The idea of company culture can sometimes sound like a bit of marketing mumbo-jumbo. However, even if you've never taken the time to formally describe your culture, your insurance organization has one. If you do have a defined culture, that internal activity doesn't affect your insurance Brand's marketing strategy, right?
Wrong. At best, thinking about your team's interactions and marketing activities as separate paths is making you do all the same work twice. Why? Because marketing creates a promise; it sets expectations for your clients. Your company culture is how you exceed those expectations. And here's how.
Integrity is Everything
When your clients come in for a consultation, they want their experiences to match the expectations promised in your marketing. For example, if you market yourself as family-friendly, but clients have a poor experience when their small children need to come too, your clients will feel betrayed. Once that trust has been broken, it's virtually impossible to get it back--especially if that's the first in-person interaction a client has with your insurance organization.
Employee Engagement is Essential
Your Brand culture sets the tone for employee engagement – both internally and with your clients. You want your team's behavior and activity to be rooted in the values and standards you've set for your insurance organization. You want them to believe in the promises you make to your customers so they are driven to achieve the goals you set for your organization – satisfied customers.
When your team is on board, they also become the vehicle to deliver your marketing messages. When they believe in your promises, they'll want to tell their friends, families, and other connections – something that's far more valuable than any other marketing activity. In fact, Brand messages extend 561 percent further when shared by employees!
Culture Makes Marketing – Not the Other Way Around
Rather than thinking about how to get your company culture to mesh with your ophthalmology marketing, your culture should inform and drive your marketing. Who are you today? What is at the core of your organization? What are you capable of becoming?
When you build a Brand culture where your employees have clear expectations, and your core values are empowering to your team, then they will deliver to your customers. In return, you'll not only know which promises to make with your marketing, but you'll also be confident that you can deliver.
Here at Hult Marketing, we have the experience and tools you need to help grow your insurance Brand. Take the first step and initiate your ophthalmology practice Brand growth by requesting a complimentary consultation here.
Strengthen your insurance Brand with inbound marketing to attract more patients to your practice. Let’s chat and put the Hult Team’s experience to work for you. You can reach us at 309-673-819, and together, we can differentiate your insurance Brand.