Last updated Jan. 24, 2022
Branding has become a staple in the business world.
It is a term so common that virtually everyone that does one form of business or the other harps on branding every now and then.
However, while branding may seem like a buzzword that everyone mentions, it is not just that.
Branding is an essential concept that can change the fortune of any business and project it even better.
Everyone from entrepreneurs to business consultants, digital marketers and even medical practitioners talk about branding.
So how does it come into play exactly?
Effective branding has always been a solid tool in the corporate world, and brands have used it to make profound statements, communicate with their audiences and make people talk about their products.
Small businesses have benefitted from effective branding, and one thing has been proven over the years - properly and strategically implemented branding can help any kind of business, including a gastroenterology practice.
So how does a gastroenterology practice put an effective branding strategyin place?
This article answers that question and teaches us the A to Z of effective gastroenterology practice branding.
First things first, what is a Brand?
Everyone seems to know what a brand is at the surface level until they have to dig deeper and dissect the meaning.
Dictionary definitions might confuse you, and the internet does very little to help.
However, there’s a simple answer that works, and that’s defining a brand as the personality of a business.
A brand is a picture, what an entity represents and what the public or customers see.
For your gastroenterology practice, the brand is the mental picture patients, and prospective patients have about the practice.
When they think about your practice, what comes to their minds? What strikes them hard as the stand-out thing about your practice?
So, that’s it. Effective branding is how you make your business relevant, stand out and memorable to your patients.
A brand may be a picture etched in the minds of customers, but so many things make up a brand.
Components like your practice’s name, the logo, the color scheme, the images, the brand promise, the mission and vision and many other things.
In the process of creating an effective branding for your gastroenterology practice, you must take all these components into account to get what you want.
The first thing your patients and prospective patients come across is your practice’s name.
The name identifies it, and just like personal names, it is what people will know your business with, and if they have to recommend or discuss your practice, the name will always be the starting point.
Your branding begins with the name, and for your gastroenterology practice, effective branding starts with choosing the right name.
The name you’ll choose for your practice has to resonate with you and your practice. Patients should easily be able to relate the name to a medical practice.
It could be from your personal name, a regular word, or the name of something dear to you. Just make sure the name fits and gives everyone the idea that you run a gastroenterology practice.
If you’re ever going to have a website, social media pages or even complimentary cards for your practice, you need a logo.
The logo represents your brand visually, and the goal of every brand is to have a recognizable logo that anyone will see and know that it’s for their business.
Logos are so essential for branding purposes and getting a perfect logo can make all the difference for your gastroenterology practice.
Logos are mostly simple but behind that simplicity lie a lot of thoughts and ideas that must have gone into the colors, imagery, and mood.
Your logo should be simple yet unique enough to draw people’s attention.
So, make sure your logo is good enough because for everywhere your gastroenterology practice name appears, your logo is very likely to appear next to it.
We mentioned earlier that branding is your way of etching an unforgettable picture in your patients’ minds. You want them to remember your brand with your logo, colors, images and other elements that you have created with your branding.
The main goal with branding is to evoke emotions and moods out of people. If they can connect with your brand in those ways, then you have succeeded with your branding.
Your gastroenterology practice is aimed towards saving lives and making people feel better; your images and color scheme should reflect that.
Use positive images and colors and keep them consistent across all your communication platforms.
Your brand’s promise is part of your branding as it communicates what your gastroenterology practice promises. What do your patients stand to gain when they interact with your brand?
When you promise them a “clean bill of health,” that’s you making a promise and communicating your value offering.
Your patients need solutions to their gastrointestinal issues and just want to live healthily in the end.
Your brand promise is you giving them hope towards achieving that. You should make sure to state that promise clearly, so they know what to expect when they trust your practice with their health.
Online Marketing is not successful until a brand promise exists and is clearly sent out. Keep it short and enticing.
We have touched on the basic elements that define a brand and the roles they play in your gastroenterology practice branding.
However, it doesn’t end there. The A to Z of effective Gastroenterology Practice has other things you must know and important steps you must take to achieve real results.
Your practice wouldn’t be a practice without your patients. It only becomes successful when you get more patients and successfully fix their health worries.
More than half the time, many gastroenterologists believe they know what their patients want, but this is usually not the case. To know what your patients want and value, you may need to interact with them more closely.
Ask for feedback when they use your services and talk to them directly to get more insights into their pain points and suggestions.
Getting closer to them gives you an idea of how they see your practice, and this helps you improve as a brand.
While it makes sense to focus on one’s race without minding the noise, the business space is a competitive one. No business ever got ahead without doing something their competitor isn’t doing.
Observe your direct competition and learn one or two things from them. Look at their brand and strategy and see how well they’re working out for them.
Improve on the things they’re not doing well and apply to your gastroenterology practice.
You can also explore other gastroenterology practices’ brands in other cities. They may have strong brand images where they operate, and some of their strategies might work for you.
You don’t have to copy them, but you can learn from them to improve your own brand too.
The most important part of branding is getting people to actually see everything about your brand. Beyond your brand promise is another crucial aspect of messaging which is projecting your brand’s strengths.
You have to ensure you’re sending out the right message about your gastroenterology practice, which means finding the areas you’re strongest at and put them out for people to know.
Highlight your strongest suits and those things your practice can do but others cannot. Add them to your brand promise, and your patients will have specific things to hold on to when deciding which gastroenterology practice to choose.
Once these strengths become fully associated with your practice, the possibilities become limitless.
The right time to start is today, and with all the tips we have highlighted above, if done right, your practice should be gaining maximum traction in a few months.
Branding for a business, especially a gastroenterology practice, is something you have to take seriously. Your practice’s success is hinged on patients continuously booking appointments and walking through your doors.
Put in the work to earn trusted status in the medical world, and you may be well on your way to reaping the long-term dividends.
At Gastroenterologist Marketing, we specialize in helping practices like yours optimize their sales funnels to start getting consistent leads; which result into more patients and business growth.