Build Your Healthcare Brand Through The Golden Circle

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After listening to Simon Sinek talking about his theory called The Golden Circle at Ted Talk made me realize the importance of Why, How and What in terms of marketing strategy. Being in the healthcare industry, I started figuring out the relation between Healthcare and The Golden Circle. After thorough research, I found that the Golden Circle will be fruitful enough to uplift your brand image and build trust in it.

What is The Golden Circle?

The Golden Circle is referred to a Marketing Theory proposed by famous the best-selling author, Simon Sinek at a Ted Talk. He proposed the theory based on buyers’ persona and their journey that is covered by explaining three words namely Why, How and What. He explained the importance of explaining your product or services in a manner that they explain the three parameters to create more impact on the buyers’ mind and attract them towards an action.

How the Golden Circle helps in building your healthcare brand?

The Golden Circle consisting of three words why, how and what will help you market and promote your products or services in almost every field, including healthcare. The technique when used according can help you promote your healthcare brand effectively and build it by gaining the audience’s trust and interest in your products and services.

If you have planned to market your healthcare brand, you can follow the below points to explain the audience regarding its necessity, use, and benefits. The below points will explain the three stages which should be used similarly to promote your healthcare brand.

Layer 1: Why?

In this part, you need to begin explaining your product with a background story. A story consisting of a cause will help you attract your audience’s interest and call for action from their side. An emotional story will strongly connect the patient or the audience with your brand.

For example, Dr. Adam is a healthcare professional who provides medical services at lower costs. He also serve the remote areas through the telemedicine technology. You can promote Dr. Adam’s practices and services in the following manner

“With the rise in inflation, the population living in the rural area find it difficult to bear the expenses for their treatment. Another problem is that some of the remote areas do not even have the basic resources to meet their healthcare requirements. With a motive to encounter this problem, Dr. Adam has come up with their low-cost and quality medical services.”

The motive when explained in such manner creates an emotional effect and a soft impact on the audience’s mind and attracts them towards your healthcare products or services.

Layer 2: How?

The How part of the Golden Circle deals with the solution part. Let us consider the above-mentioned example. Here Dr. Adam’s motive is to counter the financial crisis in the healthcare industry. As part of the solution, he started providing medical services at the lowest possible prices. This part can be continued as

“To make the healthcare services affordable and accessible to everyone, Dr. Adam offers quality medical services that are low-cost but high in quality. He serves the remote locations through the means of telemedicine technology.”

Layer 3: What?

In this part, you need to explain your products and services. You need to explain efficiently that you cover all the major things and provide adequate information to the audiences. Let us say that Dr. Adam's medical services include general medicine, general surgery, and diagnostics. These things can be included in the campaign as simple as possible.

Now coming to the output, you can explain the above situation in any of the below two formats.

1.       Why-How-What: With the rise in inflation, the population living in the rural area find it difficult to bear the expenses for their treatment. Another problem is that some of the remote areas do not even have the basic resources to meet their healthcare requirements. With a motive to encounter this problem, Dr. Adam has come up with their low-cost and quality medical services. To make the healthcare services affordable and accessible to everyone, Dr. Adam offers quality medical services that are low-cost but high in quality. He serves the remote locations through the means of telemedicine technology. He also provides medical services in terms of general medicine, surgery and diagnostics.

2.       What-How-Why: Dr. Adam offers quality medical services that are low-cost but high in quality. He serves the remote locations through the means of telemedicine technology. He also provides medical services in terms of general medicine, surgery and diagnostics. His motive is to make the healthcare services affordable and accessible to everyone including the remote areas. He came up with this initiative to encounter the inflation hitting the middle class and lower middle class population and making it harder for them to bear the treatment expenses.

You can promote your brand in any of the above-mentioned manners, but as far as my view is concerned, I would recommend you to go with the Why-How-What format. This is because it begins with a motive and initiative that will attract the users and connect to your brand emotionally.

The Golden Circle, when used to promote your healthcare brand, helps in building it by gaining people’s trust and is proved to be efficient in calling them for action.

Apart from the above tactics, it is also necessary that how consistently you create your brand buzz? For consistent marketing and brand promotion, you need to effectively distribute your brand presence through possible mediums. To know more about hospital marketing, brand building & reputation management strategies and services, contact us by sending an email at info@hospitalsuccess.com.

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