Innovating Health: Tapping on Innovation to Build Reputation

New year, new challenges. Thanks to unprecedented disruptions such as AI, the landscape of health care delivery is increasingly chaotic and competitive, leading to greater demands on brands and companies.

Is there a way out of this mess? The latest Brands in Motion health report from WE, “Reputation Rules: Unlocking Physician Prescribing Power,” has a suggestion: Invest in your brand reputation.

Reputation is a business driver

Previously, our study “Healthy Reputation: More than Medicine” revealed that corporate reputation has a direct influence on prescribing decisions. When a clinician is choosing between drugs of similar safety, efficacy and cost profiles, 62% of them will then look to the corporate reputation of the company involved to make their final decision.

“Reputation Rules” validates this, with 81% of clinicians surveyed saying a company’s reputation influences their perception of a medicine’s value at least moderately.

However, having a shiny corporate image is not enough; clinicians want to see comprehensive excellence.

What aspects of reputation matter most to clinicians?

• Reliability and Credibility: 73% of clinicians prioritize companies that consistently deliver quality and effective products, equating reliability with confidence in outcomes.
• Trust: 53% of clinicians trust companies that show a long-term commitment to patient care through ethical interaction and transparent communication.
• Innovation: 47% of clinicians say that demonstrating leadership in R&D innovation is one of the top actions a company can take to improve its reputation.

Innovation is a critical narrative

Of the three, “innovation” is particularly interesting to me. After all, all of us at WE are experts at demystifying innovation, breaking it down so audiences can understand, make sense of and ultimately love it. Our heritage in technology gives us an unmatched understanding of how it impacts every single sector — including health care.

Seventy-two percent of clinicians say that addressing unmet medical needs through patient-centric innovation is key to assessing a company’s reputation. It is not enough to be proud of breakthroughs; your story must be tightly bound to the difference they are making in the real world.

By integrating lessons from technology, we help tell compelling innovation stories that cut through the noise in a rapidly evolving landscape. A confident and progressive narrative about innovation can change how your brand is perceived and demonstrate the impact you have on society.

How to craft a meaningful innovation story

• First, the innovation itself. What is new? What is the scientific rationale and the reason to believe? This story must be bold in tone, confident in nature and look to the future.
• Second, the human payoff. Your innovation only matters if it makes a difference to people, communities or society. It is critical that we keep our innovation story laser-focused on the difference we are making, the people we are helping and the human experience we are improving.
• Lastly, finding the right person to tell the story. Innovation is disruptive, innovation is playful, bold, challenging; it is assertive while retaining a light touch. It isn’t corporate. Leverage the right stakeholders to lend credibility to your narrative.

Our long-standing experience in both technology and health has profoundly influenced our approach to telling bold and effective innovation stories, which is a key driver for a strong reputation. Partner with WE Communications to assess and fortify your reputation, ensuring it becomes a powerful asset. For a deeper understanding and comprehensive insights, access the full Brands in Motion health report, “Reputation Rules: Unlocking Physician Prescribing Power,” here.