Strengthening Your Brand

Jay BachmayerGrowth Strategist

Agenda

1. Define what a “Brand” is.

2. Show common brand challenges.

3. Discuss ways to strengthen your brand.

4. Insights on how to work your marketing channels.

What is a “Brand”?

A brand consists of:1. A visual identity

2. A voice that defines its personality

3. The value of its business

What makes a Brand?

Visual Identity

1.

Brand Voice

2.

https://contentmarketinginstitute.com/2015/10/define-brand-voice/

Business Value Proposition

3.

Brand Challenges

In a market place with diverse communication channels, consumers

can be exposed to you in various ways.

MultipleTouchpoints

• Blog• News Story• Phone Call• Word-of-Mouth• Social Media• Marketing• Clinic Letter

Your brand is owned by everyone in the company. Every interaction defines what

your brand means to a consumer.

We thePeople

• Reception• Nursing• Physicians• Billing• Administration• Maintenance

Does your brand speak with a mission, a vision and a goal? Perception

is RealityDoes your consumer know who you are and what you stand for?

Do they know what you offer and why?

What is their perceptionof you?

Strengthening Your Brand

Brand Assessment: How is your brand perceived today?

Brand Promotion: How are you creating and communicating the brand image?

Brand Promise: What is your commitment to patients?

Brand Strategy: What are you implementing that fulfils your commitment?

How to Build a Strong Brand

AudienceEngagement

Intent & Evaluation

ClinicBranding

Decision & Conversion

Your Patient Journey Model

Situational Awareness

Patient & Advocate

Audience engages with your assets.

Audience is aware of their

need.

Audiences becomes aware

of your clinic.

Audience researches healthcare

options.

Audience takes an action to schedule an

appointment.

Consumer becomes a patient and advocate of your clinic.

Intent & Evaluation

ClinicBranding

Decision & Conversion

SituationalAwareness

Patient & Advocate

Audit Your Communication Channels

AudienceEngagement

Who – What – Where – When – Why – How

Know Your Marketing FunnelBrand AwarenessAudience is exposed to your clinic.

Patient & AdvocateConsumer becomes a patient and advocate.

ConversionAudience has taken an action to contact you.

EvaluationAudience is considering using your services.

EngagementAudience has engaged with your marketing.

• High impact, low time/resource investment

• What you can control and complete

• Share your vision

• Get leadership buy-in for long term projects

One Step at a Time

Work Towards Consistency Make a brand guide.

Work Your Channels

Know Your Channels

WebsiteDigitalTraditional

Vs. Vs.

Know Your Channels

WebsiteDigitalTraditional

Working Your Channels

Brand Awareness

Patient & Advocate

Conversion

Evaluation

Engagement

What’s being used, where, and why?

Working Your Channels

Brand AwarenessRadio & Newspaper

Patient & AdvocateNewsletter

ConversionWebsite

EvaluationLanding Page & Free D/L

EngagementFacebook Ads & Google PPC

It’s important to know what “role” each of your tactics is performing.

By looking at them this way, you can identify what needs focus and how you are measuring success.

Marketing Funnel Example 1

Working Your Channels

Brand AwarenessFacebook/Instagram & Google Display

Patient & AdvocateMonthly Email

ConversionWebsite or phone call

EvaluationPublication or YouTube

EngagementEmail & Google Keywords

Marketing Funnel Example 2

Traditional MediaServes specific audience segments who are highly receptive.• Provides high visibility and repetition• Better show your brand and mission in action• Should be paired with digital or social media efforts• It’s not a conversion channel

Recommended Approach• Advertorial or story pickup• Radio show or segment• Local news or sponsored news

User Behavior & Intent:• Known trusted source of information• Local /regional news & information• Habit / staple news outlet

Digital MediaFlexible with targeting but requires attention span and hard to cut through the noise.• Great for engagement and modest in conversions• Cheap brand exposure but may lack stickiness• Requires more hook to capture interest and expansive

channels to ensure audience viewership

Recommended Approach• Social Media is excellent for continued brand building• Digital ads can create service awareness and

engagement but not both simultaneously • Can be tailored towards user experience and

customized for maximum impact

User Behavior & Intent:• Researching solutions• Looking to connect with others• Mobile and want quick facts• Attracted to highly visual experiences• Mobile and will not likely commit

right away

Websites & Web Pages

Website, landing pages or pillar pages.• Serves multiple roles

• Each page needs an intentional purpose

• Website can leverage multiple resources to show mission in action

• Website should have a clear and defined pathway

User Behavior & Intent:• Researching solutions• Comparing services / providers• Ready to schedule an appointment• Need information now

Summary

1. Defined what a “Brand” is.

2. Reviewed common brand challenges.

3. Discuss ways to strengthen your brand.

4. Insights on how to work your marketing channels.

Thank you!