Organizations can take many approaches when it comes to healthcare marketing. The most successful strategies often are the ones deeply rooted in a healthy culture. Consumers are demonstrating an increasing desire to hear an organization’s stories. The ones that can produce stories that revolve around the right company values achieve long-term success in many cases. Conversely, when organizational core values aren’t set in stone, consumers can spot it, impacting marketing efforts for the worse.

Therefore, healthcare organizations and medical providers should consider approaching marketing as a holistic process that stems from not just selling consumers on an idea. Instead, marketing approaches should involve believing and being what you are selling by defining core values and corporate culture and living them out. Here, AMNY Health Marketing explores this topic further.

Chances are you’ve heard of the term corporate culture or something along the lines, such as company, organizational, or workplace culture. It often gets tossed around when describing what it’s like working for a company. Quite simply, it is a collective mission driven by leadership that outlines core values expected to be shared and practiced by all employees. While goals highlight where a company wants to go, culture is the map that helps set employees on the correct path to achieving organizational success.

Defining and maintaining corporate culture is especially vital in the healthcare industry where people are an organization’s greatest selling point. In today’s landscape, healthcare structures are continuously evolving and becoming more complex, organizations are constantly scrutinized regarding patient satisfaction, and competition remains strong. More than ever, organizations must ensure their foundation is solid, which can be accomplished through a healthy corporate culture.

Corporate culture is how healthcare organizations live out their unique company purpose and deliver on promises they make to patients. For this reason, a healthy culture serves as a differentiator in a competitive industry and can benefit a medical provider in the following ways:

Messaging is a driving force behind marketing strategies. To be most effective, that messaging should align with your company culture. How your organization approaches patient care, tackles challenges, and works together to provide outstanding medical services should be portrayed authentically anywhere you’re planning to reach people. Messaging that consistently mirrors your corporate culture will have the greatest effects and consumers will take notice.

Culture plays a major role in what patients see, hear, and feel when they choose your organization for medical aid. Providing your audience a glimpse of day-to-day life behind the curtain is great for forging relatability.

Research shows that 82% of consumers prefer a brand with values that align with their own, and they’ll walk away if they don’t feel a match. This data suggests people have a desire to know where a medical provider stands before becoming a patient, which is why it is vital to always market your company’s true identity.

Company culture not only impacts how consumers view a healthcare provider but how team members do as well. With positive leadership and a clearly defined culture, healthy team chemistry of often the result. Word tends to spread about your organization, even outside the building. Employees are likely to share their experiences on social media, with friends, or at networking events, creating free advertising for your company.

Many healthcare providers who have not already done so may be wondering how to develop and nurture a healthy corporate culture. While the process requires effort from everyone, it starts with those at the top. Leadership can help to build corporate culture in the following ways:

• Establishing the organization’s identity by outlining what makes it different and its goals
• Living up to core values and behaviors
• Motivating employees to join in on the company’s mission through strong leadership and recognition of their contributions

Human resource (HR) managers also play a significant role in helping medical providers establish and maintain a healthy corporate culture. HR professionals help to guide employees to embrace the principles defined by leadership by:

• Hiring employees who demonstrate similar beliefs to the company’s and training them based on core values
• Listening and responding to employee concerns and providing them with usable resources
• Working to make the workplace reflective of the organization’s core values
• Counseling or terminating employees whose actions don’t align with the core values set forth by the company

After core values and corporate culture have been developed and implemented, marketing professionals can share these messages with intended audiences through various channels.

A healthy corporate culture is vital for several reasons. At AMNY Health Marketing, we utilize your company’s core values to showcase how patients can benefit from your healthcare practice. Our capabilities are backed by reliable healthcare market data. Our messaging will accurately convey your corporate identity to acquire new patients and increase referrals. Contact us today to learn more about our marketing services.