According to the American Marketing Association (AMA), a brand can be defined as a “name, design, sign, term, symbol, or a combination of these things that are used to identify a product or a service and to differentiate from others.”
How does this relate to your medical practice or clinic?
Historically, patients have never been as empowered as they are today. They are more aware, more conscious, more updated, and more informative than ever before. They now hop from one brand to another and one site to another at a flick of their wrists. At the same time, we cannot ignore the significance of brand relevance. When it comes to doctors, practitioners, and care providers, brands are the ultimate beacons of trust. And it is this factor that can help you retain your patients and attract new ones.
Let’s look at the situation like this:
The more choices your patients have, the more significant these beacons become. In the field of medicine, to make your clinic and practice’s name stand out, you need to be smarter about branding and make the most of the trust factor. This is critical for you as a medical practitioner. If you successfully create a strong brand for your clinic, it will radiate trust and will do its deal to protect patients from running into the risk of the wrong choices.
But, of course, branding is not merely confined to the trust factor.
Clinics and practitioners who maintain a strong brand image outperform their competitors in every aspect. This is why many practitioners and doctors now approach branding more scientifically; while doing so, they have pushed healthcare marketing to new frontiers. Now, they are adopting and implementing marketing strategies to shape and build their brand by considering every perspective.
There are target audiences and niche markets for every product or service, but it is your utmost responsibility as a healthcare service provider to stand crystal clear about the image you want to create for your brand, and this affects everything from services offered to price and to the ultimate experience that your patients get. The focal purpose behind the brand-building game is to make your prospects know, like, and trust you so that whenever the need for your service occurs – when they are most motivated and ready to avail of your services – they only think about you.
This means that your brand should have a strong place in the hearts and minds of your clients and prospects. If I have to briefly describe the effects of your brand building, I can say that it is the sum of your client’s experiences and perceptions.
Branding is akin to a three-legged stool: It is based on visual, verbal, and experiential appeals. Creating a visual identity for your brand is the easiest part. It encompasses your logo, colors, design, social media posts, web design, app design, and everything about visual appeal. Verbal appeal for your brand involves your brand messaging, what you say, and how you say it.
For instance, do you lead with value, or do you lead with price? Do you want to reflect more authoritative tones or do you want to keep your communications conversational? Technically, your visual and verbal stances should be integrated and on the same page, leading to a where the rubber hits the road experience. Simply put, what you show through your visual appeal and communicate in your message, does the experience stay up to the mark?
Here I will walk you through these three pillars of branding and its sub-categories. Let’s dive in to discuss every important aspect that can help you elevate your branding or at least aid you in understanding why and how this is the crucial element in today’s digitally transformed era.
At Think Bullish, we help medical practitioners like you with patient acquisition and retention by rendering our wide array of digital marketing services. We use sophisticated analytics, insight-driven strategies, digitally enabled journeys, and customized engagement tools like landing pages to boost brand loyalty. Schedule a call with my team here to learn more about our services and all the incredible things we can do for you.
Why Is Branding Important for Your Practice?
Before we begin to discuss the nitty-gritty of branding and how you can build an impressive brand, it is important to first have an idea of why branding your practice is necessary.
Branding your clinic or practice is no longer a choice; it’s a necessity. Although there are many practical and vividly clear reasons to opt for brandings like digital disruption and others, to make things simple, I’ll explain a scenario.
Here is how it goes
So, let’s imagine that a new family just moved to the area where your clinic is located. The lady of the house holds a small gathering for her new neighbors. At the get-together, she asks about the best doctor in the area and how many of her new neighbors would recommend your name. If they highlight your name and elaborate it with features that they are impressed with, it signals that your branding is right on point. But, if your name is lost in the sea of sameness, it clearly shows that you have a branding problem.
To make the most of the opportunities like these and gain the attention of every possible prospect, a new, fresh, and better approach to branding is inevitable. As a practitioner of this modern world, it’s high time to update your playbooks and utilize technology in the best way possible to build your brand. As a result of the shift in social media trends, readily available AI tools, and shorter attention spans, the marketplace is evolving at an unprecedented scale. That is why, it is essential to brand your practice and ace it like a pro.
Benefits You Can Reap from Branding Your Practice
Branding is indispensable for your practice! We all know that digital disruption and well-aware patients urge doctors and other healthcare providers to opt for branding, but you also need to see your benefits in that. Branding your practice renders benefits to your practice in ways you cannot imagine.
The process is like a catalyst that simply speeds up the growth and success of your office. Many practitioners still naïve and unaware of its importance still regard branding as a buzzword rather than bedrock. However, strategic and intentional branding is foundational not only for the growth of your practice but also for its ongoing success.
Strong branding creates client expectations and beliefs. It reflects your story, your value proposition, and above all, your mission. While your clinic’s name and logo are important, these elements are not the brand itself: these are simply emblems to help your potential patients to identify and distinguish you from your competitors. Well-thought branding strategies are fundamental for your practice’s identity: You simply cannot imagine operating without showing your ideal patients who you are. And there are many other and almost equally obvious benefits to building a strong brand. Let’s look at some of the major benefits that branding your practice can give you.
Branding Reduces Perceived Risk & Restores Trust
Availing of services and treatments from a well-branded doctor reduces perceived risk. Your patients know that you invest a mammoth amount of money in building your brand and you will not do that if you don’t believe in what you offer. They know that a lot is at stake if you do all these branding exercises and remain unable to deliver outstanding quality treatments and services.
That is why people not only try out new brands but also stick to them if they are satisfied with them. Branding your practice successfully is not only refraining from talking about and promoting advanced tools and information. Practices and doctors that reflect positivity in their communication instill a sense of trust that health in any form is within reach. It also empowers patients to take charge of their health as well as strengthen brand loyalty.
Good Branding Serves as A Good Source of Word-Of-Mouth Marketing
Patients do not hesitate to refer and even talk more passionately about the brand they like and trust. With the right branding, you can enjoy cult-level loyalty of your patients, where they do not only stick to you but also become a source to bring in new patients through positive word of mouth and by referring it to others. This means that using branding and implementing effective marketing strategies to boost your practice and gain new patients is the ultimate gain you get from the whole exercise.
Impressive Branding Builds Up an Impressive Reputation
Reputation is a major factor in acquiring new patients, and branding can help you build and elevate your name and reputation. Working in close collaboration with many doctors and boosting their practice, I learned a few things about them. One idea that I often get when I work with medical service providers is that they don’t feel comfortable with self-branding. For your practice and for you as a healthcare service provider, the most valuable asset that you own is your reputation and you cannot just sit aside and let all the factors control this very important aspect. Instead of waiting for a good reputation to develop over time, you can actively take part in the process and shape your reputation through thoughtful branding.
Branding Attracts New Patients
Branding also allows you to attract more of your ideal patients as well as stakeholders. When you are in the business of healthcare and provide services or treatments, all you need are two things: ideal patients and great staff. When you have great branding in place, attracting new patients and staff goes on auto-functioning. Savvy practitioners don’t make an attempt to recruit everyone for everything. Instead, they accurately and intentionally target the patients and cases they want (for instance, cosmetically oriented patients, athletes, seniors, etc.). Branding is the core element that helps you in appealing to patients and other stakeholders you want.
Attain a Winning-Edge Over Competitors Through Savvy Branding
You can attain a competitive edge through the right captivating branding. We all know that healthcare is an industry that is characterized by cut-throat competition. This only highlights the need to distinguish your practice positively and highly. You are being compared to other similar service providers and practitioners, and branding is the only way to stand out.
Branding Improves the Worth of Your Practice
A branded practice is worth a lot more than a non-branded clinic. Economically speaking, a well-branded clinic often does a lot better than a non-branded practice. A practice that has carved out a sound reputation and maintains a proven marketing system commands more attention and business than any other run-of-the-mill practice.
Branding Your Practice from Scratch
There are many differences between modern-day patients and patients from decades ago. This is especially true when it comes to the way they choose their service or treatment provider and search for the best possible options for their treatment. This shift in patients’ behavior was deemed to occur given the massive amount of health-related information that digital disruption has placed in their hands. Consequently, practitioners now have no choice but to brand their services because their patients are now more informed, knowing their options and wielding the power to go to a doctor or practitioner they want.
The big question here is how to build a brand for your practice or clinic. Well, the answer is not simple.
Brand building is a continuous and arduous process, especially in today’s age, where branding for medical practitioners and doctors includes a blend of digital strategies to attract, acquire and retain new patients.
Practices that have a solid system for patient acquisition and retention are clearly the ones who know that their patients conduct extensive research about the expertise, specialty, reputation, and accomplishments of a doctor before choosing and deciding to go to them. These practitioners also care about how their existing patients feel and tell others about their experience after an appointment. Therefore, branding your practice in this age of healthcare consumerism must include patient-centric digital efforts through which you can nurture satisfactory and long-lasting relationships with your patients.
Digital disruption has changed everything. There are innumerable ways in which people take their virtual phone into the physical world and rely on this device to empower them and find out more about everything. They have information available at their fingertips, and now they are not only learning about the pricing of your services and treatments, but they are also getting to know more details about you, where you are coming from, what people are saying about your services, and what are the differentiating factors between you and other similar practitioners.
In this age, where your patients are more aware and informed than ever, strong brands
should make the most of some of the factors that set a strong foundation to build the image of their brands.
These foundational factors include:
- A clear understanding of your patients
- Profoundly understanding your market based on rigorously tested grounds
- Well-defined vision and mission for your practice, communicating it creatively to your patients, and spreading the message about it in your market
- Brand consistency is important because an impressive brand experience delivered across all touchpoints consistently improves brand perception and drives business performance.
You can easily see in the above-mentioned fundamentals that building a brand is a complete process. The life cycle of your branding starts with identifying your patients’ needs and developing an understanding of them to classify them into a segment and then follow suit to make an everlasting impression on them to gain new patients.
Winning your race in a particular segment can be a lot easier for a practitioner when the wind of a strong trend is followed – for instance, major behavioral transformations, such as dietary changes, or demographic evolutions, such as aging baby boomers. These trends can be your main arsenal to win the war of branding. All you need to do is identify these trends and target them to make the most of the opportunities they present.
Once you determine a trend you can exploit, the next step is to analyze its impact on the patient landscape and determine the profitability of the created segment. Segments that are expected to grow rapidly may not stay profitable down the road, so it is imperative that you translate growth projections into dollars and even cents.
Once you have your eyes set on the most promising and lucrative segment, the next step is to rethink the brand, which is an increasingly complicated process. The proliferation of brands and varied dupes have greatly reduced the return on shrewd advertising campaigns. Merely associating a sports star with an athletic shoe brand won’t reap substantial results anymore. Today, building your brand in a cost-effective way demands knowing precisely what your prospects care about and then tailoring your brand accordingly.
There are many sophisticated and proven analytic tools and approaches that provide you insight into what your prospective patients care about and expect. But these tools and approaches become effective when you combine them with conceptual clarity in first elaborating on a brand and then making an attempt to deliver it through several touchpoints. First defining your brand and having clarity about it and then moving on to build your identity and communicating it to your prospects is a systematic process in which one successful step takes you to another one and you ultimately end up creating a brand.
Also, read: Advantages & Disadvantages of Social Media Marketing vs Traditional Marketing
Strong Brand Identity & Brand Equity
As the name suggests, brand identity means your logo, the colors that you use, your social media posts, your website, and landing pages. But of course, it also refers to the values and benefits you offer and the kind of services that are synonymous with your brand name.
These identity aspects of your brand work in conjunction with generating brand equity for your practice. To protect and enhance brand equity in the omnichannel age, marketers must embrace a new approach. Today, as your patients are highly aware and conscious, having a state-of-the-art clinic, won’t yield you any equity. But, to generate equity for your practice, you need to put in consistent efforts throughout your branding spectrum.
Finding Your USP
In a world full of fancy things, who would want to be a simple and plain practitioner or provider? Just talk to any doctor, and you will find that each one has something unique about his or her work. For some, it is the unique and rare treatment that they offer. For some, they have the staff that sets them apart. For some, their state-of-the-art setup brings uniqueness to their brand. No matter what, every doctor or clinic does have something different to offer. While branding your practice, all you have to do is find that USP and communicate it in your brand messaging.
When you establish a unique brand identity for your practice, you often succeed in attaining the status of the market leader. This aspect of being a market leader also helps you gain new patients and boost your practice. When you position yourself as a thought leader or a reputable expert in your field, you naturally attract more and even better patients who search online extensively while making the decision about a provider.
While working on your USP and communicating it through your brand messaging, you must also consider your ideal patients’ attributes, feelings, and values because these are the factors they consider while deciding which practitioner they should choose.
You can set the name of your clinic apart by being outspoken about what you stand for and clearly communicating in your messaging how and why you implement these values in your practice. Just like you target your patients specifically, your brand messaging should also be very targeted, reflect the language that your ideal patients use and make your message compelling enough to urge your patients to take the desired action.
However, it is important to mention that sharing your story, values, USP, and the services you offer is not enough. You must also fuel these conversations further by using interesting and engaging content that your patients can latch on to. Your efforts in this regard should be continuous rather than a one-shot stunt.
Whether it is the healthcare industry or any other sector, only successful brands leverage the power of the uniqueness of their business through continuous and ongoing communication and positioning of their unique selling proposition.
Well, where all of these things about USP are quite true, the real dilemma for a practice emerges when they can not find anything to bring to the forefront as their USP. Even in that case, there are tools and resources to help you. According to a report by McKinsey, there are many practitioners who struggle to cater to their patient’s unique care needs.
The good news is that there is a plethora of data and AI-powered tools to get your hands on patient feedback and then analyze it to know what your patients are actually looking for. For instance, sentiment analysis is one of the tools that you can utilize while creating your campaigns. Using these types of tools not only helps you highlight the differential factor about your brand, but also helps in improving your services and patient experiences.
Creating Identity Through Well-Designed Website and Landing Pages
The website of your practice or the landing pages that you design for specific campaigns not only help in making a first impression about your brand, but these tools also serve as an incredible source to convert prospective patients into actual appointments. You may have your SEO and marketing game on point, but these stances won’t reap results if you don’t have a functional, user-friendly website or landing pages. Your website and landing pages are the most important brand assets. While designing and building your website or landing pages, pay immense emphasis on ease of use. Your target audience should be able to find the information they are looking for, schedule appointments, or call your office for more information easily.
Prioritize Patient Convenience & Improve Brand Equity
One of the strategies that you can use to improve your brand equity is always prioritizing convenience for your patients. When you do everything by considering ease for your patients, this convenience factor will become a distinguishing factor for you and will help you create great brand equity. Now, how can you create convenience for your patients? There are different ways to do that, but if we only talk about digital strategies, there are a number of ways in which you can enhance their experience.
A survey conducted by McKinsey suggests that most patients now prefer faster appointments
with a shorter waiting time. The report even revealed that 58% of patients prefer practitioners who remind them about appointments through phone, text, or email. Patients increasingly demand to have digital communication and one-on-one sessions with their physicians. It signifies that you can set your brand apart and create a strong identity for your brand by utilizing digital tools like video or virtual visits, apps, online chat, and two-way SMS.
When you use these tools, your practice or brand name appeals more to patients, and your patients get to access quality care right at their fingertips.
Reputation Management
90% of the U.S. population uses social media, and more than 80% of patients rely on online reviews before they select a practitioner. These stats and figures are worth paying attention to because the feedback and reviews your patients leave on social platforms and other popular review platforms can make or break your ability to gain and attract new patients.
Some practical and useful strategies to build a sound online reputation include devising a review generational plan and collecting reviews from existing patients actively and then promoting that.
It takes years and decades to create equity for your brand, but it only takes a heartbeat to destroy your image when something bad happens. The fast-paced world in which we live today does not allow you to wait for quarterly reports to track your brand progress. In fact, waiting for even a week would be too long. The good news is that advanced tools and resources enable you to keep track of everything in real time with accuracy. Therefore, it is important that you keep track of all your social platforms and keep an eye on all your Instagram ads and Facebook ads.
Keep Your Platforms Updated
Nurturing the communities that you serve through your practice should be at the heart of your branding strategy. This means that your efforts should go beyond maintaining your social presence. You need to shift your focus from having a large number of followers but limited engagement to building an online community that is actively engaged.
You should cultivate a community that mentions your brand in social media posts, share your posts on their timeline, tag friends and stay active on your social profiles. If you are able to leverage this level of engagement, it ultimately translates into higher conversion rates and better brand equity. So, don’t just post Instagram reels for the sake of following the trend but also cultivate a connection through these platforms.
Brand Messaging
Precisely, brand messaging is all about how your brand communicates and what it communicates. Working on your brand messaging means streamlining your communication about your practice, which is informed and in line with your strategy to reflect your unique value proposition to your ideal patients.
The main objective of integrating your brand messaging is to make sure that you are communicating the right things at the right time. While doing so, you are also encouraging others to spread the word about your practice. This means that your brand messaging includes every form of communication you have with your ideal patients, existing patients, and other stakeholders. The way you describe your practice and what it stands for on your website, the tone you use to craft copy for your compelling ads, the information you put out there on your blogs, and various other mediums and tools of communication that you use to put your message out there.
Finding Your Unique Brand Voice
We are living in an era where your patients are bombarded with hundreds of messages every day. As a result, they are more selective about what message they will pay their attention to. This simply signifies that gaining your patients’ attention is a rare commodity. To make an impact in such a situation, your brand messaging must be clear, unique, and powerful.
When we talk about messaging, the number one thing that comes to mind is reflecting your brand as originally and authentically as possible – this is especially important if you are just starting to build your brand.
The real question is how to find your brand voice and use the same to boost your practice. You must open the pandora box that reveals your unique voice using which you can communicate your brand messaging.
You may find it quite challenging to find your true brand voice at first. But it’s not as difficult or expensive as you might think. You can discover your unique brand voice by tapping into your passion, mission, and vision with which you carry out your practice.
Also, read: The ONE Secret Ingredient to Attracting New Patients
Reflect Your Unique Brand Voice to Generate Emotional Resonance
In the last few decades, brands’ usage of email, social media, and other digital channels has drastically increased. In fact, using these mediums to communicate with your audience has become a necessity now. This trend also opened up new and creative avenues for doctors and medical practitioners as well, who otherwise used to struggle to portray their stories and stances, and communications. We now witness healthcare providers launch genuine, authentic, and purpose-driven campaigns to educate their patients and guide them to make informed decisions.
Today, we are living in an era where technological advancements and shifts in patients’ behavior enable marketers and brand builders to connect with their ideal patients in their communities and, in turn, generate strong emotional resonance.
Personalized Messaging
Nowadays, personalization is the name of the game that promotes top-line growth and allows your clinical brand to foster better and strong relationships with your patients, resulting in increased revenue as well as increased loyalty. Gone are the days, when most brand-related efforts and KPIs were measured based on a rough assumption of “average patients.” Now, all thanks to advancements in data quality and analytical tools, metrics, and messages can be personalized to ever-specific target groups or micro-need occasions and states.
The ability to create these specific models of segments and track granular growth enables you to measure brand performance and then optimize it across all touchpoints, often at the level of individual patients.
Your Content & Blogs
In this modern and technologically advanced world, it is common for people to turn to their smartphones to find out and compare prices whenever they shop for any commodity. Similarly, it is natural for them to look for information about healthcare concerns and services exactly the same way.
In the U.S., almost 80% of web visitors search for health-related information on the Internet. This startling stat makes it inevitable for you to work on producing healthcare content, brand it with your name, tone, and value and publish it. Meaning, if you have a website for your practice, you must also maintain a blog section on it. You can use blogs to boost your practice, but you can also use this medium to brand yourself or your practice.
You have to publish educational content in your blog posts,, which will help you gain the attention of prospective patients looking for information online in the initial stages of the patient journey. One of the factors that can help you with blogs with regard to branding is that when you write these articles, blogs, or post content, you attempt to reflect thought leadership in your specialty by leaning on original, authentic, and profoundly-researched content.
Optimize Your Content for Search Engines
While you work on your messaging and produce content, you must also strive to optimize your content for search engines. SEO is a must-have factor for Google and other search engines to bring your ideal patients to consume your content by promoting your website rank on SERPs. Optimizing the content you put out there is indispensable in physician marketing because most of the SERP clicks only lead to the first three results.
Use Branding to Get an Edge Over Competitors
It’s not hard to witness that even in the field of healthcare, there are many practitioners that are building their brand name by adopting a more scientific approach-and while doing so, they have brought branding to new frontiers.
These are the clinics and practitioners backed by a mammoth amount of capital and resources to invest in the pursuit. But, if I talk about practitioners who are a one-man army or are just starting to expand, I can say that the key for them lies in forward-looking segmentation to identify their ideal patients and have a clear understanding of their needs.
You don’t necessarily need to spend on large research projects to get this understanding; deeply studying your current patient’s list, keenly observing practitioners who are already on top of their branding, and cheap internet-based surveys can enrich you with valuable nuggets of information.
Combining this wealth of information about your ideal patients with readily available yet sophisticated statistical tools would put you in a position to practice more versatile marketing ideas to grow your business and undertake all the branding exercises with more accuracy and precision than ever before. Precisely, using your branding to get an edge over your competitors requires a more thoughtful, rigorous, and agile approach.
Now, the real question arises: how can you implement agile branding strategies when there’s a cap on your resource and budget allocation? There is no denying the fact that in today’s digitally revolutionized arena, adopting an omnichannel strategy (a strategy that encompasses all channels: social media platforms, emails, websites, apps, clinical settings, etc.) helps you attain tangible brand value. But, instead of rushing to implement this strategy blindly or approaching it haphazardly, you should step back and think about how you can actually make the most of this.
To drive brand value for your clinic or practice by excelling in omnichannel urges you to have a laser-sharp focus on value creation and consider both strategic priorities as well as your patient’s experiences to create the most powerful omnichannel strategy.
Partnering Up with An Agency
Most practitioners and healthcare providers who want to take their practice to the next level but are faced with the limitations of budget and resources opt for an agency to do the job for them. These agencies are equipped with the right talent and tools. Partnering up with these agencies can significantly help you in driving growth and navigating ever-expanding and complex channels, technologies, and platforms. Having the right marketing partner by your side will aid you in building a stronger brand value and sustaining it over the long haul.
Like any other aspect of running a practice successfully, hiring an agency is also easier said than done. The whole process of finding the right ones, hiring them, and maintaining a relationship with them can be a challenge. There are so many intricate details that are involved in it, and you need to consider them all carefully.
As a healthcare service provider, when you want to create ever-lasting brand value, excel in your marketing game, and ultimately gain a competitive edge, you need to consider whether the agency you are considering partnering up with possesses the expertise to navigate emerging channels and if they have capabilities to sail where the market is heading.
From integrated ideation sessions to effectively executing these ideas, your stance to evaluate and pay an agency should not just involve how they have helped raise awareness about your services, click through rates and increase site traffic but also their overall contribution to patient acquisition and retention.
In addition to the agency’s capabilities, talent, and pool of services, you also need to describe the various dynamics of your relationship clearly. In short, you need to have a concrete plan with clear swim lanes that highlight what do you expect from your agency, how you are expected to work together, how to coordinate with you and your team, and when to report and share results.
As I have ample experience running an agency, I can spill the beans here and help you manage your relationship with your partner agency. I am not biased, but it is imperative to mention that carving out an effective relationship with your agency is a two-way street. While you expect reasonable results from your agency, it is also important that, as a client, you must have a clear understanding of your internal operating model and goals. Having a clear understanding of these things will help you avoid rework and ensure that different departments of your clinic are not asking for the same thing from the agency.
Establishing an ongoing and regular dialogue with your agency is vital and must go beyond quarterly business reviews. Maintaining a cadence enables you and your partner agency to be proactive and to execute, test, refine, and optimize performance continually.
Sustaining a Competitive Edge Through Continual Branding Improvement
Even when you are able to create value through the right branding for your practice, your work is not finished here. When you gain a competitive advantage, you must direct all your efforts and energy to sustain it for the long haul.
Whether you are implementing an omnichannel strategy or acquiring the services of a reputable agency, all your efforts and investment should be made by keeping foresight in mind. However, merely possessing a long-term perspective is not enough to reap desired results, let alone sustain it for a long period of time.
Your practice must also be adaptable and catch up on new trends and ideas. For instance, if your patients are on TikTok, you must consider marketing and branding your practice’s name on TikTok. It’s all about adhering to your patients’ demands, likings, tastes, and preferences.
This not only holds true for marketing and branding but with every operation of your practice. Even your clinical experience for your patients should meet their expectations or I’d say exceed their expectations if you want to use your brand value to sustain an edge over your competitors for a longer period of time.
Wrapping Up
There is no surprise that if done scientifically and artfully, branding can be a great growth driver for medical practitioners. Embracing advancements in technology, adopting innovative approaches, and utilizing collaborative structure can aid doctors and practitioners like you to pivot branding and use it to boost your practice. You need to view and consider the above-mentioned exercises and strategies not as a cost but as measurable bottom-line gains that not only grow your practice but also drastically improve your patients’ experience.
Developing strong and captivating branding for your clinic takes a lot of time, energy, and resources. How result-driven branding will be highly reliant on how well and how quickly you grasp an understanding of your ideal patients, build or outsource capabilities, and use data and modern techniques to portray yourself as the market leader.
Undeniably, in today’s fast-paced era that extends unlimited choices and is characterized by a rapid evolution of patients’ needs, brands really do matter, actually more than ever. As discussed above, a strong brand fully utilizes digital marketing, omnichannel presence, data science, and agile processes and methodologies to reach ideal patients, communicate more compelling messages, and ensure that its practice’s name stays consistent with what it promises to deliver.
Of course, we also need to consider impediments that may hinder our way to solid branding and reap its magnificent results. Lack of resources and limitations of marketing budget are often the most common obstacles for your brand to reach its full potential. The ideas that I have discussed above suggest that as a practitioner, you can build an equally appealing brand despite being limited with your budget with forward-looking and accurate segmentation and by utilizing sophisticated analytical tools and useful data nuggets that improve the precision of delivering and defining a brand.
The notions and principles of branding that I have discussed in this post are practical and derived from my years of experience working with hundreds of practitioners. Implementing these ideas requires persistence and an open mind, but it surely defeats placing bets that may fail to deliver.
If all these strategies make absolute sense to you, but you lack the time and expertise to implement these for your practice, worry no more! Schedule a call with my team here and get detailed information about our services. You’ll be surprised to learn how we can take things from scratch all the way to the top.
Don’t forget to check other useful guides covering different aspects of healthcare digital marketing.
Zack Siegel
Founder/CEO
Zack is a conversion rate lover and PPC ad man spending most of his time optimizing.
He’s an avid bookworm, Chipotle’s most valued customer, and pursuant stand-up comedian…
We give him reality checks every day.