Is your aesthetic practice unique and special? Everyone believes that we are members of a truly unique practice or organization but how do we convey that to our existing patients and to potential new patients? Branding is an opportunity to create a name, a term, a symbol, or design that identifies and defines your cosmetic practice and will differentiate your practice for other practices. This article will discuss the concept of branding, how to create a brand for your practice and why a brand will make your practice appear to be the only practice that patients will want to use to solve their cosmetic problem.
What Does Your Personal Brand Say About You?
Have you thought of yourself as the best in your field in your community? Or the best surgeon for specific cosmetic procedures, such as liposuction or blepharoplasty? Or even the best cosmetic urologist in your hometown? Do your patients see you as the superstar and do they know about your specific areas of expertise? If not, you need to build a more cohesive image using branding. Branding is the art of attracting your preferred patients using very specific messaging that will get their attention.
What is Branding?
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
Branding is actually more than that. It’s everything you do to attract and maintain quality aesthetic patients. Branding is not sales. Branding is emotionally attracting the type of aesthetic patient you want in your practice who chooses you over your competition. Your personal brand is who you are, what you do, and your leading attribute in the eyes of your preferred target market.
Branding: Hype or Sales?
Branding is more critical than marketing or sales. Branding is influencing and changing the way people think. Branding appeals to desire and touches emotions. The goal is to emotionally predispose potential patients into entering into a relationship with you because they believe you are the best choice – for them.
With more information at their fingertips, today’s aesthetic consumers are too sophisticated and skeptical to be sold. They want to arrive at their own decision on their own terms. Branding is helping them get there. Branding “pre-sells” your expertise, or you, before the patients even meet you. These potential patients call to make an appointment because of the aura or the impression that you have created that you are, indeed, the best at what you do. They also believe they will receive outstanding care from you and your staff.
Branding offers you an opportunity to sculpt your practice exactly as you would like. Your brand can attract only cash-paying patients, patients of a certain demographic such as age or location, exactly the procedures or problems that you would like to treat and the problems or conditions where you truly are the expert, and finally, the patients that provide you with the greatest satisfaction of providing them your medical care and expertise.
Just as successful practices have a mission statement that serves as motivation to their staff and a guarantee to their patients, a brand is your opportunity to declare your promise to your patients about the outstanding service that you will provide them.
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Catherine Maley, MBA is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars. | View Author Profile | Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying