Online Healthcare: How To Create Great Looks For Virtual Visits

It’s pretty incredible how much our lives have moved online the past couple months. We’re working from home, streaming fitness classes on our phones and setting up family Zoom meetings just to sing happy birthday. Even our healthcare has gone digital, from virtual checkups with doctors and nurses to video appointments with physical therapists.

How’s all this matter from a branding perspective? Let’s just say the camera doesn’t lie. You can either use apparel to reinforce your brand, or miss an opportunity to make an impression. We chatted with Alan Meinstein (yes, it was a Skype call) about taking a strategic approach to branded apparel in a world where doing business via video is the new normal. Alan is PCNA Vice President Of Manufacturing For Apparel, so he’s definitely on top of these things – just like your branding should be, as he’ll explain here:

Q: First off, are there particular industries or types of businesses where the idea of branding for video meetings is especially important?

A: Healthcare is obviously a key market right now. Even before the onset of COVID-19, virtual checkups for routine visits were an emerging trend. And now with social distancing, they’re becoming the standard. With any type of healthcare organization, it’s so important to have a professional appearance that inspires trust and confidence.

Beyond that, the video trend could apply to any number of industries – technology, finance, manufacturing, energy, recreation. If people are having video meetings with customers, potential customers or even their internal teams, they should always be mindful of how they’re appearing on camera. Again, it’s about projecting pride and inspiring confidence.

Q: So let’s explore that idea a little more. How exactly should people adjust their approach?

A: We’ve all been in these video meetings by now and know how it is. Usually you’re seeing the other people from the upper chest up. So now’s a time to really think hard about something different from traditional left-chest decoration on your polos and quarter-zips – shoulder locations, on the collar, things like that. One of the big benefits with Trimark is we offer so many different locations as standard locations, meaning you don’t have to pay extra to decorate the garment somewhere other than left-chest, for example.

The other really interesting thing about non-traditional locations is perception – people not only tend to notice them, but the logo is viewed more as an endorsement of the brand as opposed to something that’s part of a standard employee uniform.

Q: What about decoration methods – any special considerations there?

A: The method you choose is definitely part of the larger strategy, not only with the appearance of your logo but also how it feels on the fabric. I’ll give you an example: Our new Amos polo is made with a light, comfortable fabric – it’s actually an eco-friendly piece made from recycled polyester – so if you’re decorating that high shoulder area, our True Edge Transfer method is perfect, because it doesn’t have that slightly heavier feel you get with an embroidery backing.

Another thing I’ve noticed is a lot of people wearing hats in these video meetings – they haven’t been able to get haircuts, right? So with hats, our HXD decoration gives you a completely different look from embroidery. Trimark has six different decoration methods, and we do them all in-house. Plus run charges are included in the garment price for all the methods, so it really offers you a lot of ways to get creative without spending more.

Q: Last one. When things return to “normal,” are there any trends you can see taking hold long term?

A: I really do think online video meetings are here to stay. Whether it’s virtual healthcare, sales meetings or customer interactions with bigger audiences, people are discovering they can accomplish a lot because the technology is so advanced. Trimark has always had the ability to do a lot of unique decoration locations and methods, so that expertise allows us to help distributors whose customers are moving in that direction.

With all these online meetings replacing face-to-face interactions, the opportunity to show your brand on these calls is as important as ever. Just because you’re not physically together doesn’t mean you shouldn’t be representing your brand and making the interaction feel professional.

Ready For Your Closeup? A Few Ways To Get Your Brand Camera-Ready.

HXD gives your logo a modern, techy look on the U-Composite Ballcap (TM32022)

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