8 Reasons your Healthcare Brand needs Rebranding

| Awareness

8 Reasons your Healthcare Brand needs Rebranding

 

Healthcare rebranding is basically a process of reshaping how people and other organizations perceive a healthcare brand.

Rebranding in healthcare can include many things, like changing the name of the brand, its logo, or the services being provided. Healthcare rebranding gives your organization a new perspective on how it’s perceived by stakeholders, including patients, providers, investors, and the community at large. 

The major purpose is to create a positive brand image through a sense of expertise, connections, and reliability. 

Here are the 8 Reasons your Healthcare Brand needs Rebranding

 

1- If vision is not clear


Rebranding of a company becomes necessary when the vision of the brand is not clear. The vision of a company explains its purpose of existence, its goals, and how it gets connected with people. If these things are not clear or aligned, brands need to rebrand because these things can create confusion and impact brand image.

For instance, CVS, initially known as CVS Pharmacy, rebranded to align with its evolved vision of becoming a healthcare company rather than just a retail pharmacy chain. You need to ask yourself a question: Does your brand clearly explain its vision?

 

2- If a Logo change has occurred


Another reason for causing rebranding is a change of logo. Mostly people think that rebranding involves logo revamping only. But this is not right. Changing the logo is only a small part of the rebranding. As the logo is the most recognized part of a brand element changing it does create a big impact. While doing so, it must be kept in mind that the new logo resonates well with the target audience. It should clearly explain the brand's purpose. 

In 2016, one of the most influential healthcare brands, Zocdoc, did its rebranding by changing its logo. According to its CEO the former logo was of mere 80$. In addition, it was also not explained the brand's purpose. The new logo is more friendly, simple, and, most of all, reflective of patients and real life. 

 

3- Changes in current services


Changes in current services are the common reason for rebranding in the healthcare sector. Healthcare companies sometimes expand their offerings. If initially they are giving mental health services, primary care, and telehealth, they shift to giving more of them. This can include lab tests, imaging services, or dental care. A company needs to rebrand itself so that people can have a clear understanding of all the services that a brand provides.

For example, UnitedHealth Group rebranded its health services division to "Optum." This was done to reflect its expanded services, including advanced analytics, pharmacy care services, and incorporating technology in the health sector.

 

4- If your brand doesn’t stand out from the crowd


One of the main reasons for rebranding is having a competitive advantage over your competitors. If you lack this, you probably need to rebrand. This does not mean that you have to be different just for the sake of being different. For this very purpose, you need to do a deep analysis of your company. This is done to know that you have a clear understanding of your unique selling points. You know what differentiates you from others. Brands should know what their strengths are that could be sold. 

 

5- If your brand has become too complicated


When the targeted audience does not get clarity about the services of the brand, it causes problems. This then becomes the reason for rebranding. Some brands try to cope with this by doing various things. To survive, companies create new service offerings, lower prices, expand into new markets, or go after less-than-ideal customers. This all at once becomes complicated. This may be effective in the short run but not in the long go. The effort to simplify, focus, or develop a unifying brand message will benefit your business for years to come.

 

6- Digital transformations


Digital transformation is another reason for rebranding in the healthcare sector. It changes how services are delivered and perceived. With innovations occurring in the digital world, it needs reshaping of strategies. Mainly, it can include a shift towards telemedicine, AI-powered diagnostics, and digital health records. Healthcare companies often need to rebrand themselves to show this. 

A major transformation occurred in Cleaveland clinics. It did its digital transformation by bringing various changes. It introduced advanced telehealth services and virtual consultations. This was new for the brand. It became a major digital transformation in the healthcare sector.

 

7- Merger and Acquisition


Some companies plan to expand globally. This changes their branding strategy, including marketing tactics too. Brands may plan to acquire other small field companies or merge with any. This merger causes a major rebranding of the company. 

An example of a healthcare brand that rebranded is Walgreens Boots Alliance. It was initially known as Walgreens. The company faced huge competition in retail pharmacy and healthcare. To differentiate itself and highlight its global presence, it rebranded to Walgreens Boots Alliance. This showed its merger with Alliance Boots and its expanded mission.

 

8- You want to avoid a bad reputation


A bad reputation can affect the image of the company. It can lead to loss of trust and reputation of the company. In this situation, the company needs major rebranding.  This rebranding impacts the growth of the company. Rebranding can improve the credibility of the company. 

UnitedHealth Group faced criticism for its customer service and claims processing. It revamped its approach by focusing on transparency, better communication, and patient-focused care. 

 

Conclusion


Making a decision regarding rebranding is never easy. The company has to reshape its entire perception and vision. Rebranding requires a great deal of expertise because this can impact how people think about your brand. 

For these very reasons, WoW Health is rebranding. We are on a mission to create a better brand value. The value aligns with our services completely. This is being done for the betterment of people, for your health and for bringing change in the healthcare sector. WoW Health is incorporating value by bringing 4 factors in healthcare are 

  • Affordability

  • Transparency

  • Change

  • ​Freedom ​ 


This rebranding will not only impact us but also you. Join our journey towards revamping our value.

 

Faqs


1- Why is rebranding needed?


Healthcare rebranding is a process of reshaping how people and other organizations perceive a healthcare brand. Rebranding in healthcare can include many things, like changing the name of the brand, its logo, or the services being provided.

 

2- What impact can rebranding bring?


Rebranding changes the entire way a brand positions itself in people’s minds. It causes innovations in company values. Though it requires a great deal of expertise, if done correctly, it can have a huge impact.

 

3- What are the reasons for rebranding in the healthcare sector?


Like every other industry, the healthcare sector also sometimes needs a change. Rebranding may occur in healthcare companies because of the expansion of services. In addition to this, acquisition or merger could be another reason for this.