If I were to ask you whether your practice has a defined brand, you would probably say yes. You have a logo and a website, so you’re all set, right? Wrong. These elements are all important pieces of the puzzle, but your brand as a whole encompasses so much more.
Understanding and defining your unique identity—or brand—is an important practice-building step that is often overlooked, and one that is key to effectively marketing yourself and your services. Plastic surgery and medical cosmetic patients often need help determining which provider is right for them, and having a brand that sends a clear, consistent message about who you are and what you have to offer can set you apart from your competitors.
Whether you’re developing a new brand from scratch, or you’ve been in business a while but haven’t yet taken the time to create a solid brand; there’s no time like the present to get started with aesthetic brand marketing.
Decide what you want your brand to say about you.
Your brand is what your patients will think of when they hear your name; their perception about who you are, and the kinds of products and services you offer. So, what do you want your brand to say about you?
If you’re having trouble deciding what it is you’d like to convey, focus on your company’s mission and core values, and ask yourself some important questions. Why did you start your company? Who are your customers and why do they choose you over your competitors? What benefits can you offer them that others can’t? The answers to these questions can really get you thinking about the message that you want to communicate for your plastic surgery or cosmetic medicine clinic.
Communicate your brand to patients.
Once you’ve identified your brand, it’s important to effectively communicate it to existing and prospective patients. It should be apparent in all that you do – from your day to day operations and bedside manner to your marketing materials and advertisements.
Branding begins internally. Put your branding message in writing and make sure every staff member delivers on your brand attributes in every patient communication and interaction; even your office decor should be “on-brand”. Of course, aesthetic brand marketing extends to your website design, social media presence (including how you interact with fans of your pages), print advertisements, events, and more.
Oh, and that logo we mentioned before? Here’s where that comes in. If you don’t already have one, develop a great logo and colour scheme that carries through in all your branding efforts, and display it prominently and consistently.
As with most things in life, it’s important to be consistent. Make sure you’re reflecting and reinforcing your brand in every interaction with your patients. The goal is for your brand to become easily identifiable (think Coca-Cola or Tiffany’s – dream big!), so continuity in everything you do—from your decor and staff training in your plastic surgery or dermatology office, to your brochures and online presence—is crucial.
We always recommend developing brand standards or guidelines to protect the identity you’ve established. These standards should outline the colours, graphics, logos, fonts and key messaging that make up your brand to ensure consistency in your aesthetic brand marketing.
The most important piece of the puzzle? Consistently providing a positive patient experience and building trusting relationships. If you’re always working to deliver on your brand promise, people should know what to expect when they visit you, and your office should be a place that they look forward to visiting.
So there you have it. Really understanding and developing your brand identity could be the key to attracting more qualified plastic surgery and skincare patients who are looking for what you have to offer. That being said, it’s not always easy. If you’re looking for some help with your aesthetic brand marketing, don’t hesitate to reach out; the team at Victory Media would love to help.