fbpx

Branding Yourself in the Healthcare Industry: Common Oversights in Medical Practices

Quick summary: Jennifer Hickerson asks us to explore 3 of the most commonly overlooked branding mistakes in building a medical practice.

Branding Yourself in the Healthcare Industry: Common Oversights in Medical Practices

 

I want you to imagine for a second that you’re a 75-year-old going into your primary care doctor’s office. As soon as you walk through the door, you’re greeted by lime green walls.

 

 

What goes through your mind?

 

This is giving me a headache.

Why would they do this?

Did my doctor move and not tell me?

 

Now, put yourself in a 6-year-old’s shoes going to visit their pediatrician.

 

Do your thoughts change?

 

I want this color for my bedroom!

This would look cool with some trees painted on there, too!

I wonder what color the exam rooms are.

 

Welcome to branding — where everything you do or say represents you and your practice.

 

Overlooked Branding Mistakes

 

Okay, so choosing the lime green walls as an example may have been a bit of an exaggeration. But it was meant to get your attention and help you understand your patients and how different audiences react to the same situation.

 

What’s something a little less obvious than blinding wall saturation?

 

 

Let’s explore 3 of the most commonly overlooked branding mistakes:

 

 

  1. Personality Discrepancies

 

Yes, yes this does have to be taken into consideration.

 

Different fields of practice require different ways to approach patients.

 

 

Consider these 3 different scenarios:

 

  1. You have severe depression.

After months of nagging from your family, you finally decide to give therapy a try. You walk up to the front desk and the receptionist is cold and aloof. You feel like your mere presence is a disturbance and you begin crying. The receptionist then tells you to take a seat while trying to avoid eye contact with you.

 

 

  1. You are a parent with a child who has the flu.

They’ve been crying all day because they don’t feel good. When you finally get to the pediatrician’s office, there are 4 other parents with children ahead of you. The line isn’t moving and your child is pulling at your pant leg whining. That’s when you notice the person checking you in is having a conversation with the first person in line. They don’t appear to know each other but asking questions about a birthday party seems to be taking priority.

 

 

  1. You’re a new mom who has just given birth to a beautiful baby.

 

Unfortunately, it was a traumatic delivery and your baby’s face is extremely swollen. A nurse comes in to coach you on how to breastfeed and your baby isn’t latching. The nurse then tells you that your baby is incapable of suckling and should just stick to bottles.

 

 

 

 

Your decision to hire shouldn’t be based solely on skillset alone but also whether or not that person will represent what your practice — your brand — will be remembered for in the memories of your patients.

 

  • Do your employees need to exhibit an exceptional amount of empathy?

 

  • Will a gift of gab be an issue at your busy practice?

 

  • Will your hired help need to know how to be sensitive in difficult circumstances?
Your decision to hire shouldn’t be based solely on skillset alone but also whether or not that person will represent what your practice — your brand — will be remembered for in the memories of your patients. Click To Tweet

 

 

2. Design and Decor Flaws

 

 

 

 

Why does this matter? Your patients are there for your expertise, not to enjoy an art gallery.

 

Because color and design affect the mood, that’s why!

 

Before we start, it’s important that I remind you that color associations are not universal and can mean different things in other cultures.

 

 

 

This is why it is imperative that you or a branding specialist conduct extensive customer research into your patient market.

 

 

Color and design affect the mood.

 

 

It is imperative that you or a branding specialist conduct extensive customer research into your patient market. Click To Tweet

 

According to an article by VeryWellMind — reviewed by board-certified psychiatrist Dr. Steven Gans — the following colors have the associated emotions:

 

 

White: Peacefulness, cleanliness, innocence, emptiness

Black: Boldness, power, mystery, unhappiness

Red: Love, passion, power, anger

Blue: Productivity, calmness, stability, sadness

Yellow: Energy, attention, warmth, brightness

Green: Safety, luck, nature, envy

Orange: Happiness, enthusiasm, attention, energy

Purple: Imagination, royalty, wealth, mystery

Brown: Strength, security, nature, isolation

Pink: Nurturing, kindness, romance, calmness

 

 

When you get the results back from your own personal customer research, apply this with a conscious mind to all of your decor decisions.

 

  1. Rugs
  2. Seating
  3. Products
  4. Photos
  5. Knick-knacks

 

What mood do you want your patients to experience in your office?

 

  • What mood do you not want your patients to experience in your office?

 

 

 

 

  1. Lack of Uniqueness

 

 

Can you tell me 3 reasons off the top of your head why patients in your market should choose you over your competitor?

 

Would people drive the extra mile to come to you or to avoid you?

 

In today’s market, you have to stand out. You want your patients to remember your uniqueness — not your blunders.

 

 

 

 

 

Let me give you an example:

 

Once upon a time, I used to run a medical detox office. We were a “chain” located in hospitals throughout the United States. In proximity to my location, there were 5 other offices within a 3-hour drive.

 

We consistently averaged 90+ patients per month while others were only breaking the 30 patient mark.

 

In today’s market, you have to stand out. You want your patients to remember your uniqueness — not your blunders.

 

 

Why?

 

Because people drove from across the state to come to our location.

 

Among others, here are 3 of the unique things we offered that the others didn’t:

 

  1. Private rooms
  2. A 2 drug detox selection rather than 1
  3. Cell phone access

 

In today’s market, you have to stand out. You want your patients to remember your uniqueness — not your blunders.

 

 

What can you offer your patients that are uniquely different from your competitor?

 

  • Cushioned seats at a chiropractor’s office?
  • A mural painted on the ceiling of a dental exam room?
  • Separate waiting rooms for sick and well patients?

 

 

 

In today’s market, you have to stand out. You want your patients to remember your uniqueness — not your blunders. #medtwitter #somedocs Click To Tweet

 

 

Remember:

 

Every great business in any industry is made up of small accomplishments.

Deciding to consciously make each and every decision with the patient in mind will put you ahead of your competitor — and better yet, your current patients will leave satisfied.

Tweet this out

EARN CME

This learning experience is powered by CMEfy - a platform that brings relevant CMEs to busy clinicians, at the right place and right time. Using short learning nudges, clinicians can reflect and unlock AMA PRA Category 1 Credit.

Ad from SoMeDocs.

SoMeDocs Front Page Header

Marketing physician voices uniquely!

Our Venture Amplifies Healthcare Voices.

Ad from SoMeDocs.

SoMeDocs Front Page Header

Marketing physician voices uniquely!

Our Venture Amplifies Healthcare Voices.

Jennifer Hickerson

Jennifer Hickerson is a copywriter and content marketer for professionals in the healthcare industry.

SoMeDocs

SoMeDocs, short for Doctors on Social Media, is a physician-created & led health media company that aims to build a beautiful catalogue of verified online healthcare voices. Our goals are to teach educated professionals tools for personal success, and to showcase them to the world, and facilitate the connections needed to grow. Join us.

My Life Dimmer Switch

My Life Dimmer Switch

Dympna Weil, MD confesses how owning the dimmer switch of her life changed EVERYTHING. She shares exactly how.

Negotiation series header: David Norris

Negotiate as a Physician and Win

Catch this 8-part series, hosted by physician & business consultant David Norris, MD, MBA & produced by Dana Corriel, MD. Learn to be a stronger negotiator with these important tactics.

Conversations with Shem: Season 2

Medical literature icon Samuel Shem, author of “The House of God” returns for season 2 of conversation, in order to discuss the broken healthcare system. This time, he’s brought the guests!

Doctors on Social Media Teach Podcasting Header Image

Doctors On Social Media Teach Podcasting

Today’s health experts are sharing their expertise in audio format using podcasts. Join us as we explore how we do this and bring on the innovators who are giving it their all.

George Mathew, MD, MBA

George Mathew, MD, MBA

Trying to learn as much as I can about healthcare and the business of healthcare, to try to create access to care for all patients

Roberata E Gebhard D.O.

Roberata E Gebhard D.O.

I am passionate about Gender Equity in Medicine, and I help physicians who have experienced workplace injustice!

Heather Signorelli, DO

Heather Signorelli, DO

Physician executive and entrepreneur on a mission to help physicians through a reliable medical billing service.

Mimi Zieman M.D.

Mimi Zieman M.D.

We all have inner voices that need to be listened to, and stories to tell. Voices speaking up for women and justice are needed now more than ever.

Meridith Grundei

Meridith Grundei

Perfection is highly overrated. It’s time to start getting comfortably uncomfortable and start sharing your voice with the world!

JD Gershbein

JD Gershbein

“Linkedin is like a raffle; you must be present to win.”

Ann M. Richardson, MBA

Ann M. Richardson, MBA

“The Doctor Whisperer” – Healthcare systems transformation consultant and fierce physician, care team, and patient advocate.

SoMeDocs Logo

The Healthcare Connection Hub

Disclaimer: SoMeDocs assumes no responsibility for the accuracy, claims, or content of the individual experts' profiles, contributions and courses. Details within posts cannot be verified. This site does not represent medical advice and you should always consult with your private physician before taking on anything you read online. See SoMeDocs' Terms of Use for more information.

Grow with us.

We take rolling applications for regular contributors

We had a fantastic turnout and brought a large number of physician contributors on board our 1st & 2nd rounds. If you’re interested in being considered for a future round, submit an application now and we’ll be in touch when it opens. Regularly contributing means you share your thoughts, stories, opinions, or advice on our website, and we make it pretty/circulate. It’s essentially our large effort to collectively market health experts and grow thought leaders. We also consider applications for our “Experts for Health Experts” section, depending on the pitch. Are you ready to join us? If you prefer immediate access & want to build yourself space now, consider becoming a member.

Play Video
Our Founder Answers Your BURNING Question

SoMeDocs

“Why should I become a member of SoMeDocs if I already have my own space online?”