Ways to Engage and Keep Your Brand Relevant

By Kathy Roy Gaughran
Senior Marketing Strategist

If your aim is to build an engaging, relevant brand there is one thing you must avoid: complacency. Brands unwilling or hesitant to embrace change, innovation, or advancements in technology quickly become irrelevant.

Do you remember Kodak? It was a very popular photography company that sold cameras and roll film. It was built on a culture of innovation and change until digital photography solutions gained popularity.

Instead of embracing the change and promoting digital products, they maintained status quo for fear of cannibalizing their profitable film business. Because they failed to recognize the paradigm shift that was redefining their industry, they no longer answered consumer demand. And they became irrelevant to their consumers.

Keep a relevant brand or disappear…

An increasingly digital world is also shaping patient expectations in hospitals and medical practices. How can medical professionals engage their patients and stay relevant? Here are three important concepts:

Embrace change: Don’t be seduced by the comfort and stability of the status quo. Your business must become a collective agent of change, focused on improving everything from surgical techniques and equipment to record management. Position yourself as the leader in your field by consistently improving leading-edge procedures and exemplary patient care.

Innovate: When you provide leading-edge surgical procedures using state-of-the-art equipment, you show your patients you are passionate about staying current, embracing change, and providing the highest level of care for them.

Provide instant gratification: With the advent of social media and smartphones, people want immediacy. This need for instant gratification extends to healthcare. Do your patients have the ability to contact you directly through a mobile app, text, email or social media? As the medical field shifts its focus from volume-based care to value-based care, accessibility will be paramount to remaining relevant.

Businesses and medical practices need to consistently improve their processes, procedures, and techniques in order to remain relevant to their audience. If you become satisfied with the status quo and stop innovating, you will quickly lose patients to other, more innovative practices.

As a result, patients have more information, tools, and peer reviews at their fingertips than ever before. Help make their decision easy by consistently providing innovative, accessible, patient-focused care.


Kathy Roy Gaughran
Senior Marketing Strategist at Healthcare Success
In her career, Kathy has helped over 4,000 clients all over North America achieve their growth goals. As an award-winning strategic marketing planner, Kathy has been involved in both the high-level strategies required for long-term sustainability, plus the tactical execution used to accomplish the day-to-day successes. Kathy’s clients include practices with annual revenues well over $10 million and with annual marketing budgets up to $900,000. In addition, Kathy is an accomplished speaker, appearing at countless national, local and state healthcare associations. Kathy is a member of the American Marketing Association and The Direct Marketing Association.



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