Mike Chapman, Springboard Brand and Creative Strategy

The Importance of Cultural Integration in Branding and Messaging


April 19, 2023 4:45 pm - 5:30 pm

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Mike Chapman

Hospitals and health systems realized exceptional gains in recognition and appreciation as a result of their work during COVID and other critical situations.  Community members relied on their local healthcare resources for intelligence, insights and appropriate courses of action.  Consumers responded positively because their local providers were communicating in timely, relevant ways that were both meaningful and real.  As hospitals develop marketing strategies, these lessons should be applied and integrated throughout all communications in both brand and service line messaging.

This session will explore the significance of being tuned-in to cultural relevance and consumer interests when determining brand strategy.  The model of “Heartbeat” branding versus “Chest beat” messaging will be discussed as a way to integrate these important social determinants into your marketing thinking.