How to Build a Marketing Function From Scratch in Healthcare While Managing Dual Brand Identities

In this episode, Michele Hart, Director of Marketing and Communications at BostonSight, shares how she built a marketing function from the ground up for a unique nonprofit healthcare organization that operates both clinical services and commercial product lines. Michele discusses the strategic challenge of managing brand identity across multiple business verticals while serving diverse audiences including patients, medical practitioners, and donors.The conversation covers innovative campaign strategies, measurement approaches for specialized industries, and the importance of regularly reassessing organizational mission and vision.Key points include:📌 BostonSight provided educational value to doctors during COVID without selling, which paid off when they launched new products and exceeded sales goals in 2021.📌 Nonprofits should reassess their mission and vision every five years using frameworks like Harvard's corporate brand identity matrix to ensure multiple business areas support rather than compete with each other.📌 A simple drawing by their Chief Medical Officer to explain scleral lenses to his children became a plush mascot, children's book, and highly successful donor campaign that highlighted their work with pediatric patients as young as 18 months.📌 Using Harvard's corporate brand identity matrix, they distinguished their nonprofit PROSE treatment for severe cases from their commercial scleral lens products while ensuring both sides support the overall mission.📌 Healthcare marketers should learn to say no and concentrate on fewer channels where their audience actually engages, such as Facebook groups and Reddit for patient education, rather than spreading thin across every social platform------------------------🎙️SUBSCRIBE TO THE PODCAST ON APPLE PODCASTIf you enjoyed the episode, don't forget to subscribe, and leave a review. Thanks!https://podcasts.apple.com/us/podcast/the-brndbrief-podcast/id1724388941 ------------------------Guest Informationhttps://www.bostonsight.org https://www.instagram.com/bostonsight https://www.facebook.com/bostonsight https://www.youtube.com/@bostonsighthttps://www.linkedin.com/company/bostonsight/