Nike spent $6.2 Billion on sports sponsorships last year. They believed the investment in marketing would drive consumer engagement and loyalty, and they were right. According to Interbrand, Nike ranks #17 in the 2015 Best Global Brands survey, up from #22 in 2014. This is largely due to their marketing and branding efforts.
The top 100 list is packed with well-known consumer brands like Apple, GE, Disney, and Coca-Cola. Each of these brands has a laser focus on building and maintaining a strong brand identity, both on and offline.
Through trial-and-error these consumer brands have built an arsenal of best practices. As the world of healthcare and consumer brands begins to merge, traditional healthcare brands can learn from these leaders. Nike and Apple have been dabbling in fitness apps for nearly a decade with the launch of Nike+iPod in 2006, while the last couple of years has seen an explosion in the Internet of Medical Things (IoMT).
Digital branding efforts are quickly moving beyond commercial businesses and into hospitals, health systems, and other healthcare arenas. While the strategies employed may be slightly different, the desired outcome is the same: building a trusted brand designed to better engage customers, or in this case, patients. In the case of large corporations, driving engagement leads to sales. In the healthcare sector, the core motivation is often to better engage, educate, and serve patients. To do so, healthcare providers must forge new relationships with their patients and meet the lofty expectations set by the private sector.