Views From the Cove
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?
From ACA (Affordable Care Act) to ZD (Zero Defects), healthcare has long been known as an “acronym rich” industry. But, among business communications, it’s also known for something else: buzzwords.
The problem with buzzwords, in healthcare and other industries, isn’t that everyone is using them. The problem is, they’re poorly defined, and everyone is using the same words to mean different things.
Like many companies, Hencove gets into “March Madness.” Our annual pool has nearly 60 entrants – if you want an invite next year let us know – and plenty of research, hand-wringing, and let’s be honest, guessing, goes into completing our brackets. All of this hard work, and agony, has taught us two things: 1) We should stick to our day jobs, and 2) There are valuable marketing lessons to be learned from college basketball.
Many years ago, an email about a college final project was being sent around. The professor’s instructions were to write a short story about religion, politics, sex and intrigue. The best answer was: “My God,” said the Queen, “I’m pregnant! I wonder who the father is?”
If the Queen were running a business, how would this news be treated in today’s hyper-connected, digital-first world? If you worked for her, how would you handle the message and turn this news into an opportunity?
