Many choices made by consumers are based on successful branding or rebrand. In most cases, people are driven to brands that are familiar or that they associate with quality. Quality in healthcare means providing the care the patient needs, when they need it, in an affordable, safe, and effective manner.
When people hear the word “branding,” the first thing that usually comes to mind is a recognizable symbol, which consumers can easily identify, such as a logo. But branding is much more than a company logo and advertising materials. Your brand defines your practice as a whole.
As with any business or organization, as time goes on, it is crucial to check in on the health of your brand. Brand assessments are essential steps in the evolution of any organization and provide the opportunity to ensure that the brand’s growth is on track and that marketing efforts aren’t being wasted.
3 Signs Your Practice Needs a Rebrand
Rebranding is a perfectly common business and organization move for many companies. Rebranding is the reshaping, remodeling, and recreating of your organization’s trademark and brand identity. The purpose of rebranding is to restructure your powerhouse and develop new, improved strategies that will enrich your practice or organization, which helps create a closer bond between you and your patients.
When should your medical practice consider rebranding? Here are ways you can know when the time is right:
You have an outdated website
Today’s web-savvy consumers rely on your internet presence and branding to give them insight and information about what your practice has to offer. Unfortunately, graphic design, photography, and web pages begin to look antiquated within two to four years. Not only does an outdated website look visually unpleasant, but it can also make your practice look unprofessional and unreliable. Here are a few statistics that may push you to update your website:
- According to NJIT, 60% of US millennials expect consistent experiences when dealing with brands online, in-person, or by phone.
- 38% of people will stop engaging with a website if the content/layout is unattractive and 39% of people will stop engaging if images won’t load or take too long to load.
- 47% of people expect a web page to load in two seconds or less.
If your last blog entry was three years ago, this can also make your site look dated, as well as give the impression that your practice is no longer in business. Healthcare brands need to look as modern and advanced as their services.
Your brand doesn’t express your unique positioning
It is so easy to find a healthcare provider nowadays, and there are a ton out there. What makes your practice unique? If your brand doesn’t express your unique positioning in the market, you may want to consider rebranding your practice.
Brand positioning refers to the consumer’s perception of a brand or product in relation to competing brands or products. It is all about establishing the image or identity you want of your brand in your target audience’s mind, which helps differentiate your brand from competitors.
Showing authenticity is a great way to differentiate your brand from others by sending genuine messages and ideas that resonate more powerfully with your audience. In fact, 86% of consumers say authenticity is important when deciding what brands they like and support.
Your messaging is targeted to the wrong audience
Knowing your audience is central to any marketing strategy. If you don’t know your audience, you will have a difficult time figuring out what strategies or media to choose and what messages to give out.
Take a look at your brand, such as your website, marketing materials, the services you provide and their costs, your email marketing, and local advertising. Do these appeal to your target audience? If you find yourself leaning more towards “no,” then developing new messaging may be in order.
Interested in hiring a professional marketing team to help rebrand and grow your practice? Contact the healthcare marketing experts at LEVO Health today by calling 855-234-0232 or visiting our contact page online.