The impact of rebranding for healthcare communications

Your brand is a representation of who you want to be as a business, therefore, getting it right is essential to people understanding who you are. By embracing a strategic rebranding process, you can revitalise your image, differentiate yourself from competitors and determine your own success.

In this blog, we will explore the reasons why you should consider rebranding, what impact this may have on your organisation’s healthcare communications and the potential benefits that can be gained.

Reflecting Modern Values and Vision

Rebranding offers an opportunity to realign your healthcare communications approach with your organisation’s core values and long-term vision. As the healthcare industry evolves, so do preferences and expectations. By rebranding, you can shed outdated perceptions and showcase your commitment to innovation, patient-centric care, and cutting-edge technologies. A refreshed brand identity that resonates with modern values can enhance trust, attract new customers or service users, and retain existing ones.

Differentiation in a Crowded Market

Healthcare is a highly competitive field, with numerous providers vying for the attention of your audience. Rebranding may allow you to stand out from the crowd and differentiate yourself from competitors. By clearly defining your unique selling proposition (USP) and weaving it into your communications, you can position your organisation as a distinctive and preferred choice. A well-crafted brand story that emphasises your strengths and expertise has the power to leave a lasting impression, increase loyalty and drive uptake.

Embracing Digital

Healthcare communications have expanded beyond print, phone calls and in-person sales. Rebranding offers an opportunity to revamp your online presence, ensuring it aligns with the digital preferences of today’s tech-savvy audience. Through rebranding, you can refine your existing website for a fully responsive and improved user experience, optimise your brand for improved search engine functionality, and establish a robust social media presence. An effective digital transformation of your brand allows you to improve engagement, provide valuable health information in a succinct manner, and create interactive platforms for two-way communication, helping build stronger relationships and foster empowerment within your audience.

Overcoming Stigma and Building Trust

Some disease areas have an air of social stigma attached to them or can be seen as taboo. This can create a significant barrier to your healthcare communication strategy while preventing patients from receiving the care they really need.

If done carefully, rebranding allows you to tackle these stigmas head-on and take the lead in reshaping the public perception. By adopting inclusive language, culturally sensitive visuals, and targeted messaging, you can create an environment where your audience can feel welcome and understood. Furthermore, rebranding can help rebuild trust in cases where negative incidents or public relations challenges have occurred, providing an opportunity for a fresh start and renewed confidence in your organisation.

Working with Onyx Health

At Onyx Health, we can support you through every stage of the branding process to create a positive perception of your business among your potential customers. Check out how we collaborated with a client to successfully develop their key messages and brand experience by building a new website, developing their content for search engine optimisation, and providing them with an anchor point for their digital marketing activities, which include social media and PR communications.