Emerge

(e)Merging Practice Growth Trends: 

April Update  Hr

Branding your Practice: it’s more than just a logo! 

 
dr patient

A successful brand is a major asset to any practice and can build a loyal patient base.  However, branding is more than designing a logo, advertisements, colors, and matching letterheads.  The most important aspect of branding is fulfilling an experience.   Here are some topics to consider when branding your practice:

Differentiation- you should be considering what sets you apart from your competition.  What unique selling points can you provide? To determine what sets you apart, take the time to sit down and evaluate your practices strengths, weaknesses, opportunities, and threats.  These differentiating factors can attract new patients and retain existing patients, because you’re offering something that other practices cannot.  After you have determined what sets you apart, develop growth strategies to help you get to where you want to be.

Expectation- While branding your practice you should also take the time to constantly monitor your mission statement and evaluate whether or not you are walking the walk and talking the talk.  Many practices use their marketing materials to describe the lavish services and procedures offered by their practice, but never follow through with the quality expectations they have established. Are you being true to the mission you have set forth?  Do the values, beliefs, and behaviors reflect your mission statement? 

Image- The image of your practice consists of a number of things including customer satisfaction, patient experience, staff performance, quality waiting rooms, and developing relationships with other practices.  It may be difficult to make the connection between brand building and patient experience, but by providing superior patient experience you are branding that experience into their brain to be shared with all of their loved ones.

Staff performance is also a key to successful branding because your staff is often times the first encounter your patients experience, starting with the receptionist and ending with the billing department.  If your staff is not courteous and friendly it can taint your quality brand. If you are going to market a specific attitude (friendly staff) or service you must uphold that promise to every patient that walks in the door.  Waiting rooms are a great way to display the quality your practice can provide. 

We’ve all heard, “don’t judge a book by its cover,” but it is inevitable.  Developing relationships with referring practices is also a great step towards quality branding because you can create win-win situations for all parties involved.  However, when building these relationships it is very important to only affiliate yourselves with practices that share similar missions, visions, and standards of care.  If the referring physician does not provide a quality experience, the patient might feel like they’re being referred to a mediocre practice. 

 To better communicate your brand and the experience you are trying to provide, take the time to engage in specific patient target groups.  For example, you can develop charity events like a Relay for Life team and encourage your patients to get involved.  This will create a strong emotional attraction and attachment to the patients’ experiences.  You can also get engaged by using social media tools.  Utilize Twitter, Facebook, and YouTube to create relevant discussion topics, promote activities, and connect with your patients.  If you want to successfully brand your practice just remember, we are judged everyday and like it or not branding is important.  As we all know, you only get one chance to make a first impression and Jonathan Whistman, Director of Business Strategy at (e)Merge says it perfectly when he states, “Perception is a reality, whether that perception is right or wrong.  How you present yourself affects your bottom line.”      
 

 

Hr

Put it into Practice!

InlineMake sure your actions speak louder than your words.

A recent client promotes the importance of the patient experience, but frequently leaves patients on hold for more than fifteen minutes.

Do you truly care about your patients?
 
How does your practice measure up? With our exhaustive 130 point mystery shopping review, you’ll know the answer. Give us a call or email Jamie today to discuss how our mystery shopping services can ensure practice growth in 2010!