Branding Your Practice: Principles of effective Branding Your - PDF document

4/17/2018 Branding Your Practice: Principles of effective Branding Your Practice: Principles of effective marketing marketing Russell H. Samson MD, FACS, RVT Clinical professor of Surgery (Vascular) Florida State University Medical School .Senior Surgeon, Sarasota Vascular Specialists My Disclosures  I am the senior partner in Sarasota Vascular Specialists  This slide contains our practice logo  I designed the branding for our practice  My partners refuse to pay me for my efforts @%#@$*$*^ 1

4/17/2018 Previous Perception to Marketing  Many physicians felt it was Want to by taboo for a profession like medicine a cheap - Inappropriate and fempop? unprofessional - Used Car Salesman You may be the best Surgeon BUT!  If no one knows who you are  No one will use you  You do need to market 2

4/17/2018 Principles of Effective Marketing  Discovery  Strategy  Solutions  Implementation  Review Discovery - Who is your competition? - Why are they successful? - What messages are they conveying? - What are the competition’s weaknesses? 3

4/17/2018 Discovery  What are the strengths and weakness of your practice?  What differentiates your practice? - What is unique about your practice? - What is unique about your staff? - Why do patients come to you ? Discovery  What are you marketing? - The practice as a whole? - Individuals within the practice? - Specific aspects of the practice? 4

4/17/2018 Discovery  Knowing these answers will help you define how you want to position yourself and your practice - i.e. define your Brand Branding & Logos AMA (American Marketing Association) defines a brand as a “ name, term, sign, symbol or design or a combination of them intended to differentiate a seller from other sellers” 5

4/17/2018 Branding  Develop a logo, a graphic image and a name - Use this on all materials that come from the practice  Essential to establish a corporate image - How you want your personnel to be seen  Uniforms  Attitudes  Phone calls Strategies for Branding  Internal  External 6

4/17/2018 The Name  Is Surgery a four letter word? - Sarasota Vascular Specialists  Mention the Neighborhood, City, State, Country?  Are you a Center? An Institute? The American Institute for Vascular Diseases But you are just newly minted surgeon just out of fellowship 7

4/17/2018 The Logo  Incorporate both veins and arteries?  Easily differentiates you and your practice  Clearly represents your identity 8

4/17/2018 The Tag Line  A brief statement of what you d o or who you are that can be added to your logo 9

4/17/2018 The Practice “Corporate” Image  Your Building  Your Office  Your waiting room  Your Staff  Your Phone  You! 10

4/17/2018 INTERNAL MARKETING  Brochures  Websites  Presentation Folders  Stationery Systems  On-Hold Audio Brochures  Ref Physician Newsletters  Email news letters  Promotional Posters  Product Packaging  Staff Training  Lectures  Patient Portal 11

4/17/2018 EXTERNAL ADVERTISING  Newspaper & Magazine Ads  Free-Standing Inserts  Social Media: Facebook & Twitter  Radio & TV spots  Infomercials  Billboards  Promotions  Custom Procedure Videos 12

4/17/2018 EXTERNAL ADVERTISING  Direct-Mail Postcards  Yellow Page Ads  Val-Pak Coupons  External Signage  Practice Liaison Training  Public Relations  YouTube Videos Doctors read the newspaper and watch TV too! 13

4/17/2018 Implementation  Do it yourself or hire a professional - Agency - In-house  Stay involved – - A simple “hands off” approach to marketing and advertising will almost never result in success 14

4/17/2018 That’s what they remember 15