PASSION to a brand can be detected and monitored, and that paves the way for how it can be managed. Customers show they can readily rate the brands they use such as (brand) is the perfect (company/product/service) for people like me and I can’t imagine a world without (brand).

But that doesn’t mean customers are passionate about lots of brands. They’re not. It means only that their ratings are clear and consistent indicators of the extent to which their brand marriages are marked by a deep commitment—a sense of brand passion—and not merely by convenience or habit.

Health care might not seem like a category that would be marked by much passion. This requires understanding of the total brand experience from the customer’s perspective, not just the company’s. Is Healthway Medical experience the impact of employees’ health on the company’s bottom line, or something beyond that?

According to Healthway vice president sales and marketing Carmie de Leon, a promise demands delivery. “Healthway offers expertise in comprehensive clinic management to companies. Quality care and a unique brand of service—Alagang pamilya, alagang Healthway—resonates in all of Healthway clinics,” she said.

Customers must experience the brand’s uniqueness. They must feel the difference—because emotions are all about feelings. Making it actionable and meaningful was the challenge Healthway faced when it embarked on this business.

“Healthway Medical is an international company belonging to a group of Healthcare institute called GenRx,” de Leon said. Its services include laboratory and diagnostic services, home and office service with 500 doctors ready to serve.

What’s more, the impact of Healthway provides clients with a health wallet of P3,000 initial load. This covers: one-year coverage, free unlimited consultations with Healthway’s in-house primary care physicians, free unlimited dental check-up, fixed consultation fee of P400 with specialists (except neurologists), 20-percent discount on the all rehab modalities, laboratory and diagnostic tests and use of Healthway operating room for minor surgical procedures.

“Health wallets also include a debit system. Loaded amount will be used for services rendered. And is also transferable. Benefit may include medicine package, unlimited free consults may still be availed even if card has zero balance as long as it’s within the valid period,” de Leon furthered.

Every Healthway membership card you buy contributed to the education of underprivileged Filipino children. “Your Healthway card is for a better tomorrow,” she added.

After an executive check-up in Healthway, imagine yourself being transported to one of the country’s premier spa destinations, Nurture Spa Village, for a total health and wellness experience.

And by creating an environment where clients were pleased to return, Healthway benefited in other ways: They also achieved greater customer income. This health clinic has created environments where patients can feel the difference, and those warm feelings translate into cold, hard cash.

“We are even expanding. We now have Healthway Greenbelt 5,” de Leon said. As of last year Healthway has 49 clinics in 32 corporations and still growing.

Aside from Healthway, Clarity Aesthetic Medical & Dental Center is a one-stop clinic that offers a wide array of services in dermatology, aesthetic dentistry and cosmetic surgery. Clarity’s passion is to bring value and genuine care to the customers in the preservation and improvement of their total well-being. Clarity is a team of highly-trained and board certified doctors.

What does Clarity stands for? “We serve the needs of people who take pride in looking and feeling good. We serve the needs of people who value self-confidence and self-image. We support people who are driven to reach their personal and professional goals,” de Leon said.

According to de Leon, Healthway and Clarity stand for something apart from the ordinary, something that merits our clients’ attention and consideration, their health and well-being, and ultimately, their enduring allegiance and fidelity to us. “If they can’t relate to any of our products and services, there’s no basis for personal connection,” she said.

De Leon seems to know in her marketing bones that differentiation matters. Aside from managing overall sales and marketing direction for Healthway Philippines and affiliates, she handles three major divisions: Clarity, MEDI-access and Corporate Clinic CCS.

The buzz agency

This agency has always been the best topic of all: A company worth talking about all the way through. They have managed to have a long-term, sustainable word of mouth and have been immersed in the word-of-mouth philosophy. Anyone for that matter who works in this agency will just be disgusted on how they do business and how they build relationship with clients, even the way how they treat their agency personnel. Unfortunately, there’s no way to teach them how to do major changes. It must come from within. The things that make you go ouch!