand’s success.
16. Recruitment and retention
Recognizable brands have an attraction that inspires newcomers to join and remain with your organization. This retention is, of course, important in the States but it’s highly critical overseas. Most often patients and physicians form extremely tight bonds with the local healthcare representative. They are literally the face of your organization outside the States and the importance of this cannot be discounted.
My “cheat sheet” of identity objectives is long, but there’s one simple message in all 17 points: don’t ignore customer-focused research when you take on new markets. Speed to market is important, but many American companies have proven that it’s best to rush in with the right strategy.
Want more details on how your healthcare brand can succeed in global markets? Check out our first parathink briefing: Meeting 21st Century Challenges to Global Healthcare Brands. Click here to get your free copy.
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