Individuals have personas. Organizations have brands. What do you want your organization to represent? How do you want your patients or prospective patients to define your practice? The answer to these questions involves branding.
Too often organizations overlook their brand as a fluff item. In reality, your brand is an asset. It is the visual and experiential representation of your offerings. If you are initiating a new practice, adding a partner, or adding services, your brand and how well it is put together creates the foundation for patient acquisition and retention. For today’s health care consumer, you want to provide value while differentiating your services. But don’t think that branding is only important to the new practice. In a fiercely competitive market, having a well-hone brand is an insurance policy against patient attrition.
Building a brand is a thoughtful effort that takes consistency and time. There is no right brand. The brand should be what you, as the practice owner, want it to be. Each component to your brand adds to a robust experience for your patient. What does that mean exactly – each piece needs to fit together with the patient at the center of the experience.
The ABCs of Practice Marketing
A – All about the patient. Truly walk in the patient’s shoes to determine how your practice can best serve the patient’s needs while standing out in the delivery of those needs. What are you giving to your patient? Think through their experience and make sure you tailor your service to deliver on the expectation you are creating for your patient. For example, if you promise comfortable care – will the patient feel comfortable talking to you, post exam, in a paper johnny? Allow the practice operation to provide for time for the patient to get dressed and then have some consultative time.
B – Be Inquisitive. Brands are not static and can evolve and hopefully improve over time. Be the expert in medicine and let your patients be the experts in the service you deliver. Ask them about your service. Conduct surveys to see what is working well and what might be improved. This is a good step to take when starting or changing things in your practice. Ask, ask and ask. It is amazing how much information you can receive by simple market research. Then, use the specific information you glean from your patients to refine your services and enrich your brand.
C – Communicate well. Depending on what you choose as your brand will stipulate what you communicate but make sure that you communicate well with your patients. You can set up a variety of communication vehicles. Some of your patients may prefer to use the internet for information so be sure your website has the information you want these patients to have. Others may prefer a newsletter that they can physically handle. For these patients, have links to e-newsletters so they can download information from your site. Keep in mind the phone remains a key vehicle. Obtain cell phone numbers so you can text appointment reminders or alerts when the physician is running late. And, make sure that the face-to-face contacts are intentional and not the by-product of a busy day. If you brand promotes welcome and friendly, you will want to make sure the patient is greeted upon arrival and that you and your staff are familiar with their needs so you can make them feel like an important guest.
Be sure your brand puzzle fits together. You know who you are targeting and what makes your practice different. Follow through on this good planning with daily delivery of important brand-building components: messaging, look, feel and flow of the office and staff professionalism. Every single interaction should incorporate your brand philosophy.
Tags: marketing = service, physician marketing, practice branding, practice marketing
