Defining Your Healthcare Practice’s Unique Value Proposition
Choosing a healthcare provider is a complicated and significant process involving lots of research. When patients begin the process of finding a qualified provider, they will sort through reviews and testimonials, ask friends and family, and scour the internet until they find one that matches their needs and has availability. However, this decision involves factors that many patients do not even recognize – including how healthcare brands present themselves online, their message, and their unique value proposition.
Creating a unique brand identity is imperative for brands looking to stand out amongst their competitors. From a glance, it appears that all providers can offer the same services and quality, making it up to the brand to differentiate themselves. This can be difficult, especially in the healthcare industry as creativity is often restricted. The key to surpassing this obstacle is to spend time defining your brand and goals and allow this to guide you as you create content and facilitate large decisions.
Identifying Your Target Audience and Their Needs
The first step necessary to define a unique brand is identifying your target audience. Depending on the services your healthcare center provides, your target audience will drastically change. For example, if your practice specializes in pediatrics, your target audience will be parents, or mothers between the age of 28-35. Determining a specific target audience can help you streamline content and pick communication channels that will garner the most attention.
Next, you want to consider your audiences’ needs and what you can do to fulfill those needs. For many patients, appointment availability, quality of service, and proximity are of the utmost importance. With this in mind, your brand may want to emphasize how it excels in these areas. Whether you accept same-day appointments or you are located in a heavily populated area, these are points you should focus on throughout your content strategy.
The key to marketing is to call attention to the most desirable parts of your brand. To do this, you must first identify your most desirable qualities. NewGen Marketing is a thought leader within the healthcare industry, and we have helped countless brands determine their unique selling point. Here are a few qualities that we have found to draw patients in:
- Appointment availability
- Wide insurance coverage
- Modern imaging
- Highly-ranked medical professionals
- Unique specializations
Developing a Consistent Visual Identity for Your Brand
Looks are not everything, but they are undoubtedly important when it comes to digital marketing. A cohesive visual identity plays a huge role in the way potential patients view your healthcare brand. Before creating any visual content for your brand, you will want to collaborate with your team to determine your brand vision. This includes everything from brand colors to fonts, and from image styles to brand voice. This visual identity should be used on all your socials, websites, and any other marketing channels.
Implementing Consistent Branding Among All Touchpoints
Implementing consistent branding across all touchpoints is crucial for a business to establish a recognizable identity. From the company’s website and social media platforms to its physical stores and marketing materials, every interaction with patients should reflect the same brand personality and messaging. This cohesion ensures that customers can easily recognize and relate to the brand, building trust and loyalty over time. Consistent branding also helps in creating a professional image as it portrays attention to detail and a commitment to quality.
It is often difficult to create a healthcare brand identity that is fresh and introduces new ideas. As an industry, healthcare is rapidly changing, but the language we use to market it stands still. NewGen is introducing a new approach to healthcare marketing that emphasizes each brand’s unique features. We can help you find your brand’s most sought-after quality, and turn it into a huge selling point.
How Can NewGen Help Your Healthcare Brand?
NewGen Marketing is a modern marketing agency specializing in healthcare. Our team of experts understands what acquiring patients are searching for, and where to meet them. We offer a variety of services to brands looking to improve their digital persona, including call center services, website development, content marketing, graphic design, campaign advising, and more. Your brand is special, even if you do not know it yet. Partner with NewGen and discover the heights your brand can reach.
Healthcare Brand Development with NewGen Marketing
NewGen Marketing is dedicated to creating individual, creative brands that customers want to engage with. Just because you are a healthcare brand does not mean you should have to sacrifice any bit of individuality. Join NewGen Marketing and discover the future of the healthcare industry.