Corporate social responsibility is good for healthcare.
There is a growing body of evidence around the benefits of corporate social responsibility (and its more modern, team-inclusive counterpart, corporate social engagement). A strong strategy can help build consumer loyalty, recruit and retain employees, and differentiate the brand in a competitive market.
Regardless of the brand benefits, for a corporate social responsibility strategy to be successful, it must be authentic and intimately connected to the culture of the organization. As author Edgar Papke wisely noted, brand is a lagging factor of culture, and social purpose must come from within. You must decide what you stand for and ensure your actions and behaviors reflect that choice.
[bctt tweet=”The Authentic Art of Doing Good – 3 reasons why healthcare companies should embrace corporate social responsibility strategies ” username=”DobiesGroup”]
As President and Chief Strategy Officer of a healthcare branding, marketing and advertising firm, I see three important reasons to define your corporate social responsibility strategy now:
- Leaders lead: Leader brands tend to own the ‘central benefits’ of their marketplace (in this case, social purpose). First to market is an opportunity to own the position. As others do the same, it creates a halo affect that reinforces your decision and position even further. Research shows that social goodwill can enhance consumer perceptions of product performance – in other words, doing good can indeed translate into doing well.
- Authenticity is in demand: In today’s over-communicated world, people long for meaningful communication. An article in Forbes magazine recently stated, “Humans are emotionally driven and crave the security of knowing there is an underlying foundation of mutual respect, honesty and trust between them and the establishments they associate with.” It’s time to give your customers something good to talk about.
- Success is implied: Corporate social responsibility is not a marketing tactic. Rather, it is an opportunity to extend your mission beyond the immediate customer and make the world around you a better place. Companies that dedicate resources to corporate social responsibility initiatives send a signal about the overall health of the company. In essence, doing good for others implies success.
Healthcare often trends behind other leading industries in terms of transformational change and customer engagement. At Dobies Health Marketing, we believe a strategic focus on corporate social responsibility is also lagging, and healthcare companies can and should make it a higher priority. We all know a governing philosophy across healthcare for centuries has been, first and foremost, “do no harm.” Through social purpose in action, your organization can go a step further: “do more good.”
Reader tip: If you are looking for a good book to provide a solid background on this topic, consider one of my favorites: Just Good Business, A Strategic Guide to Aligning Corporate Social Responsibility and Brand, by Kellie McElhaney.
About the Author
Julie Amor, President and Chief Strategy Officer for Dobies Health Marketing, has 30 years of experience elevating healthcare brands. Share your thoughts with her by tweeting @DobiesGroup, connecting with us on LinkedIn, or by commenting on our Facebook page.