Branding: The Underrated Step to Building a Successful Healthcare Practice

By: Aiman Ghori

Why Build a Brand?

With hundreds of healthcare professionals providing similar services and carrying similar qualifications, skill, and experience, it’s difficult to convince prospective patients why they should choose your practice over another. This is where branding and marketing communications come in to help polish how your practice is viewed.

Branding is essentially the image your healthcare service conveys to an audience. Good branding practices will contribute positively to your practice’s overall reputation. Patients will choose to go to a service provider they can relate to and trust, which builds brand loyalty. Loyal patients will then be more likely to refer trusted services to others, and this gives your practice a competitive edge over other similar providers.

Related Article: How to Turn Your Company in a Killer Brand Name

Design: Branding Basics

If you have an established business or practice, it’s important to find out the reputation you already have. A simple Google search can reveal how patients see your clinic and what they think of your services. Key elements to look for are, what patients already like about your service, and where does it require improvement? This will help you later, when selecting the qualities and/or services you want to empathize through your brand. It is also a good idea to look up your competitors, identify their brand, and see what they’re doing successfully to build that brand. This will give you a better picture of the marketplace and what you’re up against. This could lead to identifying an untapped niche audience you could possibly target.