Common Question Asked By Doctors? What Is Medical Brand Marketing?
Banding Rule No 1 . Patients Look For Brands; Websites Look for Patients.
When you market your medical practice, something you need to take into consideration is the branding of your business. In this context, branding is the visual representation of your medical practice to the outside world. In order to successfully market your medical business, your branding needs to be distinct from its competitors and consistent across all digital and traditional marketing channels. Establishing a brand early on is critical to the success of your medical practice. Otherwise, you will just blend in with your competitors.
Why is this image producing so many clicks, and engagement and finally customers?
1. The logo on the top of this custom image creates a sense that this is unique to this practice. (which it is!)
2. Color scheme is consistent
3. Message is clear
4. There is a sense of urgency (time can expire)
5. And there is call to action.
Patients look for brands; websites look for patients.
One of the most significant concepts in branding is that when you build a successful brand, customers (in this case, patients) will come looking for you. While a website is undoubtedly an essential part of your business and marketing plan, a brand can help accelerate your overall growth. Think of a major brand, they advertise their sales, but they don’t really promote themselves or what they do. If a brand is successfully built, everyone already knows what they can and can’t accomplish. At that point, advertising focuses on why you are better than another brand as a solution to a problem.
Brands are valuable, but only if they are consistently maintained. Care must be taken to ensure there are no differences, even if they are minor, exist between various marketing efforts. A brand is not only a logo you pick for your medical practice but includes many other things, including:
All need to be coordinated to ensure the growth of your business and your brand.
7 Steps of brand building for a medical practice
Step 1. Your Website
Your website should be the foundation of your brand. Most, if not all, patients to your medical practice will visit your site first. Here is where you will want to establish your brand. It should be consistent across your website. Avoid changing colors, font, and tone of your content throughout your site. A website that is not consistent will often look less professional. If any brand changes occur throughout the life of your business, they will generally start here. If you make any updates to your brand, ensure all pages on your website have it applied. It can be embarrassing to come to cross a page with an outdated logo or pictures.
Step 2. Local SEO
When you engage in Local SEO work, you are often updating and correcting vital information like your address, business hours, and contact information. Many of these directories allow you to upload images to your profile as well. Use branded images when you are uploading photos to these listings. Avoid using stock photos that almost anyone else could utilize for their listings. Ideally, you should upload actual pictures from your medical practice to your profile. If possible, include logos and signage in your photos or put a logo on any images you upload. If you update the paint scheme at your clinic or any other branding materials, be sure to take new pictures and upload them to your profile.
Step 3. SEO for doctors
Doctors who work for your medical practice should also be used in your marketing materials. A long-time doctor will build a reputation in a community and begin to get organic ranking online just like your business. Content used to promote a doctor can also be used to promote your brand and services. Ensure pictures of your doctors feature branding materials in the background and mention your business by name in any bio of that doctor.
Step 4. Online Advertising
When creating your online ads, make sure you maintain your branding efforts. Mention the name of your business in any online ads, so potential patients begin to associate the services they are looking for with your medical practice. If images can be a part of the advertising efforts, again, use branded images to promote your medical practice and your brand. Avoid using stock images for any sort of online advertising. Chances are the most popular stock images that have been used elsewhere, and most people can pick out a cleaned up “stock photo” compare to a real one.
Step 5. Social Media Posting
Much like online advertising, you again will want to use branded images rather than generic pictures. If possible, try to use photos of your actual staff demonstrating services when you post information about them. These pictures will be far more authentic and will likely lead to a higher organic reach compare to generic photos. If you do use stock photos for services, be sure they are branded with your logo to help promote your business when shared across social media services.
Step 6. Email marketing
Patients are going to receive a lot of emails throughout the week, let alone every day. You will want to employ your brand to make your email stand out from the rest of the emails they receive every day. Start with a catchy subject line with a call to action to drive up the open rate. When they open that email, you need to make sure you use your brand images, logo, colors, and voice to capture their attention. Your email needs to be not only branded but also useful to the patient who opens it. Sending out an email every week about the same specials or hours of operation is not going to drive business through your door. An email explaining a new service you offer or a health concern will encourage people to click on links and make appoints to your medical practice.
Step 7. Always Include Branding When Running Promotions
Regardless if you are using traditional or digital medical marketing techniques, you need to include aspects of your brand to promote your business. From Facebook advertising to diner placemat ads, everything should have your brand logo, colors, slogan, and anything else that distinguishes you from your competitors. It requires constant attention and checking before you start campaigns to ensure you are staying on-brand for your medical practice.
All in all, building a brand is one of the keys to building a successful medical practice. This aspect of marketing is even more true if you operate a medical practice in a highly competitive area. Branding will help you stand out against your competitors, who may offer similar or even the same services you do at your location. Standing out and convincing people to associate your clinic automatically with any service should be the goal of your branding efforts. At PatientGain.com, we can help you develop your brand and maintain it across your marketing efforts. Call our experts today to set up an appointment to begin working on your medical clinic’s brand!
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