From Brand Challenger to Brand Leader
Three Strategies for Hospitals to Take the Lead
Like any competitive environment, hospital markets include two key types of players:
- Brand Leaders – The most dominant or recognizable brand in the market typically enjoys the greatest market share. Also known as a market leader, a brand leader usually drives the largest profit margins, making this spot highly coveted by competitors.
- Brand Challengers – Challenger brands are not the category leaders in the market. Rather than simply competing in an existing product or service line category, a brand challenger aims to change mindshare by finding new ways to differentiate or segment its brand from the market leader.
With the right strategies and tools in place, challenger brands have an opportunity to rival long-established leaders by creating and executing effective, data-driven marketing and advertising strategies that help them effectively compete.
According to The Nielsen Company, “Challenger brands have to take a different approach.” In terms of advertising and market messages, Nielsen’s research suggests that for every 10% excess share of voice achieved (which is calculated by subtracting market share from share of voice), challengers only see 0.4% market share growth, compared to 1.4% market share growth for leading brands. As a result, a brand challenger needs an advertising strategy that is at least 3.5 times more effective than the market leader’s strategy to truly move the dial and capture greater market share.
[View our infographic to learn more about the dynamic between share of voice and market share.]
The key to creating and executing effective market strategies is data. When you use data to drive marketing, branding and advertising plans, your hospital will significantly improve its ability to compete in market. These three approaches combine strategy with data to deliver a competitive advantage:
1. Evaluate your current brand position to reveal new opportunities
What you convey about your brand – and how you hope others perceive your brand – must always align with the experience you actually provide. To continuously build volume, preference and market share, it is important to give your brand a thorough, objective evaluation.
Exploring consumer and employee perceptions of your brand will inform your brand strategy, which should outline your differentiators and brand promise (as well as how to keep that promise), serving as a filter for future business, marketing and creative decisions. In addition, assessing your competitors’ communication brings insight to create a sustainable value proposition for your brand. This ongoing process requires continual maintenance and dedication over time.
[To determine your brand’s health, view our step-by-step brand assessment and strategy checklist.]
Brand building is a complex, interconnected process that requires authentic insight, objective decision-making and careful, sometimes even calculated effort. Insights from brand scout+ empower you to identify differentiators, design key messages and rally your team around a brand promise that will ultimately create a more authentic experience for your customers.
2. Use data-driven insights to guide marketing and positioning strategies
A marketing and positioning strategy is the compass that allows companies to successfully navigate the nuances of an ever-changing healthcare market. A smart and sustainable strategy should always precede marketing tactics. When you formulate a strategy before moving to creative tactics, you enhance your organization’s ability to elevate your market position relative to your competitors. Leveraging the power of information through market research, competitive studies and consumer insights will allow you to make more informed decisions to drive greater market share and brand equity.
Effective marketing and positioning strategies – also known as maps+ – provide key insight into your organization’s market position (including where you are now and where you can be in the future), as well as your competencies and capacity, viable differentiators, opportunities and challenges, and more. From there, you can develop on-point marketing imperatives and tactical plans to improve your market positioning, and grow market share.
3. Analyze competing campaign messages and performance to fine-tune advertising strategies
Understanding your competitors’ market position, share of voice and advertising spend are critical knowledge points to making informed advertising decisions. According to Nielsen, a brand is more likely to gain market share if its share of voice is greater than its share of market. Simply put, increasing share of voice is essential to market share growth – but how do you increase share of voice?
A comprehensive competitive market profile leads to better, more proactive recommendations for your organization’s local advertising strategies. Timely, reliable data and creative samples from competing campaigns and market presence—including core marketing messages, share of voice, media mix, advertising investment analyses and creative samples—are key to gaining traction in your local market through advertising.
A competitive market profile from soviews+ evaluates each of your top five competitor’s messaging strategies, matching them against the industry’s top consumer drivers to identify the space they claim in your market. These insights inform and assist your efforts to be more competitive and targeted with your media dollars.
Empower your organization by creating a healthier brand, formulating a smarter marketing and positioning strategy, and challenging the competition. Keep an eye on your competitors and identify new opportunities for differentiation or segmentation in your market. Through the use of data-driven insight, objective decision-making and highly strategic planning, you will be better equipped to reach your targets with pinpoint precision and ultimately drive market share, top of mind awareness and consumer preference.