What is a Brand?
Wikipedia defines a Brand as, “a name or trademark connected with a product or producer.”
Why should a medical practice care about branding?
A medical practice’s brand is the entire experience a patient has with the physician and staff during the entire relationship. From the moment a patient walks through the door, it is up to the practice as a whole to convey the branded message of the practice. Branding is done primarily through communication of the practice’s values, making a promise, and by differentiating the practice in a positive and consistent way. Delivering on the promise consistently forces the practice to strive to improve. To improve on differentiating a practice, focus on the quality of the experience and the relationship versus the clinical quality of care. Patients can judge experiences and not the clinical aspect of care.
