Branding with Empathy: A Path to Better
Mental Healthcare Marketing
by Liesl Leary-Perez
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What you'll discover
when watching Liesl's story
- Empathetic branding emphasizes the importance of understanding the emotional needs of patients, maintaining a soothing environment, and using creative means to form positive associations with customers.
- Marketing should focus on addressing customer symptoms and concerns rather than promoting specific services.
- Tailoring marketing strategies to different audiences can easily help businesses in connecting with customers.
- Leveraging AI to record patient intakes not only streamlines administrative processes but also provides a rich database for understanding diverse customer challenges.
- Creating a holistic brand experience includes everything a business does, which all leads to a positive connection with patients.
- Aligning with leadership that understands marketing's role in satisfying customers happens when leadership sees beyond aesthetics.
- Building a marketing skillset centered around empathy will ensure that marketers deeply understand and connect with customers.
Meet Liesl Leary-Perez - Chief Marketing Officer and Co-founder @ Axis Integrated Mental Health
Liesl Leary-Perez is the Chief Marketing Officer and Co-founder of Axis Integrated Mental Health, a locally owned and operated mental health clinic dedicated to transforming lives through a holistic, integrative approach to mental health care.
With over 20 years spent in corporate marketing, Liesl has plenty to offer as a marketer and as a business leader. In each of her corporate marketing roles, Liesl has demonstrated her leadership, marketing, and customer service skills.
Moreover, she led corporate marketing teams at Mapbox, Hubilo, TTEC, and SDL.
Presently at Axis Integrated Mental Health, Liesl leads the company’s efforts in providing holistic mental health treatment. Also, Liesl is TMS certified and enjoys treating patients with this innovative new technology and the power of storytelling.
When not working with patients at her clinic, she also serves as a fractional CMO, working with a diverse roster of companies worldwide.
Check out Liesl Leary-Perez's thoughts on content marketing
When it comes to creating engagement using marketing, Liesl shares:
"There are a lot of tactics you can use to do this from social media to events. But honestly, I feel that the main point of engagement is to create a community. The more intimately you understand who that community is, the easier it is to pick a tactic that appeals to them."
She also shares about how to keep your brand fresh over time:
"Keep a brand fresh by evolving with market trends, refreshing visuals and messaging, innovating products/services, engaging customers, and staying relevant. Also, use a younger audience when creating content. They communicate in ways I will never understand."
Liesl also explains how marketers should be thinking about content and the buyer’s journey:
"Consider the buyer's journey when creating content, addressing their needs at each stage and tailoring content for different channels. Focus on providing value and meeting audience expectations, rather than solely self-promotion."
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