Get Branded Now

The Right Rx for Brand Communication Driving through a typical town, most 5 year olds will spot golden arches projecting into the sky and know that burgers and fries await inside. Why? Simply put: Branding. McDonald’s is a classic example of a highly recognizable brand. Your practice can use the same branding technique to communicate what you are all about to your patients – both current and prospective. In short, your brand is your promise to your patients. A logo, word or tagline communicates what your patients can expect from your office. “The brand is communicated in the big things and in the little things, throughout every patient contact every day,” said Joe Klein, director of marketing for POS. “It’s evident on stationery and brochures, signage and Web sites, newsletters and bills. It’s even evident in the way you answer the phone.” A consistent branding strategy will allow your patients to readily identify your practice and associate added value to your services as a result. “The brand is communicated in the big   things and in the little things, throughout   every patient contact every day.”   –– Joe Klein, director               of marketing for POS Branding How-To There are four basic steps to creating a strong branding strategy for your practice: 1. Define Your Brand – What does your practice do especially well? How is it different or better than others in your service area? What combination of factors – such as hours of operation, services offered, areas of expertise, years of experience, unique technologies available, or quality of patient experiences – resonate with your patients or prospective patients? 2. Develop a Clear Message – A few words or short sentence that is your patients’ take-home message about who you are. This tagline will show up in all communications right next to your logo. Focus on the benefits your practice offers patients (such as, “You’re never without the care you need”) versus the features you offer (such as, “We’re open seven days a week”). “When you’re developing a message, use direct, literal language that your customers would use in everyday conversations.” 3. Be People-Focused – What your patients want and need from your office is the human factor. Rather than focusing on specialties, equipment and procedures, focus on people. “The easiest way to focus on people is to use photographs of people in printed materials,” said Klein. “Research shows that people respond more favorably to printed communication that includes people pictures. It creates an emotional connection and makes messages more believable.” 4. Be Consistent – Once you’ve established your brand, follow through with it in all your communications. A common marketing mistake is to constantly change the look, feel and messages of a business or product. That’s a brand killer. “A consistent look and message, will establish a practice’s brand in the minds of patients,” added Klein.