A brand is a set of attributes that create an emotional connection between the patient and the healthcare practice. It encompasses the visual elements, like logos and colors, as well as the values, vision and mission of the healthcare company.
A strong brand helps to differentiate a healthcare practice from its competitors and build recognition with patients. A successful brand conveys what makes the practice unique and communicates a strong message to its target audience helping to develop meaningful relationships with patients.
A well-crafted brand strategy can help doctors, hospitals, and healthcare business generate trust, loyalty, and long-term patient relationships.
Branding is an ongoing process that is only established through consistent execution.
The essential elements of a successful brand include:
Your brand should start with a persona. Is your brand serious or friendly? Traditional or innovative? Warm or minimalistic? If you were to ask a patient to describe your brand, what adjectives would you want them to use? Your persona should permeate all aspects of your branding.
Tone and persona are closely linked. If your persona is professional, your writing tone should be more formal. Whereas, if your persona is friendly, your writing tone should be more conversational. From tag-lines to long form educational content, use a consistent tone in your writing to further your brand.
Using consistent colors through all your design materials is an easy first step to creating a recognizable brand. From your logo to your scrubs, color can help patients identify your brand quickly and easily. When considering what colors to use, refer to your persona. If your persona is serious and traditional, more subtle colors may be appropriate. Whereas, if your persona is friendly and contemporary, warmer colors may be appropriate.
Using consistent fonts through your design materials comes next. From your website typography to your business cards, font choices provide a second identifiable design element. Again, when considering fonts, refer to your persona. If your persona is innovative, a sans-serif font may be appropriate. Sans-serif fonts are often used to convey simplicity and minimalism. Whereas, if your persona is traditional, serif fonts may be appropriate.
Now that you’ve defined your persona, tone, colors, and fonts, your logo should follow suit. A logo may simply include your name or the name of the practice in your font and color selections. It may also include a design icon or symbol. It most all cases, it’s recommended to keep your logo simple. Once your logo is created, you’ll emblazon it on your website, email signature, letterhead, scrubs, business cards, and other materials.
Quality photography is the final essential element of a successful brand. A photo is worth a thousand words. You want the words someone would use to describe the photo and its subjects to match your persona. If your persona is approachable and friendly, you want the models in the photographs to be warm and smiling. If your persona is sleek and modern, you want the models to be dressed accordingly. Quality original photography can be used in your website, email marketing, display ads, print materials, and more.
When you define your persona, have a clear tone in your writing, use consistent colors and fonts, design a logo that matches, and capture quality original photography, you have all the essential elements needed to establish your healthcare brand. Social Doctor is a leading healthcare marketing agency. We have been fortunate to work with many physicians, group practices, and healthcare startups to conceptualize and design their brand materials. When you need help with to create or modernize your brand, schedule a marketing conversation to learn more.