Many medical businesses are not receiving the attention that they should from their target market, because they neglect the branding of their business. Although it might be crystal clear to the employees and proprietors what the business does, the consumer is not always so attentive. To a potential client, a hand doctor can be mistaken for a cosmetic surgeon in Beverly Hills quite easily if their logos are the same. As any first-year level marketing student can tell you, the slightest bit of confusion will lead to an instant “pass” in the mind of the consumer.
It is therefore incredibly important for all medical businesses to brand themselves uniquely in the eyes of the consumer. Whether you are running a residential treatment center or business offering in home caregivers, you must communicate exactly what your business does, to your target market before you will see any rise in visibility or customer conversion.
Here are some of the ways in which you can brand your medical business.
Ways #1: Visualize Your Brand
Like it or not, we definitely live in a visual society. No matter what kind of business you are in, your logo must reflect your image and products at first glance or you are dead in the water. If you do not have the internal expertise to design a logo that can do this, your first and best investment is in a graphic designer who can combine a simple yet pregnant design in order to give you the best chance of engaging your target market.
Ways #2: Shorten Your Slogan
It has been shown that people will only read five or six words of a slogan before their attention turns elsewhere if they are not intimately associated with a business. Therefore, make sure that your slogan gets the point across in less than six words. You can do this by not wasting words on things such as articles or prepositional phrases. Action verbs and proper nouns are the best words to use when you are branding a medical business. Those words not only draw attention to a slogan, but they also engender trust in a target market.
Ways #3: Localize Your Branding as Much as Possible
People want to know that they are dealing with a medical facility that is easily accessible to their geographical area. Therefore, if you want the most effective marketing campaign for your area, make sure that you include some not to your local area in your logo and your slogan. You can do this through local slang or by simply placing the name of your city inside of your slogan.
We hope you found these branding tips useful for your medical business. Do you have any experience with these ways above? Or do you have another tips? Please share with us in the comment below.