Starting a business is no easy task. Technically, anyone can create a business by filling out the right paperwork and opening a business banking account. But building a strong brand takes time. Branding nurtures a deeper connection that is associated with your business. Think of the coffee you drink in the morning, the car you drive to work, or the bed you sleep on at night. Chances are they are brands that you have repeatedly shopped throughout your life.

In medicine, it is no different.

THE IMPORTANCE OF A BRAND

Branding is one of the best ways to stand out, put a face to your business, and attract “customers” (patients). It builds credibility and trust between you and your patients. You want patients to know and like you so that when your services are needed, they think of your practice first.

Why do people pay $5 for a cup of coffee at Starbucks when they can get one for $1 elsewhere? It is because they know and trust Starbucks. They are willing to pay that premium for a product they enjoy. Ever wonder why some of the best doctors have the longest wait times? It is because patients are willing to pay that premium in order to see a doctor they know and trust.

Some may think a brand is just a logo, but several aspects go into brand creation: your values, the way you communicate with patients and their families, the services you offer, and even your color palette. This is how the outside world will see and remember you and your office. It is your brand’s identity—let it reflect who you are.

The process does not stop with establishing an identity, though. You want to increase your brand awareness and recognition by being consistent in every interaction. This will make your practice more personable, leading to happy and loyal patients.

Below are some steps you can follow to create an effective brand-building strategy for your practice.

1. DECIDE YOUR MISSION

Your mission statement is critical, as it explains what you want your patients to see and think about when they interact with your practice. You want this message to be clear throughout every aspect of your practice. Being consistent and true to this mission statement will be what distinguishes your practice. There are many amazing surgeons, but what will make patients come back to see you?

2. KNOW YOUR COMMUNITY

In retina, our patient base is broad, because retinal diseases span all ages; but be sure to research your local community to better understand the backbone of your practice. Spending time researching the demographics of individuals living in and around your office location is critical, as this will likely be the bulk of your patients—and also your employees. This will help understand what factors drive patients to your office.

3. CREATE YOUR NAME AND LOGO

What’s in a name? Plenty. Consider one that is easy to remember, hard to imitate, and hard to confuse with existing practices in the area. Choosing a broad name will also allow you to easily expand or pivot if necessary. Don’t forget to check for available domain names for your business’s website; you want one that is simple and memorable.

It is worthwhile to shop the business name around to friends, family, and possibly individuals outside your inner circle to make sure that name doesn’t have an unintended meaning that you might have missed. Once this demographic foundation is set, you can focus on visual elements.

Your logo will be the first thing patients will see when visiting your office. They should be able to recognize in an instant while driving down the street. Everything from the color and the font you use will affect this.

Consider all the areas where your logo will be placed—your website, pens, pads, business cards, social media avatars, the little icon on the browser when patients visit your site. You want the logo to be scalable across all these areas without losing its recognizability.

4. SEO

Now that you have established your vision for your business, you can to start to build out your brand. Design your website, create social media posts, and build up SEO—search engine optimization—to establish your brand on as many unique marketing channels as possible.

PROMOTING YOUR BRAND

Once you’ve built out your brand, it’s time to let people know that you exist. There are now many more avenues to get your name out to your community than there were when our mentors were setting up practice.

Each marketing campaign strategy is going to be unique to the practice—urban areas might get more traction with digital media, whereas rural areas might do better with newspaper or radio ads. But the internet and social media is omnipresent and cannot be ignored. Decide what you want your content to be and make sure it is consistent and conveys the unique traits of your practice. You will find certain posts are more engaging than others. Focus on what draws the most attention to yield the highest return.

The best form of marketing is still word of mouth. Patients will always be your advocate if you deliver what you are promising them. Monitor their experiences and ask for feedback to ensure you are on the right path. Ask patients to leave online reviews about their experiences, and monitor what they are saying, as this can provide useful feedback as well.

Always remember you can never 100% control how people view your brand. But you can remain true to your identity and do your best to care for your patients. You are working to sell an emotional response that will make patients chose you above all others. Make sure your unique traits and goals for the patient experience resonate through every aspect of your office. Be consistent, stay dedicated, give patients your all, and they will spread the word about your brand. This endeavor does take time and patience, but if executed properly, will allow you to flourish. NRP