When I meet with a new client, one of the first parts of the immersion process is diving into their brand personality and archetype.
I'll share a brief archetype quiz, they click on the click, and laugh because there's an archetype called "The Caregiver." What else would they need to look at?
Think again! There are 12 brand archetypes, each with their own unique set of traits, goals, and examples.
I interpreted and sifted through all of the brand archetypes and adapted them to the healthcare world. Which one fits your brand the best?
Also, the best outcomes mean combining two or more together. Be sure to share your results/thoughts with me here or on LinkedIn.
Healthcare Translation: Clinical authority and evidence-based expertise
Description
Grounded in research, data, and thought leadership. Trusted because it knows.
Goal
To provide truth, insight, and clarity in complex healthcare decisions.
Core Traits
Wise · Analytical · Credible · Evidence-driven
Strengths
High trust with clinicians and regulators
Ideal for complex or high-stakes decisions
Weaknesses
Can feel cold or inaccessible
Risk of over-jargon
Best Niche
EHRs, analytics, diagnostics, payer intelligence, research institutions
Examples
Mayo Clinic
Epic Systems
IQVIA
Cleveland Clinic
Healthcare Translation: Life-saving outcomes and mission-driven impact
Description
Positions the brand as fighting disease, inequity, or inefficiency head-on.
Goal
To prove value through results and transformation.
Core Traits
Brave · Confident · Outcome-focused · Bold
Strengths
Strong motivation and clarity
Excellent for challenger brands
Weaknesses
Can overpromise
Risk of burnout or arrogance
Best Niche
Emergency care, biotech, oncology, turnaround health systems
Examples
St. Jude Children’s Research Hospital
Moderna
HCA Healthcare (in growth messaging)
Healthcare Translation: Accessible, affordable, and understandable care
Description
Healthcare without intimidation—built for everyday people.
Goal
To belong, be approachable, and remove friction.
Core Traits
Friendly · Relatable · Inclusive · Practical
Strengths
Broad appeal
Excellent for enrollment and engagement
Weaknesses
Hard to differentiate
May feel generic
Best Niche
Retail health, insurance, community health
Examples
CVS Health
Walgreens Health
Oscar Health
Healthcare Translation: New models of care and frontier innovation
Description
Driven to reinvent how, where, and by whom care is delivered.
Goal
To discover better ways to heal and support health.
Core Traits
Adventurous · Curious · Progressive · Independent
Strengths
Signals innovation
Attracts early adopters and talent
Weaknesses
Can feel risky or unproven
Harder to trust for conservative buyers
Best Niche
Digital health, virtual care, AI diagnostics
Examples
Forward Health
One Medical (early brand era)
Carbon Health
Healthcare Translation: Safety, simplicity, and peace of mind
Description
Focuses on reassurance and removing fear from healthcare.
Goal
To make patients feel calm and protected.
Core Traits
Pure · Honest · Reassuring · Simple
Strengths
Comforting in stressful situations
Strong family appeal
Weaknesses
Can feel naïve or outdated
May lack authority
Best Niche
Pediatrics, maternal health, preventive care
Examples
Pampers
BabyCenter
March of Dimes
Healthcare Translation: Designing better systems, tools, and experiences
Description
Focused on building elegant, human-centered healthcare solutions.
Goal
To create meaningful, well-designed change.
Core Traits
Imaginative · Visionary · Design-led
Strengths
Differentiates through experience
Strong UX and brand affinity
Weaknesses
Can prioritize form over function
Risk of complexity
Best Niche
Health tech platforms, care management tools
Examples
Flatiron Health
Apple Health
Human API
Healthcare Translation: Stability, scale, and institutional leadership
Description
Represents control, governance, and system-level authority.
Goal
To lead and set standards across healthcare.
Core Traits
Authoritative · Structured · Confident · Commanding
Strengths
Signals reliability at scale
Trusted for infrastructure and policy
Weaknesses
Can feel bureaucratic
Less emotionally engaging
Best Niche
Large payers, hospital systems, regulatory bodies
Examples
UnitedHealth Group
Kaiser Permanente
CMS (institutional voice)
Healthcare Translation: Transformational outcomes through innovation
Description
Promises breakthroughs that feel almost impossible.
Goal
To turn vision into reality and redefine what’s possible.
Core Traits
Visionary · Transformative · Inspiring
Strengths
Powerful storytelling
Excellent for cutting-edge science
Weaknesses
Risk of skepticism
Requires proof to sustain trust
Best Niche
Precision medicine, genomics, AI-driven care
Examples
Illumina
Tempus
Verily
Healthcare Translation: Challenging broken systems
Description
Positions itself against traditional healthcare inefficiencies.
Goal
To disrupt, reform, and provoke change.
Core Traits
Bold · Defiant · Challenger · Candid
Strengths
Clear differentiation
Appeals to frustrated consumers
Weaknesses
Regulatory risk
Can alienate incumbents
Best Niche
DTC health, pricing transparency, mental health
Examples
Hims & Hers
Ro
Nurx
Healthcare Translation: Deep emotional connection and personalization
Description
Focuses on intimacy, dignity, and patient experience.
Goal
To create meaningful, lasting relationships.
Core Traits
Compassionate · Personal · Warm · Attentive
Strengths
High loyalty and satisfaction
Strong word-of-mouth
Weaknesses
Hard to scale
Can feel subjective
Best Niche
Fertility, women’s health, end-of-life care
Examples
Kindbody
Tia Health
Modern Fertility
Healthcare Translation: Reducing fear through humor and humanity
Description
Uses levity to make healthcare less intimidating.
Goal
To bring relief, honesty, and emotional release.
Core Traits
Playful · Honest · Human · Light
Strengths
High engagement
Memorable brand voice
Weaknesses
Not appropriate for all conditions
Risk of trivializing care
Best Niche
Mental health, wellness, education
Examples
Headspace
Duolingo Health
Healthcare Translation: Compassionate support, continuity of care, and patient dignity
Description
Focused on protecting, nurturing, and improving quality of life for patients, members, and caregivers.
Goal
To help others feel safe, supported, and cared for.
Core Traits
Empathetic · Warm · Patient-first · Reliable · Human
Strengths
Builds deep emotional trust
Strong patient loyalty
Resonates in long-term and chronic care
Weaknesses
Can feel “soft” or undifferentiated
Risk of underplaying innovation or outcomes
Best Niche
Home care, hospice, senior living, caregiving platforms, patient advocacy
Healthcare Examples
CareAcademy
Visiting Angels
Amedisys
Care.com
I put Caregiver for last because it would help to encourage thinking and give the other archetypes a chance to soak in.
Which one(s) best represent your company? And why?
Not sure which work best for your company? Feel free to comment or use the Contact form, and I can walk you through this personally.