Healthcare Brand Development Strategy : Empathy-based Marketing Approach
In this post, James Rose, Head of Marketing at InterSystem, speaks with Adam Turinas, the CEO of healthlaunchpad on how their technology firm uses empathy-based marketing as a brand strategy.
I hope this post will provide you with practical insights that your organization needs in order to build and develop a strong brand.
Brand Strategy – Video Highlights
In the video, Jim explains the following empathy-driven approaches that form part of their brand marketing strategy:
- Understanding Customer’s View Points
- Building Customer’s Confidence
- Addressing Customer’s Pressures
Empathy-based Marketing
#1 – Capturing Customer’s View Points
Jim begins by explaining the importance of having a better understanding of what the customers go through inside their organization.
In his illustration, he shares an interesting empathy-based encounter he had with one of their customers.
#2 – Building Customer’s Confidence
In developing a brand, Jim also shares how important it is to ensure that your customers are making the right purchase decision. This is all about building trust.
#3 Addressing Customers’ Pressures
Another key strategy is to understand your customers’ internal pressures or risks that may be linked to their purchase decisions. Jim further illustrates how the purchase of critically important software from the wrong vendor can negatively affect a buyer’s career.
This is all about empathy.
Empathy-based Brand Strategy – Video
Other Relevant Video Links
- Integration of Sales of Marketing
- Brand Consolidation In Healthcare Marketing
- Healthcare B2B Social Media Marketing
- Brand Marketing Strategy & Emotional Connection
- Account-based Marketing & Social Media Marketing