Tag: Brand Identity

Is Marketing a “Dirty Word”?

Historically, marketing has been somewhat of a dirty word to the medical field. Traditional marketing didn’t address medicine’s specific needs and seemed ingenuous and self-seeking. Practitioners relied on word of mouth referrals to generate business for themselves and eschewed advertising. Times have changed and today’s marketplace requires frequent and genuine...

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SO MANY OPTIONS

Marketing is fundamentally a conversation between your patients/potential patients and your practice. All marketing whether it is internal or external needs to have the heart of great customer service and guide, educate, and encourage your patients. External marketing tells your target audience you have a service that can help them...

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What is a PMS color?

PMS stands for Pantone Matching System, which is a system of color charting and identification that is used mainly by printers and designers to reference an exact color. Printing, web design, and specialty items all use PMS colors. Your logo colors should be identified as PMS colors and recorded to...

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Tips for Strengthening an Aesthetic Practice’s Brand

A strong brand is not created over night. In fact, a properly handled brand gets stronger over time. Your brand can become stronger by constantly keeping abreast of how your target audience perceives you, assessing your marketing plan, trying new strategies, and defining your goals. An ongoing, consistent brand-building process...

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Reasons You Need a Brand

A brand positions your practice in people’s minds. Most patients make choices based on both emotion and intellect, but mostly by what they remember about their experience with you and your practice. By defining your brand, you help establish a network of associations in the minds of your target audience....

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Is Your Marketing a Disconnect?

Too many times the quality of surgeons’ marketing materials does not match their surgical abilities. This disconnect is then carried over to what their patients think about the quality of work they do. You dress for success; you hire an interior designer to make your facilities look warm, inviting and...

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Define yourself, or others will.

No one has direct control over what people think about you, but you can use a few simple marketing strategies to influence others’ perceptions. People judge you based on all of their points of contact with you: what they see on your website, how the person who answered the phone...

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This is part three of my four part series…

This is part three of my four part series titled “SPONTANEOUS EFFORTS DON’T PRODUCE CONSISTENT RESULTS”. In my last blog entry, I explained how to do a creative brief that describes your practice’s personality and identifies your goals. With your completed creative brief in hand, you are now ready to...

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