There used to be a time when patients would go where their GP’s told them to go. But today’s patient is far more proactive in his choices. It’s not easy to differentiate your practice from the competition, but without differentiation how will patients choose your practice over another?
Positioning
When we talk about brand positioning we are talking about everything your brand stands for. The services you provide, your patients, your competition, pricing and location.
Understand these factors and you have the data you need to build your marketing plan, branding and sales strategies.
Brand audit
Good brand positioning is reliant upon understanding your patients: needs, wants, desires attitudes etc.
What other brands do they like?
How do the parents of patients perceive you, what impact do they have?
What matters to your patients?
Understand your market
What’s important in your market, what are the trends? Who are the customers? Develop a strategy that responds to this market data,
Sales focus Brand-Building
What is it that drives the decision-making of your potential patients? Identify the needs, wants, and desires that are relevant and position yourself to meet those needs.
Brand experience
Create a brand promise and patient experience that meets the emotional and rational needs of the patient.
Summary
Positioning is how patients perceive your practice brand. Good brand positioning evokes and responds to the emotional needs of the patient.
A strong brand position communicates a practice’s ‘promise’ in a way that is attractive and helps patients make informed medical decisions.