Behind today’s charitable “big checks” there’s so much more than just a signature. No longer is a company’s giving limited to the CEO writing a check, posing for a photo with the recipient organization and walking away. Corporate philanthropy has grown up to become a key component of a company’s brand and mission.
Whether you refer to it as “touching base,” “circling back” or just a “quick reminder,” following up is a part of business, and life. Sending and receiving a follow-up email can be annoying. The recipient hates to get one and the sender wishes they didn’t have to write the message. It is a Catch-22 for everyone involved.
Does public relations really work? Yes, and there’s one simple reason: people trust, and share, news content in ways that they’ll never do with advertisements.
While news consumers don’t trust all news sources, everyone has at least a few outlets that they trust. Whether they’re trade publications, national newspapers, or online news resources, we each have go-to places for information about the world around us.
The power of social media cannot be overstated. From overthrowing repressive governments to exposing environmental risks, to helping locate people in crisis, social media has the ability to shine a light on the world.
Given social media’s strength, it shouldn’t come as a surprise that it can even help nurture and develop leads in the business-to-business sales process. Eighty percent of leads in the B2B world come from LinkedIn.
Yet, despite the success of social media, and LinkedIn in particular, many businesses and professionals are hesitant to dip their toes in the water. Why? That’s hard to say. But, what we do know is that the more you put into LinkedIn, the more you will get out.
Here at Hencove, we are fortunate to work with many businesses in the healthcare industry craft and share their brand stories. To be effective, we rely on a deep understanding of the industry and competitive landscape. And to stay sharp we’re constantly reading, listening, and asking questions.
Recently, we sat down with Chi Huang, MD, Associate Chief Medical Officer at Lahey Hospital – Burlington in Massachusetts to get his thoughts on the healthcare industry.
At Hencove, we believe the best brand stories are authentic, relevant and thoughtful. Your brand story is communicated in countless ways and places. From your website to your business cards to your employees to your social media profiles, every brand touch point is a chance to tell your story in a unique and compelling way.
And because we’re old school and like to read physical, printed books, we like to think of the logo as the cover to your brand story.
Healthcare is an industry prone to change. Patient populations evolve constantly as new generations bring new habits, values, expectations and needs. For healthcare providers, keeping pace is a challenge.
Whether we like it or not, today’s patients are consumers. Healthcare orgniazations need to recognize this and ask themselves the question: how can we create customer loyalty?