Brand Rounds
The Principles and Strategies of Top Healthcare Professional Brands.
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A doctor’s brand is the patients explanation of her experience.
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A doctor’s brand is the patients explanation of her experience.
A doctor’s brand is the patients explanation of her experience.
[Medical sales professionals, consider sharing this important and timely advice with your favorite doctors.]
Many doctors have not been taught the principles of branding in the mindset of their ideal patients.
Unknowingly, countless private practice surgeons are attempting to make their brand stand for different, even opposing, things.
Full-service vs. “The Specialist in the Specialty.”
A solution: pick one thing you want to become synonymous with in the mindset of your IDEAL patient.
Most doctors default to a procedure. Is it any wonder patients are confused and can’t tell the difference between Doctor A & B?
Brand positioning for doctors desiring to become the “specialist in their specialty” can be differentiated and creative:
1. You are distinguished by your unique PERSPECTIVE.
2. You are differentiated by patient PROBLEM SOLVING.
3. You have developed a PROPRIETARY PROCEDURAL approach that differentiates you in the mindset of patients.Key takeaway: Claim a differentiated and unmet patient-centric position that other doctors ignore or will not develop as a value proposition.
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