This episode features an interview with Mark Viden, SVP of Brand at CommonSpirit Health, a non-profit that operates 140 hospitals and more than 2,200 care centers serving sites across 24 states.
In this episode, Mark discusses building an emotional connection with the consumer, using your brand promise as an operating principle and his focus on sharing the amazing stories in the healthcare industry.
Key Takeaways:
Quote:
“What I see and have seen all the time is the competitors will start to nibble at what we do. They'll start to come in and borrow some of our themes. But they never stay with it because, again, I think kind of the flavor of the day and then the shiny object over there captures their attention and they're on to something else. Where we have this anchoring principle, “Hello humankindness” that, again, is seeded through so many areas of the organization.It is our brand promise.”
Episode Timestamps:
*(04:19) The Trust Tree: Building an emotional connection with the consumer
*(16:12) The Playbook: Creating value alignment
*(30:44) Quick Hits: Mark’s Quick Hits
Sponsor:
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Links:
Showing Up for Customers Through Your Product
Strategically Organizing Your Own Customers
The Niche Media Approach
Bringing Value at Every Stage of the Customer’s Journey
The Future of Gifting is AI Enhanced
Defining the Enemy When Rebranding
Brand as the Hub of Your Go-To-Market Approach
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The Venn Diagram of Content Marketing
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Be the Easiest Company to Buy From
Investing in Community and Relationships
Being the “Voice of” and “Voice to” the Market
Using Neuroscience to Understand Your Customer
Creating Demand Starts with a Story
What Makes a Great Marketer? Right Thing, Right Place, Right Time
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