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The power of purple
Terri Ann Gershenson1, Barbara Milone, Susan Somerville
1Cardiac Services, North Shore University Hospital, 300 Community Drive, Manhasset, New York 11030, USA. tgershen@nshs.edu
The Journal of Cardiovascular Management : the Official Journal of the American College of Cardiovascular Administrators
|October 22, 2003
Summary
A strong brand identity in healthcare builds patient trust and emotional connections. Strategic use of branding elements, like color, can significantly enhance patient perception and engagement.
Area of Science:
- Healthcare Management
- Marketing Strategy
- Patient Experience
Background:
- A brand represents a promise, setting expectations for patients in complex healthcare environments.
- Establishing a strong brand identity is crucial for fostering emotional connections with patients.
- Patients often seek to believe in something special, particularly within healthcare settings.
Purpose of the Study:
- To explore the impact of brand identity enhancement on patient perception.
- To investigate the role of emotional bonding in patient care.
- To examine how specific branding strategies, such as color incorporation, influence patient experience.
Main Methods:
- Qualitative analysis of brand communication in healthcare settings.
- Review of patient engagement strategies.
- Exploration of psychological principles in branding.
Main Results:
- Successful brand enhancement leads to a stronger emotional bond between patients and care providers.
- Color incorporation in branding can create a significant emotional impact on patients.
- A well-defined brand identity improves patient navigation and expectation management.
Conclusions:
- Healthcare organizations can leverage brand identity to foster deeper patient relationships.
- Strategic use of branding elements, including color, is vital for enhancing patient experience.
- Emotional connection is a key outcome of effective healthcare branding.
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