The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Branding in a Medical Context
How does this relate to a medical practice? Our patients today have access to more information than ever before to help them make a decision as to whom they choose for their medical procedure. There are markets and target audiences for everything but it’s your job as a medical practitioner to be crystal clear about the image for which you’re aiming and how that influences everything from services performed to pricing to patient experience.
Maria Ross, in Develop Your Brand Voice, Three Keys to Killer Messaging says, “The goal of the brand-building game is to get prospects to know, like and trust you so that when the need for your product or service arises – when they are most ready to buy – they think of you first.”
According to Laura Lake in What is Branding and How Important is it to Your Marketing Strategy?, the objectives that a good brand will achieve include:
- Delivers the message clearly
- Confirms your credibility
- Connects your target prospects emotionally
- Motivates the buyer
- Concretes user loyalty
To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Your brand resides within the hearts and minds of customers, clients and prospects. It is the sum total of their experiences and perceptions.
Branding and Social Media
How does social identity affect your brand? A patient’s first encounter with a physician is often through its online presence. 90% of 18 to 24 year olds surveyed said they would trust medical information shared by others on social media networks. 41% of patients said that social media would affect their choice of a specific doctor, hospital or medical facility. 60% of doctors say social media improves quality of care that patients receive. Providers should take advantage of the trust consumers have for them over other health companies.
Creating and establishing a brand takes time and effort. Maria Ross offers:
“Brand is a three-legged stool: It is conveyed visually, verbally and experientially. Visually is the easy part: your logo, your colors, your design, your packaging. Verbally is how you talk, what you say, and which messages you convey. For example, do you lead with price, or do you lead with value? Does your company speak in conservative, authoritarian tones, or are you more playful and whimsical in your copy? Ideally, your visual and verbal promises should align and lead to where the rubber hits the road: experience. In other words, once you’ve promised me the potential customer or client, something verbally and visually, does the experience match that promise?”
A Consistent Brand Builds Trust
Einstein once said, “If you can’t explain it to a six-year-old, you don’t understand it yourself.” Look to what you do know about the very essence of your practice and emulate that in a simple statement that can guide your brand in every aspect of your business. Be consistent and use that brand to define the visual image, verbal communication and the patient experience in all encounters.
If you fall short in maintaining the customer promise of your brand at any stage, the relationship and implied trust will be at risk. Instead, create the best possible experience for your patients and establish a long-lasting brand that will work for you.