CEO report 24

BELIEVE IN BETTER

Against the industry's cynicism, an optimistic message resonates better

Connecting purpose to defy cynicism in healthcare

US healthcare can often feel laced in negativity— Chartis is helping fight through the cynicism through its purpose.

I n US healthcare, it can often feel like the negatives outweigh the ever-changing government assistance plans—not to mention the rules—make the landscape incredibly complex. Because of this, cynicism has crept in. A recent Harris Poll survey found that 70% of US adults feel their healthcare system has failed them. And it's not just patients who harbor this cynicism—employees feel pessimistic about the industry too. A report by Deloitte found that only 45% of frontline clinicians trust their organization's leadership to do what's right for patients, while even fewer (23%) trust their leadership to do what's right for workers. In an industry that has people’s lives in its hands, trust is crucial. Cynicism is the enemy of progress; without the belief that the industry can improve, people and companies will give up trying. positives. From insurance companies to complicated health systems, pharmaceutical companies, and

revolved around a purely rational message. “Healthcare organizations all talk about being trusted advisors who will drive business impact,” explains Rik Haslam, Brandpie’s Executive Creative Partner. “That feels quite cold and rational in a space ripe for something different.” Through research, it became clear that there was a powerful opportunity for Chartis to connect its brand with the purpose and mission driving its people, and cut through the sea of sameness. Together, we introduced a new positioning to take into the market: “Believe in better”. That statement combines the rational side of the business (delivering “better”) and the emotional side (the “belief” that things can improve). The healthcare industry doesn’t have to resign itself to defeat. The industry indeed has challenges to overcome, and trust is a hard-earned commodity in that environment. But emotionally-driven, purpose-focused messaging can be the key to cutting through that negativity and winning the trust of patients and business partners alike. “Against the industry's dysfunction and cynicism, a more optimistic message resonates better,” Rik says. “It’s a much- needed story, and it’s something much more hopeful for all of us.”

Rik Haslam Executive Creative Partner Brandpie

INSPIRING CHANGE THROUGH PURPOSE AND BELIEF

To win clients, Chartis needs to create belief that things can change for the better and show this externally by connecting its brand with its purpose. Yet, like many businesses in the healthcare advisory space, its positioning

18 Brandpie CEO Report 2024 A pivotal moment for purpose

Brandpie CEO Report 2024 A pivotal moment for purpose 19

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