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 an empathy-based marketing strategy in order to popularize its brand.
And so, 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 ViewPoints
- Building Customer’s Confidence
- Addressing Customer’s Pressures
#1 – Capturing Customer’s View Points
Firstly, 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 Confidence
Secondly, focusing on developing a brand, Jim also shares how important it is to ensure that your customers are making the right purchase decision. And so his perspective on this is basically 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, therefore, focuses on empathy.
Empathy-based Brand Strategy – Video