Making medical device branding more human

(You can also include banking, law firms & most professional services as well)

As you browse the web today looking at one institutional website after another you’ll notice that many of them have been left behind gathering dust with images of their products and employees in tiny little thumbnails. The content is usually straightforward and listed through a series of bland bullet points. Many of them do a decent job at presenting their information and services, but the connection to the customer is weak. In today’s clutter you need to stand out from the crowd and your organization needs to take it up a notch from a pretty color palette, logo and stock images.

If this sounds like your business, you would benefit from a new branding approach. What is that approach? For example, if you are selling a medical device—a hard, metal product that has the visual interest of a speck on the wall—how do you create a story around it so that it connects to your customer in a meaningful way?

You do this by connecting to people through their emotions. How does this product or service change their life? It should be all about them, not just the product. To do this your company needs to create a presence that resonates emotionally.

We call this making connections that transcend logic

We do this by uncovering your company’s true purpose, meaning and goals. We research and get to know your clients, customers and users to find out what you mean to them and why they are loyal. With this information in mind, we help you create a brand that resonates with your customers so that you connect with them on a deeper emotional level.

Infusing emotion into every touch-point is key for professional services and products

Every touch-point and experience your company puts out should influence how your customer feels. When selling a medical device or banking transaction, keep in mind, it’s not just about the data points and percentages. In today’s world of marketing, it’s about selling ideals, values and purpose. Your brand needs to speak with a real voice that is authentic. Give your customers more meaning and that will set you apart from the crowd. It can be done. Even if you are selling a service such as uterine fibroid embolization. Tough sell, but done right can be a marketing powerhouse.

To see examples of professional services/product branding, please connect with us. Rebecca Heinemann works with clients such as Boston Scientific and Nuance Communications to help infuse human emotion into their brands, let us help you to make your rational story more compelling as well.