Issues With Branding Of New Medical Procedures

Issues With Branding of New Medical Procedures

by

Sallie West

Revolutionary new medical procedures have been rapidly improving quality of life over the past few years. With the advances in research, there have also been changes in the business of medicine, with some new procedures being branded. One of the key advantages of branded medical procedures is consistency: whether you\’re in Boston, Charlotte, Las Vegas, or St. Louis eye surgery will adhere to an exact science of delivery.

In many ways the formula for delivering these branded medical procedures is like a franchise concept, with a company licensing its product, name, logo, and identity to the doctors who provide the procedure to patients. This model is not without controversy, but it does delivery security to the patient. The controversy is usually more about the brand itself than it is about the procedure. The fact is that people feel uncomfortable about the idea that a company is making money from a procedure that they need, and brands are solidly connected with moneymaking. It is ironic, however, that people seem to embrace brands that get rich selling the hamburgers that make people unhealthy and reject brands that deliver solutions that make them healthy. People generally don\’t like to think of their medical providers as profiting from the procedures that they provide. People do tend to accept that insurance companies have plenty of money and that doctors, nurses, dentists, optometrists, and other medical professionals should be paid well. However, the insurance business or providing medical care feels good to people, whereas the very idea of a \”brand\” has a negative connotation. This is an oddly counterintuitive facet of our society. People don\’t like to think of themselves as being mindless sheep who just do what they\’re told. However, we also like to have a lot of our thinking done for us, especially when it comes to areas in which we have too little interest, too little time, or too little information to form solid opinions. We resist the idea of brands because we know, deep down, that the brand\’s advertising misleads us. At the same time, we trust brands because they represent expertise in areas where we are ignorant. Our relationship with brands is delicate in any context, and when it relates to a medical procedure in which we put ourselves at the mercy of a doctor and of the company that \”owns\” that procedure, the balance gets upset. Most companies in the medical space are well regarded, but that doesn\’t change the fact that we become highly suspicious when our health is at stake. Luckily, most of the brands that own medical procedures are extremely vigilant in their efforts to look out for the well being of patients. They know that their relationship with their patients is tenuous and that one error could destroy their identity forever. Consequently, they end up investing heavily in avoiding the errors we suspect they might make. In the end, most patients would agree that consistency of care is important. It\’s good to know that from San Diego to St. Louis eye surgery will be consistent and that from Buffalo to New Orleans your experience at the dentist will be pretty much the same.

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