Tag Archives: branding

Branding Your Medical Practice

For the brand owner a brand may begin with an idea. In the case of medical marketing, your practice is the brand and your patients are the consumers. For the consumer, however, a brand is truly born when you deliver it to them. Branding delivery is a perpetual process that occurs every time a consumer or patient comes in contact with your brand.

The Importance of Branding

 


Although advertising has the crucial purpose of setting up products and services, brand delivery is the moment of truth, advertising is one big “I can…” speech that influences brand delivery and for a successful brand delivery it is imperative that advertising is in harmony with the brand potential.

While embellishment is advertising’s nature and as a brand marketer you can’t do without it, what you need to understand here is that the wider the gap between your brand’s promise and its ability to fulfill it, the harder it is your brand to land on the other side where eager consumers await. Make sure they’re waiting for something that you can ultimately provide.

 

First Position; Verb, NOT Noun

Brand positioning is important for your brand to connect with the maximum number of the relevant people. Being at the wrong place at the wrong time can kill you. The same is true for your brand. Faulty brand positioning can waste a perfectly good brand.

When launching your brand you have to position it properly. The position of your brand is clear in your mind as “Number 1”. However your brand’s ‘position’ in the eyes of the consumer is a different concept.

As far as your products and services are concerned, consumers view the world looking for things that will fulfill their needs & wants and solve their problems. Good brand positioning practices are all based on a simple premise: You have to be very clear how your product/service will fulfill each need/want or solve what problem, for which types of people.

The procedures involved in product positioning cover market defining, mindshare determining, defining product space, determining product’s location in product space and determining the ideal vector (the target market’s preferred combination of attributes/dimensions). All of them are based on the above mentioned objective that can also be explained as: Examining the fit between a) The position of your product and b) The position of the ideal vector.

 

The Obvious, the Interesting and the Sad

It’s obvious that every brand owner/marketer craves brand loyalty.

The interesting thing is that consumers crave brand loyalty too! People have a desire (albeit subconscious) to be associated with a good brand, even if it means as consumers.

The sad part is that only a few brand owners are able to appreciate the consumers’ desires and achieve brand loyalty.

 

Expectation Satisfaction VS Customer Satisfaction

 


Everyone knows what customer satisfaction is and how it’s important for good branding. The problem is that when launching a brand, its owners usually fail to comprehend the ‘customer’ part of customer satisfaction. A new brand HAS no customers! So how can you ‘satisfy’ them? What they should be doing is focus on satisfying ‘EXPECTATIONS’ of PROSPECTIVE customers.

Customers in general have expectations from a brand before it is launched. Your advertising and marketing efforts are (or at least should be) the primary factors that shape that expectation. For brand owners looking to launch a new brand, or launching themselves at launching brands (newbies) the words ‘Expectation Satisfaction’ should mean more than the words ‘Customer Satisfaction’. Because if your brand doesn’t satisfy people’s expectations with it, the people won’t become your customers and this will kill your new born brand in its crib.

 

Patients’ Eyes Only

As a brand owner it’s understandable that you love your brand and hope that good branding will enable consumers to see how good your brand really is. The thing is that the difference between good branding and good brands is…NOTHING – not in the eyes of the consumers and the eyes of the consumers are the only ones that matter! If you appreciate this basic branding lesson, you have started in the right direction to launching a successful brand.

 

If you need help growing your medical practice, contact our consultants at Grow the Practice at 1-800-383-1148 or visit www.growthepractice.com!

Business Planning for Your Medical Practice

Business Plans are often used to get funding or for internal purposes. A business plan can be a resource guide to increasing productivity, achieving sustained profits, and to establish relationships.  When you create a business plan, you put into writing the business concept, analyze the market, and state how the company will manage finances, but what happens after the business plan is finished? That’s what we’ll be discussing in this blog.

The Process

Internally, you can use a business plan to give insight into how your company intends to grow and do business over the next five, 10 or 20 years. This insight can be directed towards your new employees who want to feel like they can build a future with you, long time employees who may feel jaded as to feeling like a simple cog in a machine. People like and want to feel that they are a part of something. When people see something they are a part of grow, they feel they’re growing as well.
When your business is up and running, its easy to get caught in the day to day grind. Sometimes you might catch yourself taking a glance at “the other guys” and that’s where taking a look at your look at your business plan comes in. When putting together your plan, you likely listed local and regional competitors as well as doing a SWOT analysis. Use your business plan to reflect on some of the competitors that have had to close up shop. Enjoy the win. You might even look at one of your competitors and see them as an opportunity for expansion. If you’re business is rocking and rolling, you might be able to expand your business by buying out one of your competitors.

Suppliers like working with companies that can pay and can do business over time. If a supplier is selling to your company on credit–letting you take delivery of goods and pay for them later–that supplier is your creditor. Suppliers who allow invoice selling have the same legitimate interest in your business’s strategy and soundness as does a banker. Suppliers want to work with business with a history and a future so having a business plan to offer them can show them that.

 

The Outcome

After you have your business plan written, don’t be afraid to show it to people who matter other than your bankers and investors. The people who you do business with and do business for you should see that you have an idea of where you’ve been and where you’re going. You and your executive team may even need a reminder.

 

If you need a business plan or your company needs help to realign itself with your old business plan, give us a call at 1-800-383-1148 or visit www.buildtheplan.com.

4 Tips to Boost Your Practice’s Social Media Marketing

It is no secret that the power of social media is growing throughout all facets of society. Social media is becoming a major source of information for clients and patients to gain knowledge about various topics and conditions. It is vital that your practice has a strong social media brand in order to garner a following of patients and prospective patients that will utilize your trusted and respected services!

 

 

1. Develop a Business Brand

In business, it’s said that your brand is composed of the things said about you after you leave the room. A brand should be authentic, consistent and provide a meaningful experience. In order to gain a significant following on social media, it is key that you develop and hone a brand for your practice.

 

2. Share Quality Content

When determining what should be posted to your social platforms, it is necessary that you share content that is relevant to your practice and your followers. Engagement is key when growing your social media influence; therefore, the content you share must be consistent with your brand. Content can be shared in the form of infographics, blog posts, videos and photos.

 

3. Connect with Fellow Physicians and Professionals

Networking is essential to growing your business both offline and online. Through connecting and following fellow industry professionals, you can attract the attention of prospective patients. A simple comment of support on a photo or blog post goes a long way in social media!

 

4. Post on Schedule

Developing a posting schedule catered to each platform ensures consistency for your target audience. For Facebook and Twitter, posting in the early afternoon is ideal for maximum reach. On LinkedIn, early morning postings are best, whereas for Instagram, the evening hours are ideal. Utilizing a social media management tool such as Hootsuite is a great way to spread content and posting schedules on multiple platforms.

 

 

Are you interested in learning more tips about growing your social media following? Grow the Practice is happy to help your practice reach its social marketing needs! Call us at 1-800-383-1148.