"Your brand is what other people say about you when you're not in the room." - Jeff Bezos, CEO of Amazon
If you’re a healthcare founder, communicating with your audience is likely a core part of your growth strategy.
However, what you may not realize is how often you need to revisit the message and ensure it continues to feel relevant to those you are serving.
With market demands changing as often as they do - be sure to evaluate the following components of your strategy:
Stakeholder Map: ❓ Who is listed as your core audience and does it still feel accurate? ❓ Have you identified additional “decision makers” who weren’t on your previous list? ❓ What about potential customers who turned out to be purchase influencers instead? Remember, the goal of the stakeholder map is to guide your communication messaging and strategy… so be sure it remains accurate and answer these questions as a guide.
Differentiation: What helped you differentiate your product before, may not always work. New companies are forming and your go-to market strategy will evolve. Be sure to check in with your unique value proposition and modernize the language used.
Storyline: The founding story goes beyond the founders themselves. It tells the story of your why. What problem exists today and how you uniquely solve it. It must be clear, simple and speak to your audience. Emotion is tough to generate but critical to lean on, so be sure the story you’ve built is honest and reflects the lessons you’ve been learning as you grow.
Revisiting a messaging strategy can feel frustrating - especially if you’ve already invested resources to create it. The alternative, however, means potentially saying the wrong thing, to the wrong folks … and that certainly won’t lead to growth.
The good news is that most content strategists build a messaging framework to support changes and additions in the future. So, this isn’t about a complete rebranding.
It’s about small, periodic checks to ensure what you say aligns with your audience.
Interested in a messaging audit? Ask us about the Healthcare Messaging Pulse.