Going beyond brand utility in healthcare

What comes to mind when you think about a good brand experience? Convenience? Accessibility? Affordability? All these things are valid, but nowadays customers look beyond utility and expect so much more from brands.  

Brand experience is getting personal  

Empathy, community and personalisation are just some of the ways that consumer brands are creating more meaningful connections with their customers. Naturally, this raises patients’ expectations when it comes to their healthcare. 

For many people, medications and medical devices are intrinsic to their daily lives, almost like an extension of their identity. Your brand isn’t a commodity but a constant touchpoint, and so it requires a holistic view of the entire experience. 

Here are just a few examples of how healthcare brands are changing the game by taking cues from the world of consumer brand experience: 

Virtual and on-demand healthcare 

From eradicating travel times to steering clear of waiting rooms, the utilitarian benefits of services such as Doctor On Demand are many. But this technology isn’t just about convenience. It’s also ever-relevant to the conversation around personalisation in healthcare. 

With Doctor on Demand, patient data can easily be shared across providers, insurance companies and pharmacies. What’s more, patient portals give people quick and easy access to their own health records and prescriptions too. 

Medical devices as a means of self-expression 

Personalisation doesn’t solely rely on technology or data. We’re also seeing a shift in the way patients view their own medical devices. Whether it’s an insulin pump, hearing aid, or inhaler, people are wearing and using their devices with pride. Medical equipment that was once designed to be inconspicuous is now being styled and customised to reflect patients’ individual personalities.

Examples of this can be seen throughout the industry, with Novo Nordisk offering ‘skins’ for its NovoPen Echo insulin pen, and Phonak allowing children to design their own hearing aids through a series of colour combinations¹ – almost like how you would customise a pair of trainers with NikeID. 

Healthcare brands taking a stance on societal issues 

From the get-go, the brand strategy behind EllaOne (emergency contraception) has always been about inspiring women+ to take control of their morning after without fear. This has come to life through a campaign they call the #MyMorningAfter movement, which tackles stigma and misinformation surrounding the morning-after pill.  

The brand has also launched a new service called EllaOne Direct² which allows people to order emergency contraception at the click of a button with discreet next-day delivery, and a same-day service trailing in London as we speak. They have listened to women+ and overhauled what is often an awkward and uncomfortable experience, in line with their brand purpose. 

A focus on first impressions   

It seems we’re not the only ones paying attention to the consumer marketing playbook. In a recent interview with Endpoints³, Insmed’s CEO Will Lewis explains how they are tapping into consumer insight as early as possible, including product development and package design. Taking inspiration from Steve Jobs around the theatre of experience, Lewis states “we are trying to make it feel more like you’re opening an iPhone than a medicine.” 

An exciting time for healthcare

With so much inspiration already out there, what could an extended brand experience look like for your brands and products?  

Our team would love to help you explore these opportunities, so please get in touch if you think this is something you might be interested in.

References:

• ¹Phonak Sky Marvel
• ²EllaOne, Direct Launches in the UK
• ³End Points News, Insmed plots upcoming med launches built on its first drug lessons and consumer playbook marketing strategies