By putting more emphasis on the enterprise brand, considering all audiences, engaging them in educational content and creating strategic alliances with like-minded brands, there is a sustained opportunity to build reputation, loyalty and trust with customers. This comes at a time when many consumers are doubting health institutions altogether. It would be wise, then, to switch up the model we’ve always used and brand differently. Consumers are growing allergic to the old way of doing things; they want more education and access.

Outside of healthcare, these relentless relevance tactics are applicable to all industries. When we bring consumers along on the journey—not holding back or waiting for a product launch—it not only keeps your brand relevant but makes it a beacon for all segments of your audience. For us, that’s meant working to unpack the future of health and medicine, a field that continues to innovate faster than ever before.