What is branding in healthcare? Healthcare branding is essentially the process of shaping how your clinic is perceived by your competitors, your team, and most importantly, your patients. Building a strong brand ensures that your clinic is viewed the way you want it to, for example, as a trusted and experienced industry leader. Why do clinics need a strategy to build a brand? Today, patients are more empowered with more choices. Branding for your clinic is more important than ever. A growing number of healthcare providers have adopted a direct-to-consumer branding approach offering patients multiple options and solutions for their healthcare needs.

Therefore, it is important for your clinic to differentiate from competitors, to stand out in the increasingly crowded competition. Then how to build a strong clinic brand? Cultivating a strong brand is more than just a tagline and logo. You need to know your clinic’s brand and how you want it to be perceived, build a cohesive system with brand strategy and positioning that evokes the elements and feelings you want to relate to, and most importantly, execute a consistent message across your brand’s touchpoints. Launching from the Unotech page, here’s how to build a strong brand for your clinic. Do this, and you will be well on your way to building a strong brand for your clinic.

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Do brand research to find out your clinic’s brand perception

Every successful branding practice is based on facts. Before making any steps to rebrand your clinic, do thorough brand research to find out the market and how your clinic perceives. Perform an audit of your brand’s main competitors. You need to understand your market to seize meaningful opportunities for differentiation. Conduct online surveys and in-depth interviews with your staff and patients to find out how stakeholders perceive and experience your clinic, which is also a sure measure of your brand’s performance. Remember to gain insight into what your patients perceive as your strengths and uniqueness. This can be a key element of your branding that makes your clinic stand out from the competition. Based on the evidence gathered in brand research, rebrand your clinic in a more appropriate way. This is far better than fighting for a brand that doesn’t seem right for you.

Identify the factors that make your clinic stand out

After thorough research, take a step back and analyze your clinic to identify what makes your clinic stand out from the rest. You may have some solid highlights gathered from your patients. Also, start with the reasons why your clinic exists in the first place. Keep your patient demographics in mind. You should always identify the patients you will serve and know your current and potential patients. Your differentiating factor should always be to attract them, meet and even exceed their expectations first. Look for the elements that make your clinic truly unique in this field and industry. Are you a specialty clinic focused on improving total health for all your patients? Are you going above and beyond the norm in diagnosing and treating your patient’s condition?
Once you pinpoint the unique aspects and factors of your clinic, weave those elements into your brand presentation. One successful example is the Mayo Clinic which has built a strong service brand and a leading healthcare brand in the US. It clearly identifies the factors that make it stand out as shown on the home page of its website. While these factors clearly demonstrate the brand as a strong service provider, they are also based on facts.

Decide how you want to be perceived

Remember, your clinic brand is a promise to your current and prospective patients – a promise that is different from your competitors. With

taking into account the uniqueness of your clinic, define your strategy and brand positioning to define your appointment. The brand strategy and positioning framework should communicate who your brand is, why it exists, and how it interacts with patients. The purpose of positioning is to define the fundamental building blocks of your brand, and strategy is the process of charting a path to success. What’s important for strategy and positioning is building a brand compass around your core brand message. This requires defining elements such as your clinic’s goals, vision, mission and values.

For example, the Mayo Clinic clearly articulates its mission, vision, and values ​​on its “About Mayo Clinic” page on its website. While it defines itself as a medical center focused on integrated clinical practice, education, and research, it also emphasizes the value of “patient needs come first”, strengthening its brand image as a strong medical service provider. With the core message in your head, you can create a brand compass to navigate the road ahead. Make sure your team is also well aware of your brand’s core message. In addition to the core message, strategy and positioning requires you to know elements such as your brand’s personality and culture, key differentiators, and a viable market position to stake out.

Communicate your brand identity

Your brand identity is what many patients imagine when they think of your clinic, which should be deeply informed by the research and strategies you have undertaken. It is important that your brand identity represents your vision, mission and brand personality while differentiating your clinic from the competition. The first thing people see always plays an important role in triggering how they feel about your clinic. Visual elements, including logos, color palettes, typography and iconography, thereby embodying your brand identity from the start. Your visual element design should always look professional and increase trust among your patients.

Build your clinic brand consistently

A strong branding strategy depends on how you create a consistent offline and online presence across all websites and social media platforms. Messages from your marketing collateral, website, social media accounts, and blog posts should all align with your brand. Not only must the visual elements follow the message, but the language and tone must also be consistent, strong, and professional. Overall, they present your clinic as a trusted expert in a field that patients can rely on. Meanwhile, don’t forget to use social media platforms to consistently interact with your current and prospective patients and project your clinic as an industry leader. As you build awareness of your brand on a consistent basis, be careful when dealing with trends. Don’t let your clinic brand become a slave to trends. Your clinic can participate in trends, but only if it adds value to build meaningful brand awareness or is part of your brand values.

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Trustmedis also tries to help health facilities to get to know more patients, namely through the official health facility website. Medisite is a special website service for health facilities. Health facilities can start branding by presenting photo galleries, doctor’s schedules, teleconsultation services and online bookings on their websites. Get a FREE WEBITE for your health facility by applying at the following link www.medisite.id/demo or call 0811 34 1212