May 1, 2025

GOOD: Turning Healthcare’s Unsung Impact Into Strategic Brand Value

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A deep dive into the “Good” phase of the GiG Model — where community contribution becomes brand currency.


Let’s be honest: healthcare brands do an extraordinary amount of good every day — from charity care to health equity initiatives, sustainability efforts to community outreach. But here’s the catch:

Almost no one knows about it.

And in a marketplace driven by trust, reputation, and consumer expectations, that’s a missed opportunity you can’t afford to ignore.

That’s why the “Good” phase of the GiG Model — Grow. Impact. Good. — isn’t an afterthought. It’s a strategic differentiator. It’s how you turn the good your organization already does into brand relevance, consumer loyalty, and sustainable growth.

Let’s walk through why this matters now more than ever — and how to operationalize the “Good” module of GiG to position your healthcare brand as not only a market leader, but a values leader.


The Purpose Shift: Why ‘Doing Good’ Now Drives Brand Choice

We live in an era where healthcare consumers — especially Millennials and Gen Z — want more than access and affordability. They want alignment. They want to feel good about who they trust with their care.

“Instead of donating money directly to causes, shoppers under 40 prefer to give back through what they buy.”
Forbes, “Why Giving Back Increases Brand Loyalty”

In fact:

  • 81% of Millennials support brands with corporate citizenship
  • Gen Z and Millennials are 27% more likely to purchase from a brand they believe cares about people and the planet
  • Brands built on purpose outperform the S&P 500 by nearly 400%
    (Jim Stengel, “Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies”)

These aren’t soft signals. They’re buying behaviors. Loyalty indicators. Brand reputation multipliers.

Healthcare marketers, take note: consumers are no longer separating mission from marketing. And neither should you.


Enter the “Good” Module: Making Purpose Visible, Measurable, and Brand-Defining

The “Good” module of the GiG Model is not about token gestures or corporate platitudes. It’s about strategically activating and amplifying the social impact your organization is already making — and aligning it with brand narrative, consumer expectations, and business goals.

At ab+a, we approach this through two interlocking components:

🧩 The Contribution Plan

A promotable, measurable blueprint that captures how your organization gives back — and turns that impact into a proof point for your brand.

We help you:

  • Catalog your community contributions (charity care, health education, screenings, DEI work, employee volunteering, sustainability, local economic development)
  • Align those efforts with your brand strategy and audience values
  • Identify cause areas that resonate most with patients and members
  • Create narrative frameworks to tell the story across channels — authentically and emotionally

This becomes a living asset — not a compliance checklist. It’s content, it’s credibility, and it’s a competitive advantage.

💡 AI-Enabled “Good” Measurement Tools

We power the Good module with real-time intelligence and content automation:

  • AI sentiment analysis to understand how your audience responds to your giving and purpose messaging
  • AI-driven cause alignment to recommend social impact themes most relevant to your target segments
  • Sustainability analytics that support your ESG reporting and consumer-facing storytelling
  • Content automation tools to version and scale your cause-marketing assets across digital channels

So now your community clinic, sustainability effort, or social justice initiative isn’t just doing good — it’s showing up in the market with clarity, purpose, and visibility.


Healthcare’s Hidden Advantage: You’re Already Doing the Work

The irony? You don’t need to start from scratch.

Most hospitals, health systems, and health plans already have a deep bench of community benefit programs — but those stories are buried in PDFs, lost on a subpage, or siloed in compliance reporting.

You’re already:

  • Funding charity care
  • Sponsoring community organizations
  • Providing free preventive screenings
  • Supporting behavioral health access in high-need ZIP codes
  • Offering sustainability efforts across your facilities

The GiG Model’s “Good” module is about bringing those contributions into the light — not with a self-congratulatory tone, but with strategic clarity and authentic voice.

Why? Because trust drives behavior. And trusted brands convert more efficiently, retain customers longer, and outperform competitors.


The Business Case for ‘Good’ in Healthcare

When done right, the “Good” you amplify does more than warm hearts. It drives hard business outcomes:

  • Brand preference in competitive MA and commercial markets
  • Increased Net Promoter Score and consumer trust
  • Higher retention and lifetime value
  • Greater internal alignment and employee engagement
  • Lower cost-per-conversion through improved brand sentiment

And it becomes differentiation in a sector where everyone claims “compassionate, comprehensive care” — but few can prove it through action.

“Highly trusted companies outperform others by up to 400% in market value.”
Harvard Business Review, “Consumers’ Sustainability Demands Are Rising”


Good Isn’t a Campaign. It’s a Commitment.

Here’s the pivot we help marketing leaders make with the GiG Model:

  • Stop treating Good as a seasonal campaign (“let’s highlight the coat drive this winter”)
  • Start treating Good as a core capability — one that’s measured, marketed, and managed like any other strategic function

That’s why we recommend creating a Brand Good Tracker — a monthly dashboard that includes:

  • Social listening sentiment on cause-related content
  • Engagement on Good-focused assets (videos, blogs, events)
  • Feedback from community partners or survey data
  • AI-powered predictive scores on how CSR efforts are influencing brand trust

With this in place, you’ve got a pulse on how purpose is landing — and the ability to optimize in real time.


Quick Wins to Activate the ‘Good’ Module

Want to get started right now? Here’s how to bring your “Good” into focus:

  1. Conduct a Purpose Audit
    Inventory all current community benefit, giving, DEI, and sustainability programs. What’s promotable? What’s aligned with brand values?
  2. Create a Narrative Framework
    Build messaging pillars around your community impact. Tie each back to consumer value — “We don’t just treat cancer. We bring free screenings to underserved communities.”
  3. Activate a Contribution Plan
    Work with stakeholders to elevate your giving and CSR efforts into a campaign-ready format that spans content, PR, social, and local partnerships.
  4. Promote with Precision
    Use paid media, social storytelling, earned media placements, and community events to show (not just say) your values. Make it visual. Make it human.
  5. Measure What Matters
    Set KPIs not just for impressions and engagement, but for trust indicators and emotional resonance. Include “Good” in your brand health dashboard.

Bottom Line: Doing Good Is Profitable. Promoting It Is Powerful.

The “Good” module of the GiG Model isn’t a feel-good flourish. It’s a growth driver.
It’s how you build trust with skeptical consumers.
It’s how you earn the loyalty of younger generations.
And it’s how you turn your mission into measurable brand momentum.

Because when your purpose becomes visible, your brand becomes valuable.

You’re already doing the work. Let’s make sure the world knows it.
Want help building a Contribution Plan or activating your “Good” through a marketing strategy that resonates? Let’s talk.  Schedule a 15-minute chat to get started
.

Paula Serios

Paula Serios

Chief Growth Officer and Healthcare Expert

ab+a Advertising is a full-service marketing services agency specializing in the health and well-being sectors. Our work goes beyond solving problems—we inspire progress, elevate brands, and deliver lasting positive impact worldwide. Our AI-enabled GiG model (“Grow Impact Good”) doesn’t just grow your health organization—it creates meaningful change for the greater good. By blending AI-forward strategy, innovative branding, humanity, data-driven insights, we provide purpose-driven growth that impacts your business AND truly matters.

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