There’s been a dramatic increase in the need for healthcare branding. In fact, we’d have to call it a huge rise in doctor branding, physician branding and hospital branding—all propelled by various factors in the marketplace.
Broadly speaking, we’d put the change-agents under the umbrella label of “healthcare reform.” And three of these forces—empowered patients, growing competition and insurance relationships—are at the top of the list.
Much like a professional reputation, the definition and purpose of branding is the process of creating a unique name and image. More than ever before, healthcare branding establishes a clear and memorable differentiation.
Until fairly recently, doctors and hospitals were not concerned much about the need for branding. Traditional healthcare delivery systems were reasonably stable, historic patient flow was reasonably predictable, and competition was low-key and unchanging.
That was then. This is now.
Few of these dynamics are settled. Now… just about everything has been set in motion. Now… few of the “known,” “predictable,” or “traditional” factors are still in place…and much of what was “constant” is anything but.
Medical group practices, hospitals, health systems, individual providers and others now want to strongly differentiate themselves in the minds of others…most notably in three areas:
Effectively branding a medical practice, hospital or health system is about the entire experience and relationship the business has with the people it serves and the entities it works with daily.
Your brand is the single most important asset to differentiate you consistently over time. Your brand communicates the unique competitive advantage that influences the desired audience to see you as their best choice.
For more on this topic, including the top seven reasons healthcare branding means business, click through to this additional article.