Anthropomorphism (An·thro·po·mor·phism) is a set of human traits, behaviors or characteristics of an object, service, animal or brand. Is the complexity of the term throwing you off yet? That’s understandable, but don’t let it confuse you. Think of anthropomorphism as humanization. As marketers, humanizing our brands is essential to connecting with our consumers. In fact, as mentioned on Responsive Inbound Marketing, “humanizing your brand can allow for a deeper connection to be made with your audience. It can also create a sense of trust between you and your viewers and make room for engaging conversation.” So, what are these human characteristics and how do they apply to a brand?
Well, in healthcare, we are selling a service most don’t want to buy. On top of that, a wide variety of society actually fears going to a hospital and receiving care. This is why humanizing a brand is especially important for a healthcare marketer. Luckily for you, I’ve narrowed down a couple key strategies you can add to your marketing plan that will automatically make your brand seem more relatable.
- Employees are brand ambassadors. Your employees are the true brand ambassadors for your business. They know the ins and outs of the brand and are at the forefront of the quality care your facility provides. By letting your employees speak for you, you are allowing your consumers to hear from real people instead of a brand logo behind a smartphone. A few ways to let your employees do the talking are:
- Recognize stand-out employees in consistent social posts such as #MissionMomentMondays or employee recognitions.
- Encourage employees to post on their social profiles using hashtags that tie back to your brand
- Patients appeal to patients. Patients are real people. What better way to reel in more patients than by having them hear from past patients? For example, let’s say a consumer just found out they need to have knee-replacement surgery. That can be some frightening news! Let’s say the patient gets an email from a hospital saying they have won an award for orthopedic procedures. Do you think this consumer would automatically feel compelled to move forward with this hospital? Not necessarily, right? Well, let’s say they were fed a patient testimonial video via social media ads of an individual their age who actually underwent knee-replacement surgery at your hospital. This would be a little more convincing because it is a human speaking to another human about their experience.
There are several ways that brands can connect with their consumers. I’ve mentioned two tips that work for healthcare marketers. However, if you aren’t in a niche industry like healthcare, you still shouldn’t underestimate the importance of anthropomorphism. As a reminder, anthropomorphism equals humanization. Humanization, for us marketers, equals using marketing strategies and tactics to enhance our brands in a way that connects with consumers.
Did you enjoy this post? Learn about three must-haves in a healthcare marketer’s social media content strategy in my last post.