brand ambassador training Brand Manifesto

Brand Ambassadors Are More Important Than Ever

Earlier this week I presented to the ComNet Group of the American Board of Medical Specialties (ABMS). This is a group of communicators who work for the 24 member boards that were founded to assess and certify doctors who demonstrate the clinical judgment, skills, and attitudes essential for the delivery of excellent patient care. Basically, these organizations manage the board certification process for the various specialties.

My talk was about building brand ambassador programs and nurturing brand ambassadors. This is the first time I’ve given a formal presentation about this topic so I enjoyed building the content for the presentation. Much of it is based on my firm’s experience developing, launching, and maintaining brand ambassador programs for healthcare organizations. I used many more bullets in the PowerPoint presentation than I typically do because I wanted the attendees to have detailed content to refer back to in the future. I also wasn’t sure if the presentation was going to be recorded.

During a time of crisis, it is so important to have brand ambassadors who will speak out for your organization in a credible fashion. This is particularly relevant at a time when so many people do not trust well established institutions; many even believe that COVID-19 is a hoax and that hospitals are reporting fake or exaggerated numbers. Hospitals and health systems need to have well-informed, well-coached employee ambassadors who can respond proficiently to questions from members of the community. Of course, brand ambassador programs can include other constituents beyond your employee-base.

If you’re thinking about developing a brand ambassador program, please feel free to use the process I’ve outlined as a guide. My hope is that the PowerPoint presentation (below) will be enough to get you started in the right direction.

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