Healthcare Branding: Answering the All-Important “Why You” Question

The first lesson about healthcare branding has to do with setting expectations. All too often, the misguided concept of branding for a medical practice, hospital or individual provider is an overnight magic trick. The practical reality is that healthcare branding is a high-level and long-term marketing strategy. (Emphasis: long-term.) The principal investment is time—years, in fact—to…

Be Willing to Ignore Someone and Other Healthcare Branding Advice

Change can be hard to embrace. The nation’s healthcare ivery system—which has traditionally been slow to adjust—is experiencing unprecedented reform. And with it, one significant consequence is the need for healthcare branding, rebranding or a completely new approach. The Affordable Care Act and other social dynamics have changed the fundamentals of doing business. Maybe you are…

Instagram: Healthcare Marketing’s Powerhouse Picture Tool

Hospitals, group medical practices and other healthcare professionals have embraced digital and social media for marketing. The standard toolbox begins a robust website, plus a page, and sometimes, a blog. Deeper plans may also include a YouTube channel, and/or and others. Relatively new on the scene is Instagram, which is a powerhouse picture…

Care and Feeding of Doctor Online Presence, Reputation and Brand

[A continuing series.] If you ask 10 doctors about their professional reputation, most will say something about “what other doctors think about me.” True enough. Colleague attitudes—doctors who know you and others who recognize your name—are an important consideration. But there’s to it. From a business development perspective—your ability to attract new patients…

Growing Your Speaking Expertise, Brand and Reputation

Elementary advice about effective public speaking will remind you to know your audience, practice and know your material, smile, make eye contact, project your voice and other basics. With those tips alone—especially with practice and confidence—you’ll likely give a good presentation. When “good” isn’t good enough… For the president of the local Rotary club (a…

How to Grow a Brand Evangelism Marketing Movement

[Part of a Series] Many medical practices are unaware of their own potential in evangelism marketing. Virtually every day, doctors and hospitals iver a form of happiness and satisfaction to their patients. These are people who appreciate the health care solution that has resolved their medical concern. Unfortunately, this sense of patient gratitude is largely…

What is a Chief Evangelist and Why You Should Be One

[First in a series.] American business author, entrepreneur and keynote speaker Guy Kawasaki has a fascinating, marketing-centered biography. In 1984 he was an Apple employee responsible for marketing Macintosh computers…becoming the Chief Evangelist of Apple. (History suggests it worked.) A Chief Evangelist (or Brand Evangelist) is, among other things, an ambassador for your product, service…

The Singularity of Hospital Branding Success

If today’s patient–now an informed consumer–isn’t at the center of your branding universe, you don’t have an effective brand. In the rarified world of physics and mathematics, “singularity” is a point at which a function takes an infinite value. Sci-fi readers find the term applied to “space-time when matter is infinitely dense, as at the…

Why Caduceus Doesn’t Belong in Your Branding

Here’s a slightly obscure—but marketing-useful—tidbit of healthcare history that many doctors don’t know. You can amaze your friends with the story of Caduceus vs. Asclepius…but they probably don’t belong in your healthcare branding. Stick with me on this. Amid the dynamic changes in healthcare, hospitals and medical practices throughout the US often find themselves in need…

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