Unless you live in an extremely tiny town, there’s going to be another medical practice in the same vicinity as your practice. In some cases, there are medical offices on every corner. Whatever the case may be, the fact is that you are going to have some competition. What sets you apart from all of the other medical offices in your area?
This is an important question to consider because it will help you to focus on building your brand. And, when you have an attractive brand, you will be able to build your practice. So, how do you go about building your brand?
First of all, avoid doing what a lot of medical practices do: advertise a list of services. Granted, patients want and need to know what services you provide, but this is only a small part of the equation. What is more important, at least at the very beginning, is your brand.
Stand Out From Your Competitors: 6 Steps for Building Your Brand
Here are 6 steps you can take to start building your brand right away.
1. What Is Your Mission?
We’ve all heard of a mission statement: a summary of the values and goals of a company – in this case, your medical practice. Have you thought seriously about your mission? Does your staff know what your mission is, and what about the patients?
If you haven’t done so already, take some time to consider your mission. What do you want to accomplish? How do you want to care for your patients? Make sure to write your mission down. Getting your mission out of your head and onto paper will make it feel as important as it truly is. And, it will help ensure that everyone in your practice will be on the same page.
2. What Is the Philosophy Behind Your Treatment?
What is your medical philosophy? Are you strictly a Western medical provider, or do you dabble in the philosophies of the East as well? Do you like to think of yourself as a specialist, or would you rather be considered a holistic doctor?
Whatever the case may be, your philosophy is important because it is a huge part of who you are and how you treat your patients’ needs. Use your philosophy to brand your practice. It’s amazing how many patients choose their physicians based off of mutual medical philosophy.
3. Don’t Overlook Your Logo and Sign
While not the most important part of branding or marketing, logos and office signs do play a part. Choosing the right designs can attract people’s attention and intrigue them enough to find out more about your medical practice.
4. Focus on Consistency
Consistency of design gives patients the impression that you’re organized, have a mission and that you care. The colors and images you use on your website, business cards, social media and blog should look like they’re all related. Even the text you use should be professional and consistent.
5. Get Your Team Involved
This is probably one of the most important steps in building your brand. Get your team together and brainstorm. You can discuss what’s important to them, what they think (or have heard) is important to the patients, and how they think the practice should function. Have everyone write their ideas down. Once you’ve gathered all of the important details, you can all work together to make a plan for bringing your mission to fruition.
6. Advertise Your Brand
Once you’ve come up with your mission, philosophy and have begun focusing on consistency, the next step is to advertise your brand. Radio, television, newspaper and social media ads, as well as email newsletters and postcard or flyer campaigns can all be used when launching your new brand
The Final Step for Building Your Brand: Remember - Actions Speak Louder Than Words
Once you’ve completed these 6 steps, you need to make sure you accomplish what you originally set out to do. Step 1 was to come up with your mission statement: a list of your goals, what you want your practice to accomplish and how you want your patients to be treated. How will you carry that out on an everyday basis?
The daily interaction that you and your staff have with your patients will do more to sell your brand than any amount of advertising ever could. So make every day count and do your best to accomplish your mission. In doing so, you will continue building your brand day after day.
Make sure your messaging is on point with your target market. The emotional side of branding your practice makes a huge difference in if a patent will feel comfortable picking up the phone to make their first appointment.