Healthcare marketing, Branding, one defines the other?

Your brand and why every facet of your Practice is part of your healthcare marketing strategy

By Geoffrey Cooling

I read a really excellent article about defining brand recently by a guy named Shep Hyken. Like myself he is convinced that your customers set the definition of your brand. He asked the question, “What do you want to be known for?  If there were one word or short phrase you wanted to be known for, what would it be?” In essence that word is what you should strive to engender in your Patient’s perception.

Your understanding of brand and how it effects your Practice is imperative. You really need to believe strategies generating brand cover every part of your Practice. Brand is a consummate part of your healthcare marketing. You also need to understand that every facet of your Practice should be viewed through the marketing prism. In effect every part of your Practice from how the phone is answered through how problem Patients are handled is both part of your brand and your healthcare marketing strategy.

When you believe the importance of these concepts you can then set about applying strategies to your Practice to cater to them. It is imperative that you understand these concepts for the survival of your business. In short, your brand is what your Patient says about you. Or in the words of Shep Hyken;

“Before going any further, you must keep in mind that you can’t really create your brand.  The customer, be it internal (someone you work with) or external (someone you do business with) determines what your brand is.  Their perception is their reality.”

Shep Hyken

If you truly understand that, it is easy to see why I consider every facet of your Practice as part of your healthcare marketing strategy. Perhaps you should too.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

Let me know what you think