Branding Your “Branded” Medical Practice
When you hear the word “brand,” your first thought may be a logo or a tagline, especially if you are tied to a branded health system. However, branding your medical practice is much more than that, and more complicated. Your medical practice brand should create a unique space in the minds of your key customers and help you attract new patients.
The goal behind a branding campaign is to develop messaging that will raise awareness and engagement among potential customers. It should help you stand out from the crowd and then get customers to use and prefer your practice so that when the need for your services arises, they automatically think of, and choose, YOU.
So, what does this mean to your medical practice?
Defining your brand will help you identify where you are now, and where you want to be in the minds of your customers. With this information, you will be able to chart your future course, prioritize your plans, use your resources effectively, inspire your staff and stakeholders, and ultimately increase patient volumes.
So, how do you go about building a brand for your practice? Here are four strategies:
1. Identify your core competencies
You must first identify your where your practice is now, in terms of core competencies, including:
- market trends
- key services
- unique benefits
- target audiences
- as well as customer knowledge, attitude and usage
The goal is to identify the unique equity (your overarching market position) for your medical practice and the appropriate strategy. This includes brand platform, essence, and overall “story” to the marketplace that appeals to the unique traits and needs of your prospective patients.
2. Determine your brand story
Uncovering your unique equity will help your practice discover your core brand story. In addition, you have the challenge of complementing the system brand for your enterprise. Springboard’s approach to positioning engenders a greater appreciation of your brand essence and generates an in-depth understanding of your brand promise to the marketplace.
Your medical practice story should encompass the common strengths, personalities and competencies of your physicians and office staff. This will help develop the most effective and powerful ideas to communicate the new brand platform.
3. Engage internal audiences
Once the desired brand position has been established, you must ensure that brand is reinforced by all members of the practice.
Your brand is something your patients feel, hear or see when they visit your office, interact with you or deal with your staff. It includes all touchpoints with of your practice; from the sign over your door and the usability of your website to the educational and promotional collateral you provide to patients, such as brochures and direct mail.
The success of your brand ultimately depends on your patients’ experiences, and how they perceive your practice. Energizing and engaging your internal audiences is key.
4. Promote your story to external audiences
Now it is time to deliver your story to your target audience. This process involves developing the most effective and powerful ideas to communicate your new brand platform, then promoting your messaging via online and traditional marketing tactics such as websites, landing pages, digital and social marketing, print ads, online videos, etc.
In terms of communications, Springboard believes there should be a smooth transition of the brand strategy into creative execution and market implementation. The key here is that the brand strategy does not get “lost in translation” when bringing it to the marketplace.
Springboard has full-service capabilities in the development and implementation of brand strategies and communications programs, bringing campaigns to life in all media; traditional and digital. Contact us today to learn more about how we can help develop and tell your brand story.