November 29

Building your brand for the long haul

Creating a campaign that endures and adds value to your brand is much easier said than done. We know that every product or service in the market-place seems to have an ad campaign. In fact, many ad campaigns [and here I start wondering about the consistency of messages and brand values, but that’s another story].

The first step is to sit where your target consumer does, and imaging the deluge of messages they receive. Then consider…a message of quality, custom and relevant information, that creates the picture that is relevant and appealing to that customer. There you have the beginnings of brand building.

“People are hungry for
stories. It’s part of our
very being. Storytelling
is a form of history, of
immortality too. It goes
from one generation
to another.”
—Studs Terkel,
Pulitzer Prize–winning
audio historian.


Then ask yourself ‘why would I care?’ Because if your message doesn’t pass that test, we won’t get very far. Many clinics I see are generally talking about the features of their services and equipment in particular. Let me say your patient is not interested in what the device does, or the HA value of that techy new injectable. Your patient is interested in what treatment options you have for her ageing skin, or her rosacea, or what he can do about his muffin top.

“Brand awareness and sales are achieved not
through traditional advertising, but by developing
brand-relevant programs that help users accomplish
the task at hand.”
—Aaron Shapiro, author of Users, Not Customers:
Who Really Determines the Success of Your Business


So a couple of things for that to-do list:

Consider developing a story about the most popular concerns you identify. Cellulite, wrinkles, pigmentation or whatever your most common or specialty concern is. Your website, ads and brochures should be couched around those, so mix up the options and list them by concern, not by treatment modality; and then configure them from least invasive to most invasive. This can apply to your menu list, web copy, consumer brochures, ebooks or even your poster on the waiting room wall. Look at this like consulting a patient; creating a story around the concern.

Ask your receptionist, practitioners and yourself what exact words callers use when they outline their problem, and ensure you use them as well as the clinical names.

Ensure your staff know all the treatment options for each area of concern, by heart. Remember that a patient tat comes to you for a small problem will progress to further treatment if you achieve a great results and gain her trust.

Here’s to attracting and keeping more satisfied patients.