It seems like everyday, someone new is setting up a health or wellness practice in your community. That can make it very hard to compete as a wellness provider. Likewise, from a patient standpoint, it can make things confusing as they don’t know where to go when they need wellness care. One excellent way that you can insure that people will choose your practice ahead of the rest is by using market branding as an advertising tool.
Market Branding is defined as using a promotional image or products to create a theme for your business. An example of this may be the promotional items that your local fast food restaurants, hotels or banks give out to their customers. Long after the service has been rendered or the product has been consumed, people hold onto those promotional items so when the next time they think of a service or product they need, they return to that same vendor to take care of them. Healthcare and wellness is no different from any other kind of industry when it comes to market branding- in fact it’s a very friendly industry in which to try this approach. Here are some ideas to help you get started with branding your practice so that people will find you and keep coming back.
The Logo. This is by far one of the most important aspects of the branding process. Create a somewhat neutrally themed logo that represents what your healthcare or wellness practice stands for and whom your primary patient or client is. If you want to appeal to the people who will take advantage of the services that you offer, then you may want to take the time to think about what will appeal the most to them. For example, if you are operating a salon service that will be used mostly by working women in your community, then you may want to create a logo that depicts something to do with femininity perhaps. Sometimes, it’s best to look around at other successful businesses to see what works for them to get ideas about what your logo should convey. Keeping the logo somewhat neutral allows for adaptation as your practice moves forward.
Print Marketing Materials. Once you’ve carefully selected a logo that depicts what kind and to what clientele you want to market your business to, it’s time to create marketing materials that display this logo. You can start with simple marketing materials like business cards, brochures, and signs. Be sure to create promotional items to give away to your clients or patients as well. Eventually, depending on the type of service or practice you have, you can develop a larger spectrum of printed marketing materials to distribute in the community, give out to clients or patients and to advertise your practice.
Television and Radio. Many more people listen to their favorite radio programs or catch television shows throughout the week than read through community ads or publications. Why not take advantage of this media and create affordable spoken ads that can highlight who you are as a wellness provider and why consumers should choose you over other providers. It’s always a wonderful thing to get references and testimonials from others to use in your ads. Then as part of the branding process, be sure to have a catchy saying, tune or phrase that will stick in their head afterwards.
There are so many ways that you can use market branding to help grow your practice; these are just a start of great things for you. Fairly soon, the results of these efforts will be realized as the numbers of clients or patients increase.