A major part of successful medical marketing is to create a niche in both your practice area and in your medical marketing methods. If you are in a specialty where there may be dozens of medical practices offering similar services, it’s crucial that you have a unique hook that allows your practice to stand out from the herd.
What’s in a Name
Have you developed a marketing strategy that goes beyond simple name recognition? The truth is most people forget names; however, they will remember brands. Have you created a brand for your medical practice? Is there a niche that you have carved out that gives your patient’s a story to talk about?
If not, now is the time to start!
Create a Brand for Yourself or Your Medical Practice
To do this, you need to define what it is that makes your practice different from your competitors. For example, do you offer personalized service that can’t be beat or maybe there is something unique that defines you personally?
To illustrate the power of creating a brand or niche, consider the fact that Dr. Wong, my husband, is raising five kids in a blended family. How many stories do you think he is able to share with his patients? Too many! Our family’s trial and tribulations could beat many of those found on reality TV.
By providing his patients with a glimpse of the humorous escapades that our children see fit to embark in, he is able to establish a personal repoir with his patients. Think about how powerful this is! Patients establish a personal connection with their doctor, associate a memorable story with their doctor and then share that story with their friends and family.
Perhaps, the idea of sharing personal stories with your patients doesn’t appeal to you then consider a simpler way to create a brand for yourself or practice. Consider aligning your practice with a particular theme or color. For example, if you love the cool color of blue, use it throughout your practice. Blue candy, pens, lights, signs, paper, etc… Patients will associate the color of blue with your practice and this in turn will create a memorable experience that once again will be shared with family and friends.
To really show you how powerful this can be, consider that years ago my pediatrician created a niche or talking point by purchasing a huge life-like doll, Smelly Nelly. Smelly Nelly was quite active and never in the same place twice. Similar to Waldo, I loved trying to figure out where my doctor had placed Smelly Nelly. To my amazement Smelly Nelly even took vacations with my doctor and pictures were prominently displayed throughout the office to show off their latest adventures. The point to all of this is that 30 years later I remember the fun I had at my pediatrician’s office, not the needles!
There is a multitude of ways that you can create a niche for yourself or practice. Whatever you decide, don’t delay, get the creative juices flowing and have fun with developing your niche!
To Your Success,
P.S. Need help; want to get started, but unsure what direction to take? Email me at Medical Marketing Enterprises today.