2024 NESHCo Annual Conference

In this "Back to Basics: Revitalizing Healthcare Brand Strategy" session, Andrea Cheney, Fractional CMO with nearly 20 years of experience, will delve into the evolving landscape of healthcare brand marketing, exploring how consumer preferences have transformed pre- and post-pandemic and how that has impacted healthcare brand strategy. We'll dissect the impact of consumer savviness on healthcare brand perception and tackle the challenges posed by consumer confusion and frustration. The session will unravel the basics of brand strategy, from defining its core components to emphasizing the pivotal role of a well-defined brand identity in healthcare. Authenticity and empathy will take center stage, as we discuss their significance in building trust and engaging consumers. Real-world examples and insightful case studies will showcase successful healthcare brands that have effectively employed empathy in their strategies, extracting valuable lessons for attendees. Navigating consumer frustration will be a key focus, with practical strategies addressing common pain points and providing actionable steps to enhance the overall consumer experience with your healthcare brand. The session will culminate in a dynamic Q&A, encouraging audience participation and facilitating a discussion on personalized brand strategies for specific healthcare scenarios and how to apply these principles to revitalize their own marketing approaches.