Key Resources Mentioned in Today's Episode

• Modern Healthcare: Nearly a third of Americans have put off healthcare during COVID-19
• Every COVID-19 Commercial is Exactly the Same

Key Takeaways

The Role of a Brand:  

• We use brands to help navigate our decisions, and the brands we trust promise us a specific level of quality.
  • During this COVID-19 crisis, brands represent normality and will be beneficial in transitioning the patient's perception of healthcare to a new normal.
  • Health systems are putting out similar messages because there is a sense of duty to provide clear and informative public announcements.
  • Trying to establish a brand revolving around "self" comes off as tone-deaf and connotates bragging at an inappropriate time.
    • Brands that step up and take responsibility during this time will be leaders in the industry after the crisis settles.  

Brand Shift in a New Normal:

• Health systems have the option to adopt a health-oriented brand vs. a care-oriented brand.
• The need for post health system brands to motivate their audience through personality branding will be more crucial than ever before.