You hear the word “Brand” a lot when discussing marketing, and you know you have a Brand, but what is it? Of course your name and logo are a part of your healthcare Brand; however, there’s so much more to it.
Your healthcare Brand is your identity: everything that comes to people’s minds when they hear your name. This includes your story, your products and services, your promises, your tagline and your customers’ experiences. Your Brand is a representation of your entire practice, and it demonstrates to patients what they can expect from you and why you’re different from that practice across town.
Building a strong Brand is invaluable. Your Brand can either encourage or discourage people from becoming loyal patients. Furthermore, your Brand image is reflected in all of your healthcare marketing campaigns alongside your practice goals. With that being said, the importance of having a healthy, distinctive Brand is clear.
Without further ado, here are five tips to help you grow and differentiate your healthcare Brand.
1. Discover Your Unique Selling Propositions
Your unique selling propositions (USPs) are the foundations of your healthcare Brand. In order to distinguish your healthcare Brand from your competition, you need to know what makes you different than every other competing practice. Is it your doctors’ training and certifications? The technology you use? An incentive you offer? Perhaps your practice provides an entirely different patient-experience.
One way to find out what distinguishes your Brand is to ask. Gain insights into your healthcare Brand by interviewing patients, doctors, employees and anyone else that interacts with your Brand. Those people can tell you what they think makes your practice different, what they like and don’t like and the reasons why they would recommend your Brand to someone else. To further investigate your unique selling propositions and how to put them into action, Hult conducts a personalized Brand Discovery process with your healthcare practice before we begin building your marketing strategy.
2. Identify Your Brand Message
Once you understand your healthcare practice’s unique selling propositions, the next step is to identify, update or formulate a Brand message. Your Brand message is your identity: your logo, color scheme, design guidelines, tagline and mission statement. What is the message you’re trying to convey to current and potential patients?
This is where your healthcare practice’s core values come in. These values should be the base of all your business initiatives and marketing campaigns, as well as serve as the compass to direct your Brand’s overall success.
3. Define Your Culture
Strongly tied to your Brand is your culture. To successfully attain your practice’s goals, it’s critical for your Brand and company culture to be closely aligned. Since word of mouth advertising and earned media are 40% more likely than owned media to motivate patients to take action, your doctors, employees and current patients are some of the greatest marketing tools you have. Thus, nurturing a positive company culture can take your healthcare Brand a long way.
There needs to be a strong understanding of your Brand throughout your healthcare practice. Hence, it’s important to establish a culture that supports your Brand values and attracts patients. Doing this will allow everyone at your practice to positively share your Brand in all of their interactions.
Remember that the way your doctors, employees and patients behave and treat others reflects upon your healthcare Brand - so encourage them to be authentic and kind.
4. Tell Your Story
The next step is to turn all this information into a story. Even though it may not seem like it, marketing is often a form of storytelling. You can start by creating content about your healthcare Brand’s history, tying in your unique selling propositions. But don’t only tell your story in the traditional form.
Storytelling can be heard through all of your branded content and marketing efforts. Share your story in the form of blog posts, infographics, social media posts, pamphlets, emails, website content and personal interactions with patients. Tell patients how your healthcare Brand is different through your content and reputation.
5. Require Consistency
To successfully tie all of these branding tips together, you need consistency. Consistency is the key to any successful marketing strategy, and the same is true for your Brand. Being consistent with your healthcare content will help create a seamless, unified Brand experience for your patients. Delivering consistency conveys quality and trustworthiness to both current and potential patients.
For your healthcare Brand growth initiatives to be effective, your message must be consistent across all platforms. That includes, but isn’t limited to: your website content, social media accounts, print advertisements, emails, downloadable content and landing pages. Moreover, in order to increase ROI and patient volume, cross-platform consistency is necessary to master since inbound marketing’s success is dependent on content working together.
But these pieces of branding advice are just the tip of the iceberg when it comes to building and maintaining a strong healthcare Brand. Here at Hult Marketing, we have the experience and tools you need to help grow your Brand. Take the next step and initiate your healthcare Brand growth by requesting a free consultation here.
You can also find more information on differentiating and growing your healthcare Brand in our free eBook, Empowering Your Healthcare Brand Distinction.
Strengthen your healthcare Brand with inbound marketing to attract more patients to your practice. Let’s chat and put the Hult Team’s experience to work for you. You can reach me at 309-673-8191 or firstname.lastname@example.org, and together, we can differentiate your healthcare Brand.