The Value of Brand Building for Dermatology Practices

A strong and positive brand can help your dermatology

practice stand out in today's highly competitive space.

It can establish you as a leader in your area of

specialization and feed your online reputation.

Your brand is everything and anything that can be

measured by not only existing but also potential

patients.

A younger and more informed generation, a highly active social space, demographic shift, and upgraded content marketing strategies are just some of the reasons why

branding today is not just for brands like Samsung and Apple.

Brand is not limited to the material you provide to

your patients. It is a comprehensive and

encompassing expression of your experience.

It is your practice mission, treatment options, services

and technology you offer and use, quality of care you provide, and a promise of

value.

A brand is a unique story. It reflects your practice values and helps in creating a link in the minds of your patients when they think of you. This link associates your product and services with their personal stories and

helps in carving a unique personality for your dermatology practice.

Brand Building = Unique Identity

Patients want to see brand value before engaging with a practice. They want to know your brand

story - how your practice came to be established, information on the founders, online reviews,

your social presence.

Your patients want it all!

Your brand should reflect your mission statement and your core practice values. This makes it easy for potential patients to

understand what your practice stands for and helps create an emotional connect. If they know your brand, they know you!

The best way to distinguish your dermatology practice from the legion of competing practices out there is by developing a

distinctive name, logo, and tagline that best defines your brand essence.

Whether you provide multiple services or you have a niche area

of specialization, brand hierarchy is important. Prioritize core and important services that

you offer over other services.

Why?

Well, not only is brand hierarchy a marketing necessity, but it also

is an important element of operational strategy as it can

help you categorize, prioritize, and direct appropriate

marketing resources to the different services you provide.

Inconsistent branding can confuse potential patients and make them quickly lose interest. Focus on building and maintaining a consistent brand with respect to your logo, look, and message for all your online

real estate.

Branding is all about identifying your most promising consumer segments and then finding out the most effective and efficient path to connect with them. Focus on making your campaigns believable and

emotionally compelling to your target audiences.

Brand building is a heady mix of these 3 elements –

•Affection - Emotions and feelings of your patients

•Curiosity - Curiosity about your practice

•Excellence - A promise to deliver excellence of value

Advertising will not win you Brand Loyalty

Mass advertising is a way of building brand, yes. However, it is brand

authenticity and shared values with your practice,

that will win you brand loyalty.

Remember, people who buy into the idea of your brand

are the people who will engage with your practice, buy your products, and use your services. They are also

the most likely to recommend your practice to

others.

Make Patients Stop and Pay Attention

Become an on-trend, innovative, and inspiring brand and focus on providing engagement experiences that will inspire a

community of loyal brand evangelists.

Patient expectations and preferences are changing -Reevaluate your Brand Accordingly

Reacting to your audience needs is passé. Anticipate and lead from the front so your brand effectively reflects the changing

times.

If they can't relate, they will not come back

Simplicity as opposed to complex marketing messages and an easy to understand and deliberate identity should be your focus.

Communicate Hope and Inspire

Build a brand that can alter audience lifestyle and state of mind. Your patients will invest in your brand if it communicates the

ability to impact their lifestyle and inspire them. So make your marketing messages educational and address their needs.

Timing and Execution are Key

You need to be in-tune with the needs of your patient base. Anytime you want to introduce a new product or service make sure the process is seamless and there is a valid and absolute need for

it.

“What you do may not be unique, but you are. This is why putting your personality into your brand is so important. You're not in a niche or industry that is without competition. The only difference between you and your competition is your brand.”

― John Morgan

One Doctor, One Area, One Goal ~ Results!

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