Healing an Ill Health IT Brand
Sam Stern

Sam is the Founder and Chief Marketing Technologist at Modallic. Modallic specializes in brand development and marketing for Mobile Healthcare Technology (mHealth) firms. As a life-long entrepreneur, Sam directs the mHealth storytelling and mHealth agile marketing process unique to the Modallic approach.

Is Your Health IT Brand Sick?

When you click through and read the above post, you’ll discover that the root cause of brand illness is failing to communicate on a basic, simple human level. It’s failing to appeal to your prospect’s reptile brain… in EVERYTHING you say, present, and do.

It’s not your fault. Much brand communication is done unconsciously. Little things that matter create brand disconnects. The colors used on the website don’t line up with the brand image. Customer service response time misses the mark on your message positioning. Heck, even how you answer the phone… or how available you are to take phone calls… prompt prospect’s reptile brains to either want to kill you… or mate with you.

Appealing to your prospects’ basic reptile brain sounds so simple. 

It is.

But it’s far from easy.

Mostly because both you and your prospect are communicating unconsciously.

So, how do you heal an Ill Health IT Brand?

1. Understand how your prospects’ think and make decisions. Realize that even in complex, 6 and 7 figure health IT spends, the reptile brain makes the decision.

2. Understand the reptile brain of your Market. What does your Buyer Persona want to Eat? What does he/she fear, see as a threat… and want to Kill? Who or what does your Buyer Persona want to Mate with?

Realize that getting to this root level of understanding your Market seems counter intuitive. You will tend to want to resist it.

Your very own reptile brain is your worst enemy in getting to this root thinking. 

Why?

Because you fear it. It’s uncomfortable, It’s a threat. You want to Kill it.

But until you do this hard thinking and confront your Market, your Brand remains sick.

Only true healing can happen from within. 

Any tactics to spread a message using content, jump into social media, create a cool logo, make a splash at a trade show are brand band aids.

You MUST do the hard work of getting at the core of what your Market wants, how they think, and understanding how they make decisions at the reptile brain level.

This demands listening. It requires market research. Testing buyer personas is recommended to confirm your understanding and messages.

This thinking, listening, and research is required for a congruent Brand strategy and execution.

Sorry, there are no short-cuts.

Here’s the good news.

Help is available to unlock the reptile brain of your Market. You don’t have to wrestle this creature alone. 

Discover how to attract Health IT buyers who would LOVE to Mate with you.

 

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photo credit: jfcherry via photopin cc

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