Brand Activation Clock Model
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When people think about brand activation, it is usually restricted to advertising. That’s significantly under-leveraging the power of branding.
One of the most powerful frameworks you can use to fully capture the branding opportunity is using the Clock Model.
Professor Scott Galloway of NYU has taught the Clock Model in his brand strategy classes for years and here I will dissect it in the lens of a health care brand.
The model is simple - three segments of the clock
Pre-purchase
Purchase
Post-purchase
I’ll walk through the model using a fictional health care brand, selling a sleep apnea prevention device that has to be prescribed by a physician called SLEEPZ.
PRE-PURCHASE
In this section of the clock model, it’s all about prospecting and nurturing, getting potential customers (physicians and patients) to learn about the device, consider its use, and make a purchasing decision.
For SLEEPZ, they are thinking of targeting consumers and for this section of the clock, they will be using digital ads on sleep apnea related articles. For paid search, they will focus on key words that allude to potential customers looking for a solution beyond CPAP machines. In addition, they will be working with a handful of micro-influencers who have sleep apnea and will be reviewing the device. Their compelling content will help to spread the word in the social sphere.
Since one of the micro-influencers has a really interesting story, it will be pitched to a local TV station in hopes for potential coverage.
All these activities are usually considered marketing and communications, and the extent of branding typically ends here.
PURCHASE
SLEEPZ however, wasn’t going to stop at pre-purchase. They are a #HealthyBrand! 😎
In order to get more physicians to experience SLEEPZ, they have an onsite hands-on demo program at a sleep apnea center of excellence for any physician that is affiliated with a clinic who has decided to sign a contract with SLEEPZ.
For consumers, there is a quick insurance checker on the website to see if their insurance covers the device and for those who want to skip going to a trained physician at a clinic, they can opt for an e-appointment and get a prescription that way.
Purchasing a medical device has never been this smooth…
POST-PURCHASE
This part of the clock is about creating brand loyalty. After the purchase is complete, most companies forget that they have a captured audience to build true fans.
SLEEPZ understands this. Once a physician has signed the contract, they are immediately signed up to a high-touch training and onboarding program, espousing the values and beliefs of the brand through the way its scheduled, executed, and followed-up. No note-taking required, everything is available through a portal and an app, all feedback recorded and pushed to their dashboards, which also acts as an inventory management system, ordering new products, promotional materials and even a way to customize social posts.
For patients, unboxing the device revels the Apple experience and a smart phone app walks them through how it works with an AR experience. The device is controlled through the app as well, simply designed and delightful to use.
Companies and brands don’t have to invest resources in all of the segments. In fact, most brands don’t.
I hope this clock model serves you well, as you build the healthiest brands on the planet.
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