Make your institution more relevant to donors and investors by showing how it impacts their lives.

Biomedical institutions often struggle with putting a human touch to what they do, because they aren’t on the frontlines of medical care like hospitals or doctors. They need to work harder to connect with the people who may benefit from their work. Luckily, sharing and connecting are basic Leadership Marketing activities that can help humanize your brand. Here are 5 ways to do it:

Explain Why Your Work Matters
People don’t normally get the warm fuzzies about scientific institutions. One way to overcome this obstacle is to demonstrate how your work impacts others. Biomedical institutions are rooted in science and facts, but ultimately their work translates into solutions that improve our quality of life. Donors in particular need to know how your institution is moving toward that goal. Whether your biomedical nonprofit is focused on extending life or to fighting a specific disease, communicating a commitment to the greater good can turn casual supporters into passionate followers.

Engage in Conversation
Leadership Marketing means making others aware of your expertise, but that’s only part of the story. Just “talking at” people isn’t communicating like a leader. You should also facilitate two-way conversations to show that your brand is willing to consider new ideas—a very human quality. Institutions that are closed off from human interaction are working in a vacuum. Break out of your silos, open up, and be as transparent about your work as possible.

Show Emotions
Showing emotions in biomedical marketing is sometimes seen as too frivolous for the serious scientific community. But it is critical to reach your non-scientific audience on an emotional, human level, especially if they include donors or other key investors. Showing emotions—happy, serious, hopeful, etc.—tells consumers that your institution understands people and patients on a deeper level and that it cares about their feelings and opinions. This extends to visual branding as well as marketing content. Wise designers choose colors, fonts and other elements that illicit an emotion from the viewer.

Have Opinions
All humans have opinions, and institutions that want to connect should, too. Luckily, Leadership Marketing is based on the sharing of expert opinions. For every study or scientific article your biomedical nonprofit shares, it should share an equal number of opinions. This will enable your brand to build emotional connections with its customers. Even if they disagree, opening up an interactive dialogue will facilitate the humanization of your brand.

Respond Like a Human
When you send out direct mail pieces, go a step forward to customize the recipient’s experience by adding a Quick Response (QR) code. Sure, if it’s an annual appeal, your call to action may be a donation request or invitation to an event. Either way, QR codes allow you to route responders to a specific area of your website to learn more. Strategically preparing for responders is always a good idea, because they may be at different stages of the buying process. It will help you manage conversations within a context and avoid giving consumers the feeling that they are all the same, regardless of their history with your brand. Whenever someone reaches out to connect or comment, avoid responding with a form letter or generic pitch. Make it a goal to listen and react with genuine interest, because you may be communicating with a potential donor.

Do you have questions about humanizing biomedical brands? Contact me, Karan Cushman by calling 866-960-9220 or emailing karan@cushmancreative.com.