8 FEBRUARY 2024IN MY OPINIONAs the healthcare landscape becomes increasingly more challenging, it's more important than ever for healthcare systems to have a strong identity in the marketplace--and to stand behind that identity consistently. Getting consumers' attention today is hard. It's even harder to get them to trust you. A recent study found that 71% of consumers aged 25-44 "don't always trust their healthcare provider to make the right decisions for them." And consumer expectations are changing. Location isn't the driver of preference anymore--it's about clarity and connectedness. Consumers want options. With virtual care and independent facility options, along with a move toward self-care, they have more choices than ever before. And many major systems are reading the room. They're simplifying their market position and clarifying their offerings to consumers, while disruptors and big players are entering the market with easy-to-understand brands and offerings.You Deserve Extraordinary Care - Launching a brand refresh campaign that connects with consumersBy Riham El-Lakany, SVP, Chief Marketing and Communication Officer, BJC HealthCareRiham El-Lakany
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