Learn Proven Tips to Use Your Branding & Standout and Get Genuine Practice Dominance!
“When you look at strong branding, you see a promise!” — Jim Mullen
What if every time you send a promotional piece to your patients, that message gets received with great excitement? It is possible to attain absolute dominance of your marketplace; and, it’s only a few key steps away. An essential aspect of fruitful and predictable marketing begins with superior branding.
A properly developed brand removes you from being invisible business and identifies you as the absolute “go-to” doctors in the area. Excellent branding allows you to accurately achieve your reward with stable, dependable, and genuine, programmable response and communication rates.
Think of your marketing promotion like a three-legged stool. You need each leg to be sturdy, or the stool will fall. In this case, the legs of your stool represent your niche, your content, and your credibility. Therefore, to achieve great branding, you must also focus heavily on the content of your message. You must spotlight that segment of your market (your niche) for which you want to be known. For example, prenatal care, make it your mission to provide fresh, innovative, and helpful information that compels Moms to read.
In fact, in an article written for the Balance.com, author Laura Lake says, “There is a lot of confusion around branding, there are multiple definitions, so what is branding? Decades ago branding was defined as a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company. The brand was identified of the elements that differentiated the goods and or service from the competition. Today brand is a bit more complex, but even more important in today’s world of marketing.
It’s the perception that a consumer has when they hear or think of your company name, service or product. That being said, the word ‘brand’ or ‘branding’ is a moving target and evolves with the behavior of consumers, I think of it as the mental picture of who you as a company represents to consumers; it is influenced by the elements, words, and creativity that surround it.”
As you can see, to create a successful brand, you must understand the needs and wants of your patients!
You must also establish your credibility. In a crowded market, where your patients have a lot of choices, you must stand out as a leading expert. Incidentally, this would be the complete opposite of mass marketing. You will never be an expert if you try to be all things to all people!
As stated earlier, credibility starts by targeting your market and developing your reputation as a great resource. In essence, becoming a mini-celebrity to the right people because you’re trustworthy, knowledgeable, and close at hand.
Becoming invisible in business requires a series of steps (all of which can be corrected). Because of your status, everything you send must be excellent and incomparable. You must position yourself as the best and only solution! Think about it; you’re not breaking new ground, organizations like the Mayo Clinic and Johns Hopkins set a masterful blueprint. You too can achieve similar results, if you dedicate your brand to that level of preeminence.
*I would invite you to discover more about our unique strategy to develop your Authority Brand. Read our article on becoming a “resident expert” in your field. Learn how to create division (from a patien what is t’s perspective) between you and every other chiropractor in town.
A business based on brand is, very simply, a business primed for success.
— David F. D’Alessandro
Speaking pragmatically, the only reason to send out any marketing piece is to have it opened, read, and take action. However, if your message is boring, tired, generic, and lacks a compelling message, then… One could even argue that if the message has no appeal, why send it out at all?
The creation of a brand requires discipline and a commitment to excellence. Your message must draw new patients; all of which result in more profits to enhance your bottom line! Furthermore, your correspondences should be even stronger to your current patients — you don’t want them stolen by your competitors.
Do not short-change yourself! To be successful, you need to align yourself with a robust, comprehensive system. You need an active set of tools crafted by uniquely qualified, experienced and talented professionals. What you don’t need is a “pre-packaged,” “cookie-cutter,” “miracle-in-a-box” marketing solution from the corner store. You need a personalized system!
“Resident experts” guarantee fruitful and predictable marketing outcomes because they carefully control their marketing system. Fact, not all chiropractors are good at marketing or promotion, they know enough then to bring in the right professionals.
The ideal person should work hand-in-hand with you to develop your brand from the ground up. The goal should always be either: to create or transform your marketing program. Begin with the most basic, most used, and most often squandered touch point, your emails. What are you sending? Is your message targeted? Is the content engaging to that particular audience?
Your email starts daily conversations with your patients; are they a random guessing game blindly looking for the target? Think about this too, if your emails are weak, chances are the rest of your marketing is no better!
We are all judged by our performance and appearance. However unfair, if your presentation is lacking, you may not get a chance to perform!
Either by accident or design, too many doctors do not have a plan. They haven’t aligned themselves with someone who can elevate their unique message; as such, they commit these sins:
Many Chiropractors think that ANY communication is better than NO communication at all. Nothing could be further from the truth! If you don’t put any thought or care into your marketing or communication pieces, you shouldn’t be surprised that no one reads or responds to the message.
Many doctors turn to generic industry pieces; they display no regard for what their clients want or need. Afterward, they seem blindsided when no one intends to read those pieces.
As we mentioned earlier, being invisible in business requires several critical steps that sabotage your success. For example, many doctors practice a “churn and burn” style for their marketing campaigns. To illustrate the point, when they send out emails, they bombard their patients with non-specific clutter. These dispassionate efforts lead to a fatigued list that no longer cares about the sender. Eventually, if not corrected, that business stream dies down.
Instead, successful branders master their message, project authority, and are highly targeted! These DCs know what their patients want; then they deliver highly focused information. Your message too must be a scientific marketing machine, creating predictable and robust results for your business over and over, year after year!
We speak with many doctors who want to improve the quality and quantity of their practices. Frankly, by the time they call on us, they’re not happy with their past results.
In conclusion, if you’re unhappy with your current results, we believe we have a unique solution for your clinic. We want to teach you how to transform your marketing campaign. You will be using our proprietary system that I’ve developed and field-tested for 30 years.
My experience has taught me several essential truths; I want to share that knowledge with you!
We invite you to call us!
From the desk of Claudio Gormaz of Summit Marketing Strategies