Whether you are a new orthopedics practice just getting started, or a long-established one looking to reach out to new patients, you have likely asked yourself how to develop a brand for my orthopedics practice. Before jumping into the process, it’s important to get some of the facts about branding and why it matters not only for your current marketing campaign, but for the future of your entire practice.
What is Branding?
Although branding often comes up in conversations about developing or expanding your marketing campaign, in reality, it is so much more. Your brand is the heartbeat of the relationship you build between your patients and your orthopedics practice. It tells patients new and old what they can expect from your practice at every turn; simply put, it is your promise to your patients and to the community you serve.
Why Does it Matter for My Practice?
In health services (such as in the orthopedics field) more than in many businesses, your entire practice is based around the relationship between your doctors and patients. As with any relationship, trust is a fundamental component of success. Do patients know what to expect when they contact your office for the first time? And during every visit that follows, can they have confidence in the quality of care they’ll receive? Your brand should be developed in such a way that the promise of quality and trustworthiness is both clearly offered and consistently delivered upon, every step of the way.
How to Develop a Brand for My Orthopedics Practice
1. Do Some Soul Searching
Once you’ve asked yourself how to develop a brand for my orthopedics practice, some soul searching is in order to discover what the heart of your practice truly is. Start by asking what it is that sets you apart. What can patients in need of orthopedics services find with your practice and nowhere else? In addition, consider your target clients; what it is it that your particular patients need or want in an orthopedist that your practice can provide? The answer to these questions and others will help you begin to really develop your specific brand.
2. Create a Logo
Although it will probably take hours of conversation to answer the above questions, your brand should be concise and easy to communicate once you have a USP (unique selling proposition). Once you’ve developed a tagline that easily summarizes the heart of your relationship with patients, start thinking visually for one of the best ways to build a brand – through a great logo. A logo is easier to remember than a long explanation, and can have a much greater impact through the pairing of key words and images. Your logo will appear everywhere from business cards to websites, and so it should be a striking and memorable representation of your brand.
But wait, you may say, I don’t know how to design a logo; I can barely draw a stick figure! Rest assured that once you’ve articulated your brand, the experts at Farotech can help you develop a logo that reflects your practice and promise to patients.
3. Move From Icon to Identity
When it comes to branding, one of the key concepts is consistency. Just as your promise should stay the same from patient to patient and year to year, so too should your brand offer a consistent representation of that promise. Once your central logo is designed, it’s time to turn that into a corporate identity that appears throughout your marketing materials in a way that is consistent without becoming repetitive. Developing a corporate identity package will ensure that your practice will maintain the same recognizable promise, even as you and grow and change over the years.
Want more tips to answer your question on how to develop a brand for my orthopedics practice? Contact Farotech today for more innovative branding ideas!