Branding is an important part of a business plan – regardless of the business. Retail stores, tech businesses and even medical practices can benefit from a solid brand. In some cases, an initial branding strategy may not achieve the expected results, or the goal of the group may change. At what point is it time to change a branding strategy? The answer will vary for each practice, but now may be a good time to review your practice’s goals.
The nation is in the midst of uncertain times. Business leaders can use this moment to review priorities and evaluate their business plan. Henry Ford Health System, one of the largest employers in the Detroit area, provides an example of what this means in this moment in the health care industry. The health care group decided to hire on a new senior vice president and chief marketing, communications and experience officer with the primary goal of transforming their brand. The group stated it was using this moment to focus on strengthening connections with patients and expects the new hire can help build this into the group’s branding strategy.
Private practices that decide now is the time to rebrand their group may consider the following to help guide the conversation:
- Stand out. Are you focused on innovations and on the forefront of technology, or communication and keeping patients involved in their health care journey? Find your focus and build on that during your branding strategy sessions.
- Engage. Include all important members of the group in the conversation. Make sure employees who interact with patients are apprised of the strategy as they may be the primary connection between the community and your practice. Having all members of the group commit to the new brand will help better ensure a smooth transition.
- Focus. Consistency is important. If you have a website, make sure it reflects the new branding strategy. Look over letterhead, review any recording messages and phone services to make sure patients are exposed to messages that are in line with your new brand.
As part of the rebranding process, it is also wise to conduct an internal audit to better ensure business practices are inline with anti-kickback and anti-referral laws. This will help to better ensure that in addition to a strong brand, the group can also maintain integrity within the community.