Why is it Important to Brand Your Medical Practice?
The healthcare industry is one of the least to acknowledge and appreciate the impact of branding. Medical practices are even further behind the branding trend, and that is serious challenge as patients increasingly shopping around for better healthcare providers.
Now, more than ever, people can access medical information and educate themselves. With knowledge comes power, as patients move towards making their own decisions about who cares for them and not solely relying on referrals from other physicians.
It is imperative that private medical practices, as well as doctor’s surgeries and clinics differentiate themselves and build a brand that prospective patients will recognize and respect. From the inside of your medical office to your building’s exterior, parking and signage; branding can help you attract new patients and place your medical practice at the forefront of patient’s minds.
What is Private Medical Practice Branding?
Branding is the process of differentiating your medical practice from all other practices in the industry. Branding takes into account the “look and feel” of your office, you and your staff, your materials and every other detail that gives your patients clues as to who you are and what you value.
Brand awareness is: a trademark or logo, and – most importantly – the beliefs and expectations that your client hold about your services. This is in addition to the beliefs and expectations that they hold about your private medical practice.
A successful branding program will help distinguish you, and your medical practice from your competitors. It will be based on you – your personality, your special services, your BRAND.
What Are the Benefits of Private Medical Practice Branding?
The following are benefits of branding a private medical practice:
1. Branding will help build patient loyalty – attract and retain patients.
2. Branding can help leverage specific products or services, even in a commodity market.
3. Branding can help maintain pricing and differentiation of products and services even in.
4. Successful branding can help you enter new markets or develop new products or services.
How to Create a Brand For Your Medical Practice:
Brand development is an important component of effectively marketing a private medical practice. A brand is defined as a name or logo that identifies a company. While that’s true, branding goes way beyond that basic definition. A brand conveys a message to a company’s target market that defines its core values and promised experience for consumers who connect to that brand.
Here are questions to help guide you in building a brand for your Private Medical Practice:
1. Who are you?
The most effective brand-building efforts begin with a thoughtful and critical look at who you are.
2. What do you do?
You need to make it very clear what exactly you offer.
3. Why does it matter?
What difference does your practice make to the community?
How to Implement Branding for Your Private Medical Practice:
Logos are a powerful visual tool to build your brand. A logo is important because it creates an immediate connection to the brand.
Here are tips on creating a good logo for your practice:
1. Use one logo on all correspondence.
Don’t have a variety of logos for each service line or initiative – this only confuses people.
2. Ensure your logo is well designed.
Design matters. A well-designed logo, not only looks clean and professional, it also represents your core mission.
3. Differentiate through visuals
It’s challenging, but stock photography and common images associated with healthcare – such as the Asclepius symbol of two serpents wrapped around a Swiss cross can be manipulated in a creative way to match your target market.
Romeo holds a Master’s Degree in International Relations and is the author of eight eBooks, a book and numerous articles, whitepapers and best practices on retail loss prevention and profit protection. His upcoming eBooks and books on Retail Store Design, Visual Merchandising, Retail Loss Prevention and How to make 7 Figures Annually as a Lawyer, Accountant, Business Consultant, Private Security Firm, Private Dental Practice, Private Medical Practice and NGOs & Public Sector Finance Management will be published in January 2012.