In health care, your brand voice is your people — your patients, their families and your staff.
Your brand is what each of these groups say about your organization.
It's what patients tell others about how they were treated. It's what they whisper, good or bad, about what they witnessed your staff doing in their idle time.
And it's what your staff — doctors, nurses, caregivers and non-caregivers — say about the what it's like to work for you.
When you have built a strong organizational culture — one of inclusion, listening, transparency and compassion — then you have a strong brand story to tell.
An out-of-industry example comes from the Danish shipping company Maersk, which sheds light on how focusing on the voices of an organization can bring life and attention to a brand. Writing for AdPulp, David Burn notes:
It is safe to say, “brand voice” is no longer something best whipped up in an ad agency brainstorm. Rather, a real living brand voice — one with resonance and power — is an amalgamation of the human voices who work at the company.
In health care, those voices must include the patients and their families. They already tell stories about their experience — you want those stories to always be positive and enlightening.