Why Brandingthe objective is to establish "branding" so compelling that patients choose you over your competition. Branding so powerful that your prospects realize that they would be foolish to go elsewhere. Branding is not very common in private healthcare practices, but has been emerging with physicians begging to understand the necessity. You can build and accelerate your reputation through branding. We understand that many doctors are uncomfortable with the idea of "tooting their own horn." However, since your reputation is your most valuable asset, are you willing to leave it entirely up to factors outside of your control? So the good news is that most of your professional colleagues are not trying to brand their practices. The even better news is that the practice that successfully brands itself will take a strong lead above the competition. Your brand is your promise to deliver a health care experience for your customers that is specific and unique to your practice, organization or company. Establishing and building this brand is the first step toward successful marketing. We work closely with our clients to help them identify, define, build, communicate and manage their brands.
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- People prefer to buy brands because they reduce perceived risk.
- People buy brands for status.
- People refer more often and more passionately to a brand they like and trust.
- Branding will give you a competitive advantage. In a competitive market environment, which means just about everywhere, your practice needs to stand out in a positive and highly distinctive way because you are being compared directly to all others. Branding will help you stand out.
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Positioning is communicating the right message to the right people at the right time. It is how you create an image or identity for your brand in the minds of your target markets. And we have been helping our clients do this successfully for more than two decades. Positioning must be: - True (if you say you're experienced, you'd better be experienced)
- Differentiating (not saying the same thing everyone else says)
- Memorable (you are competing with 3,000 messages a day)
- Compelling to your intended target audience (don't look too expensive when dealing with
lower-income patients, for example) Doctors are likely to think more in terms of equipment such as technical sophistication, hardware, or clinical quality such as skill level, training, peer reputation. But the public values service such as easy access, the amenities, or the ease of scheduling. These are the value-added items of products or service differentiation. |
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