Branding Your Health Care Practice

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©2009 BrandExtract, LLC

Branding Your Health Care Practice...How to manage your reputation and capture referrals

Lunch and Learn Speaker Series

March 2009



“I’m a Great Lover”

MARKETING

“Hello” “I’m a Great Lover”

TELEMARKETING

“Trust MeHe’s a Great Lover”

PUBLIC RELATIONS

“I’m a Great Lover”“I’m a Great Lover”“I’m a Great Lover”

ADVERTISING

GRAPHIC DESIGN

“I HearYou’re a Great Lover”

BRANDING



“I HearYou’re a Great

Doctor”

BRANDING



“I HeardHe/She Was aBad Doctor”

BRANDING




What is a brand?

Some definitions

The sum total of all the mental

associations – good and bad – that are

triggered by a name.CEO of Wizard Academy – Roy H. Williams

A brand is a person’s

gut feeling about a product,service or company.

From Zag by Marty Newmeier




What is the goal?

To get more patients, more moneyper patient, more patients of a certain

demographic, and or more patients

with a certain condition.




Today’s competition

People are bombarded with up to

3,000 marketing messages per day,up from 1,500 in 1965.

But, we still only have the abilityto process less than 100 of those

messages each day.

Today’s competition = Clutter & Time




BrandExtract°




The 360° brand experience

Patient

ExtendedExperience

ExecutionExperience

Engagement

Experience

– Message Differentiation

– Targeted Communications

– Superior Operations

– Knowledge Sharing

– Organizational Development

– Industry Expertise

– Ongoing Information Gathering– Customer Experience



Your ability to deliver is critical




The brand intersections

Mission &

Values

ExternalCommunications

InternalCommunications

Recruiting &

Development

Products &Services

Business

Development

PatientCommunications

Assess your keytouch points.




Developing an effective brand

Organization Drivers – Mission and Values

Brand Brief

Research & Analysis

Brand Assessment

ASSESS

B r an d L i n e }

DEVELOP

Strategic Positioning Model

Brand Communication Plan

Brand Toolkit

}

MANAGE

Brand Methodology

Brand Stewardship

Pilot Projects

}

TRACK

Brand Valuation

Brand Trend Analysis

Brand Review

}




Basic steps to building a brand position

Define products and services

Define the impressions you want to achieve

Define your competencies

Define your values

Define your target markets

Define your strategy for building your brand

Define your tactics for building your brand




Leading the horse to water




The engagement experience - prospecting

$$$$$ TV

$$$$ Radio

$$$ Billboards

$$$ Advertising

$$$ PR

$$ Events

$ Speaking$ Networking

$ Directory list

E-mail marketing

Trade news

Publishing

Referrals Sources

Continuing Education

Channel or Partnering

Web – SEM/SEO/PPCSocial Media

$

$

$

$

$

$

$$




Debunking myths

83% of consumers trust a friendor acquaintance who has used theproduct or service

75% trust a review of the p/s in anewspaper, magazine, or TV

69% trust information on the Web site

60% trust consumer reviews on a site

50% trust consumer opinion sites

2008, Forrester Research




Alarming facts

Fifty-six percent of respondents said that doctorsinfluence their health decisions very much, and21% said that doctors somewhat influence compared

to 43% said family and friends somewhat affecthealth decisions.

Source: Jupiter Research, “Online Health Information –Examine Authority and Influence” December 2008.

2008, Forrester Research




Patient reviews

Angie’s List

Tripling the number of health-related categoriesless than a year.

10,000 reports a month. They grade on price,quality, responsiveness, punctuality, and

professionalism, assigning a grade A-F.Patients can share experiences on everything.




“Public” research

Slideshare Leading source for slideshows

Dr. Samdani posted this slideshow on infectioncontrol and dermatology. He has over 8,000 views.

Search dermatology and there are over 250slideshows to review. Colonoscopy over 100.




Digital chatting

Twitter Micro Blogging

Search MD – 680 twitters

Dr. Penta (OB/GYN) has 6,233 fans following his tweets.

“I am at mayo hospital (Scottsdale, AZ) with family mem;positive atmosphere. There is pianist playing in atrium.Henry Mancini I think ...KJAlford




Knowledge sharing

Sermo Where physicians collaborate on challenging cases, shareclinical insights and improve patient care in real-time.30,000 discussions.

MedscapeA free resource for Physicians, featuring Free CME(Continuing Medical Education), medical journal articles,MEDLINE, medical news.




Viral profiling

LinkedIn

Search doctors and you will find19,380 physicians online.

I have about 200 people in my network.Or 27,800 people in their network.Or 2,272,700 I can reach virally.




Drinking at the trough




Manage the experience – check list

1. Will your lobby look like a doctors office?

2. Will your magazines be older than 2 months?

3. Will I be able to surf the web?

4. Will I be able to watch TV or listen to music?

5. Will I be able to use your PS2?

6. Will I see anything with your brand on it?

7. Will you offer me a cookie and cup of coffee?

8. Will I ring a bell or take a buzzer?9. Will the staff be wearing name tags?

10. Will you make me feel culturally at home?




Capturing more horses - drinking more often




Building your profile

Facebook

Social networking

Future Anesthesiologist of America.

Email patients and members. Share white papers or

presentations or photos. Post messages. Share bestpractices. Build a fan club. Search for referrals.Recruit. Improve your SEO. Manage your champions.




Free value adds

CareFlash.com Community networking

Free personal websites for patients and families

involved in medical circumstances. 3-D animationsand related medical links dynamically integrated




Leverage the data you have

E-news E-mail your vault

Applications like Constant Contact cost pennies tooperate. Stay in touch with patients and referralsources about events, causes, wellness, seasonal tips,

etc. Track open rates, click through and build webtraffic. Save on postage, receive instant reports.




Thanking the source

Letters, Cards, Follow-up, etc.

Many of you are specialist and depend heavily onreferring physicians, be sure to form a strategy forthanking these sources. Send thank you notes, host adinner, share continuing education, develop a newsletter or e-mail drip program, send a token gift, etc.

Patients will report back on their experience.




Sum it up!

Mission, Values and Story

> Strategy Team

Brand DriversPrinciple, Personality and Associations

> Development Team

Brand Conveyors

Message, Tools & Frequency (Plan)

> Implementation Team

From Integrated Branding – Parker & Le Pla




The challenge of all marketers

“The challenge hasalways been getting sign off on

an artifact you can’t deliver.”Jill Hewitt, Schematic

Chris Bernard, All Access Olympics




Thank you!BrandExtract

713.942.7959www.brandextract.com

7026 Old Katy Rd., Ste. 210Houston, Texas 77024

For more about our work and culture:

http://www.brandextract.com

http://brandextract.blogspot.com

BrandExtract, LLC

713.942.7959

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Branding Your Health Care Practice