This episode focuses on understanding the concept of brand. Your brand is synonymous with your reputation, but you will be surprised to learn that it has very little to do with the quality of the healthcare you deliver.
This post corresponds to our latest podcast episode of “Russ and Randy” – a podcast on Healthcare and Medical Internet Marketing. We hope you like “Your Reputation is Your Brand.” You can find us on iTunes.
Most healthcare providers are not used to thinking of brand. This may be one area where larger institutions are more comfortable with the idea of brand than the rest of us. To many of us, a brand is part of a larger institution and is associated with commercialization.
We all have a brand; however, because we all have a reputation.
Your brand is how your patients feel about your practice. It is a result of all the interactions and experiences that your patients encounter. It’s your patients’ perception of your business.
From phone calls to email newsletters, to ease of parking and friendliness on the telephone, waiting times…this all creates your brand. The actual time with the doctor does matter, but only a very tiny bit.
Your brand is reflective of the company, the group or the office. Your brand is not the reputation of your doctor’s abilities to deliver care or perform surgery.
This is surprising for most physicians. Your brand is more reflective of all the other “touch points” patients have with your office.
Your brand is the experience your patients receive. Your brand is the culture you have created in your practice or organization.
Optimize Your Touch Points
Russ and I will talk about “touch points.” Touch points are specific interactions a patient has with your office. Touch points include the experience with parking, phone call to the office, the waiting room, your interaction at sign in and checkout. The healthcare provided is merely a single touch point.
Touch points are vital to your online reputation. Questionnaires about a patient’s experience found on review sites such as Healthgrades.com focus mainly on the patient experience with the office and few questions, if any, about the actual doctor-patient encounter.
Why Brand Matters
Your brand can not be purchased. It’s a culture. To optimize your touch points, you want to make each encounter with your office a “5 star” experience.
You want to exceed expectations. Your patients are the strongest ambassadors of your practice. Listen how to empower your patients to promote you and your practice.
Give them bragging rights!
All the best!
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All the best!