This HND piece begins by defining "branding," and then goes into some of the ways that physicians and hospitals can create a unique name and image for their enterprise. Fortunately, this is a bit easier to accomplish now, compared to the days before Medicare and group insurance.
A key strategy is to change the focus from "What should we do?" to "What do our patients need?" Related to this is the precept of disrupting the notion of "patient loyalty." Sure, back in the day, before everything was controlled by third party payers, such loyalty was essentially a given, assuming the patient didn't move out of the area, and he was treated right. But now, insurance coverages can change, and patients can be lost in an instant.
We then touch on the importance of creating a logo. This can apply to group practices, as well as larger clinics and hospitals.
Read the complete article.