Appropriately, a Google search results in branding defined as the marketing practice of creating a name, as well as a design or symbol to identify and differentiate one product from another, and the competitive importance of creating an effective brand strategy. Branding is the way your healthcare practice will be seen within the industry and without; meaning, it is how your patients will see you. It’s how you will be immediately and consistently recognized, and all of the associations that will follow that recognition.
The process of branding a healthcare product or service is unique in that it serves to identify the building, services, and people who will care for individuals and their families in a most important way. It must be simplified such that current and future patients, as well as family members and all who touch your brand, will experience trust and comfort with its association.
To prepare for creating a brand from the ground up, or even for re-branding, there are plenty of steps to be taken.
Research will help you position all possible data in a way to determine your brand strategy. Narrowing your company in a way that makes it stand out from others is also essential in identifying what component contributes to its distinction from others in its field. This feature will help determine your branding and the experience perceived by those who come into contact with your practice in numerous ways so that you can create consistency across all touchpoints. Consider how your practice affects the lives of its patients and play on this piece when developing your practice’s brand.
The mobility of healthcare branding is especially essential and must be treated accordingly. Clean and simple designs are important for ease of perception, but also for translating across many marketing mediums. Endless marketing materials are involved in healthcare, from basics like uniforms and indoor/outdoor signage, extras including notepads and pens, and your online presence of web pages and social media.
And, the mobility of your brand is also critical in that nearly 50 percent of mobile device users searching for a business actually proceed with an action like purchasing or scheduling an appointment.
Rely on your marketing professionals to do much of the legwork to help you create the right look for your healthcare brand that will render well everywhere, and a marketing strategy to uniformly identify what is important to your brand.
Your marketing team is built to help with all of the tangible components of your brand, assuring you have the most effective marketing to best serve your current and potential patients in a way that strongly identifies with you and your practice.
Your Brand is Your People
Most importantly, ensure that your brand is strong inside and out. A strong brand goes beyond a good logo, strategy, and materials. It also encompasses your presence – online and in-person, and your reputation. It is your identity in the healthcare arena and in the world.
By Jason Heflin
Jason Heflin is one of CrowdSouth’s owning Partners and brings years of marketing experience from his past lives as a corporate marketing manager, writer, and freelancer. He also plays the ukulele for fun, which is cool.