Brand v. Bland: The Top Seven Reasons Healthcare Branding Means Business

By Stewart Gandolf
Chief Executive Officer

lonnie hirsch

Lonnie Hirsch, Healthcare Success

We launched our new series of marketing articles at ImagingBiz this week with a short lesson in branding.

We’re pleased to contribute to the ImagingBiz educational and informational portal on a regular basis. It’s for decision-makers in medical imaging in both the outpatient and hospital environments. And although our initial article is directed primarily to readers in the imaging industry, the topic of branding applies to most healthcare providers, medical groups and physician practices.

We believe you’ll find the article titled, The Image of Imaging: Creating a Powerful, Distinguishing Brand, helpful regardless of your profession, specialty or organization. Branding, done properly, provides a meaningful message of difference and distinction for your healthcare entity. Without it, you’re seen as a plain vanilla commodity—if you’re seen at all.

Working with healthcare professionals around the nation, we’ve identified seven key reasons to deliver a strong branding message. In short, branding means business. Here’s a brief summary from the ImagingBiz article by Lonnie Hirsch:

1. People prefer to buy brands because they reduce perceived risk. Recognized names are expected to deliver consistent and high quality products or services.

2. People buy brands for status. Some people will spend more for a product or service even though it is, or is perceived to be, more expensive.

3. People refer more often and more passionately to a brand they like and trust. Truly great brands achieve near cult-level loyalty from some followers.

4. A professional reputation is built and accelerated though branding. An exceptional reputation doesn’t grow spontaneously. A purposeful branding message actively shapes a professional reputation.

5. Branding targets and attracts the types of cases you want. A focused branding message appeals to cases, procedures or patients that mean the most to the business.

6. Branding produces a competitive advantage. Superior brand recognition means you stand out in comparison to the competition.

7. A branded organization will be worth more than a non-branded business. For the present (and for a future exit strategy), a recognized brand contributes to the value of an organization.

Your brand communicates the unique competitive advantage that influences the desired audience to choose you as their healthcare provider. Additional posts elaborate on each of these points and further explains the business value and importance of branding. And to talk to us directly about improving your brand and branding message, reach out to us today.

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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