Whether you are trying to sell shoes or providing healthcare services, all well-known brands have found success by telling a consistent brand story that provides a sense of credibility and comfort with their audience. Marketing is the art of storytelling – and by crafting a compelling brand narrative, you can build a patient population that is truly invested in your clinical research site. People innately want to feel attached to their surroundings, and clinical research sites can tap into these ingrained human emotions by telling their own story. By humanizing your research site, you allow patients to feel like they are a part of and invested in your site’s success versus just having a simple, transactional relationship. This is where brand loyalty comes in, and brand loyalty can help grow your site’s reputation and revenue.
When thinking about your brand and building your credibility, start by asking yourself what your research site is truly trying to achieve. How does this align with your patients’ wants and needs? Finding the connection between those two things will help you begin building a relevant and authentic brand. When doing these things, keep in mind the five essential elements of branding: authenticity and consistency, knowing your audience, communicating the problem you solve, building your character, and connecting with your community.