Social Media

Colours – What do they mean for your brand

Uderstanding the colour psychology

Colour holds power! Colour can trigger all sorts of emotions and plays a crucial role in our lives, the psychology behind humans perceive colour.
Hundreds of studies have been conducted to find relationships between emotions and colour especially, in the fields of marketing and design.

We have summed up some key findings from these studies for you.

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Color influences 85% of shoppers’ purchase decisions.

Source: Review42

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About 62‐90% of the product assessment is based on colours alone.

Source: Emerald.com

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Colours increase brand awareness by 80%.

Source: Review42

Colours influence how your consumers view the ‘personality’ your brand. It’s important you get it right. 

What are brand colours anyway?

Your brand’s visual identity comprises of a number of visual cues like shapes, symbols, numbers, fonts that you use etc.
But the only visual component that connects with your customer; is colour.
When it comes to your brands colour palette, colour is both emotional and practical.

A graphic designer or a business owner or a human resources executive, it’s helpful to know what colour means and symbolises for you make informed decisions. If you choose to use the colour ‘Hot pink’ for a real estate you may want to reconsider.

The Basics

Warm colours: 

Warm colours like the reds, yellows, and few variations of pink evoke warmth and make everything welcoming owing to their connection with the sun. Generally, they represent passion, love, romance, playfulness, fun & enthusiasm

Cool/cold colours: 

Cool colours like the greens, blues, purples, are usually found in nature and are known to be calming. These colours are relaxing and subdued. 

Neutral colours: 

Neutral colours like the browns, blacks, greys and whites are often paired with warm or cool colours, but they are sophisticated yet simple on their own. They can be extremely powerful and pure.

Now that you have a fair understanding on the workings of colours, let’s now get to the specifics.

What do they mean?

Red: 

Red is a colour of intense emotions, rage, anger, danger, heat as well as passion, sexuality love & sacrifice. If used right, red can deliver an impactful message and increase desire.
Red is the colour of fire, blood and well as love and passion that symbolises strength, confidence and power.

Many of the Asian countries consider the colour red to represent happiness, fortune and health.

‘Nintendo Badge’ by Allan Peters

The artist here has very tastefully taken the minimalistic approach to the refresh of the Nintendo brand. He uses bold fonts and the red color, it conveys playfulness, and fun.

Red: 

Red is a colour of intense emotions, rage, anger, danger, heat as well as passion, sexuality love & sacrifice. If used right, red can deliver an impactful message and increase desire.
Red is the colour of fire, blood and well as love and passion that symbolises strength, confidence and power.

Many of the Asian countries consider the colour red to represent happiness, fortune and health.

‘Nintendo Badge’ by Allan Peters

The artist here has very tastefully taken the minimalistic approach to the refresh of the Nintendo brand. He uses bold fonts and the red color, it conveys playfulness, and fun.

 Emailers

3. Resourceful emails to patients & potential patients

Patients indeed look up information, but an email is a great way to stay ahead and trigger recall at the right time and what if the information was in their inbox before they even had to look for it?

By sending out monthly newsletters, educating blogs, snippets, how-to’s etc right in time.
The key is to provide your email database with a variety of information to best capture your audience’s interest. Use email personalization, a carefully crafted yearly calendar and segmentation based on your recipient’s interests and needs so they’re receiving information relevant to them right in their inbox.
Send out a video, a current blog post or collate news from the industry like new products, research studies etc. But be sure to plan these ahead of time so they are timely according to what’s going on at your organization or in the health industry.

Example:

Email is proven to be very useful and cost-effective. Based on our industry data, the average open rate for healthcare emails is 23.46% with a super-high 3.62% click-through rate. It’s one of the highest open rates among all industries!

 Videos

4. Videos to educate
and inspire

Audiences increasingly are leaning more toward visual content. According to Wordstream, one-third of online activity is spent watching videos. If you can get your physicians on camera speaking about their area of expertise, it inevitably will add to their credibility and capture an audience that is out there looking for the expertise your physicians have.

Example:

This Cleveland Clinic video series shows doctors speaking passionately about their areas of expertise, and describing their views on caring for patients. Watching a doctor in a video describing a condition or procedure can make a patient feel more at ease about what they’re experiencing, especially if they’re seeing that physician for treatment. Video can make a patient feel as though they’ve already met the physician and increase their comfort level by seeing their facial expressions, mannerisms and even hearing their voice.
Like the blog, another appropriate place for testimonials is in your video resources. The only thing better than reading about another patient’s experience is getting to see it in action through video, and hear the doctor, patient and family members describing the experience from beginning to end. Video is a powerful tool; the lighting, music and story structure work together to draw out emotion when telling the story in ways a blog post can’t. These elements can evoke feelings of passion, hope, courage, fear and many others that the written word alone can’t capture.

 Social Media

5. Engaging social media communication

Social media for the Indian healthcare industry is almost like an unexplored gold mine. If your organization isn’t active on social media, you’re missing a huge opportunity. Social media is an excellent platform to showcase your expertise when used right.

According to Infographics Archive, 60% of social media users are most likely to trust social media posts and activity by doctors over any other group. – revelemd.com
Planning and timing your digital content (Not just limited to social media) is very essential to gain maximum traction on the digital space.

A social media presence expands your reach to patients and potential patients.

Example:

Cedars-Sinai Medical Center has all the elements needed for a successful social media strategy.
The hospital shares videos, blog posts highlighting its staff caring for patients, upcoming events and dozens of positive patient reviews.

A great feature is a “Book Now” button that takes patients to the hospital’s physician page, so patients can easily locate a doctor for their needs.

 Blog

6. Rich Content Based on Patient-Driven Data

Earning the audience’s attention with great content can capture more prospective patients and produce better results for your healthcare business. How do you do that?
In healthcare marketing, you have to be observant, you need to analyse patient-driven data to fuel your content strategy. Moreover, use sentiment analysis tools and patients’ feedback management platforms to find out what exactly your patients’ experiences are, and what you can do to increase patient loyalty and leverage that data to use remarketing tools on platforms like facebook & Google for precise targeting and a lot better engagement.

 

Example:

You can also use an automated patient satisfaction survey tools, like RepuGen, to assess you and your team’s performance as well as to identify and categorize trends in feelings and emotions of your patients at large. Then generate content and case studies that educate and answer the questions that patients are searching for.

 Local Targeting

7. Capturing Local Prospects Using Social Media

According to a report by ELK Asia pacific journals, 76% of Indian consumers are ‘easily’ influenced by articles and reviews given by other customers on social media and other websites.
A medical facility or a specific doctor has now become a very valuable business development asset to health care organizations which always boosts in the trust factor.
Precisely targeted ads to local communities, segregate your audience into various profiles to communicate relevant information at the right time to the right audience.

 Reputation Management 

8. Proactive Online Reputation Management

Too many negative reviews can drive your patient far, far away. Why? Almost 60% of patients do their research and look for online reviews and other sources of information as The first step of decision making for choosing a doctor / a hospital or an insurance company.
According to EKL Asia pacific Journals, over 2.8 billion people have access to the Internet and 74% of online adults use social media or any other discussion platform. It’s a no brainer that there are a lot of platforms where patients can share their experiences with the organization.
Sending an SMS/email with a link to your facebook/google/website pages right after a patient’s visit and share their feedback immensely helps with gaining reviews. However, once you receive your reviews (positive or negative) it is essential to respond to them as 65% of patients feel that it’s necessary for doctors or hospital staff to personally respond to reviews.

Example:

Do remember whether you receive positive, negative or fake reviews, once posted by the customer or the patents on sites like facebook/google it cannot be deleted or edited by the company. In order to maintain and build a stellar online reputation, healthcare organizations need an online reputation management tool like Brand Grader, similarweb, social mention etc. even a simple google reverse search could help in understanding sentiments of your customer/patient and build your reputation management strategy around it.

 Analytics 

9. Measure, analyse and optimise OPTIMISE

For any marketer, it is important to track and evaluate what campaign/strategy works and what doesn’t so that marketeers can future optimise or course-correct their campaigns and strategies.
A 2015 Forbes Insights Report indicates as much, noting that only 22% of marketers have data-driven initiatives achieving significant results.

With use of analytics tools, marketers can see their customer’s sentiments towards the brand the data can include everything right from the traffic on your website to the likes and comments you get on your social media pages. Collecting, aggregating and calculating this data allows insight into what’s working and what’s not, what can be improved and the returns on investments on your methods.
Do ensure that your marketing strategy takes into account your ROI metrics in terms of cost per lead (CPL), patient acquisition, admission rates, patient retention rate, patient engagement, and referrals.

Marketing a healthcare business is evolving and growing steadily and rapidly. This has massively changed the way healthcare marketers operate. To improve your patient engagement, retention and loyalty,

call us at +91 9980233132 or write to us at [email protected] to learn more.
At whyfi, we are a team of professional marketers who will fully utilize techniques acquired over the years of advertising experience and more to get you the most effective results.

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