When you begin to market your healthcare practice, you learn about “branding.” Your brand is your image in the business world — your identity which differentiates your practice from others in competition for patients.
Your website, social media, and other elements of marketing should reflect your brand. Your slogan/tagline, mission statement, logo and design elements all should be consistent — as they reflect your brand. If your website is well-organised, easy to navigate, mobile-friendly, with educational content and reviews from satisfied patients, you will have a successful brand.
Effectively positioning your business in the market is the main goal and benefit of branding.
Branding offers these advantages:
Creates Recognition: Amazon, Walt Disney, — they all have an established brand. We recognise them in minutes. Your goal is to make your practice’s brand equally recognisable in your neighborhood or city. Your brand and name recognition are critical in guiding patients to make appointments with you.
Creates Trust: When potential patients begin to interact with your brand, they begin to trust you as a healthcare provider who can meet their specific needs. However, when they see that your website is disorganised, difficult to navigate, with very little content, they lose that trust — and move on to a competitor.
With a solid brand strategy, you can develop a website that represents your brand in a positive, accurate, and consistent manner.
What Your Healthcare Brand Website Needs
The goal of your practice’s website is to inform prospective patients and encourage them to trust your brand. They will convert into paying patients over time. To do this, you must have a well-organised home page and website — so potential patients find what they need very quickly.
If they cannot find what they need, 79% will exit your site and search for another healthcare practice. Considering 81% of customers complete extensive research online before making a purchase, your website needs to have the following components.
Clear Message: You need to communicate your brand message via the company website. The website copy should be clear, concise, informative, engaging.
Consistent Design: Your healthcare website must contain consistent branding and design elements throughout. Website copy, illustrations, layout, and photos must be aligned with your brand.
Critical Company Information: Prospective patients must be able to easily find information on your team/bios, treatments/services you offer, location, parking, and contact information.
Overwhelmed? Let us handle the details
Somnowell Marketing has a team in place to professionally create and execute your marketing and customer communications campaigns. Website content & design, SEO, landing pages, social media, blogs, emails, messaging — they can handle it all, taking the burden off your shoulders. The information is always from respected sources, and will dispel any misinformation. Your online content and social media posts are an investment in your sleep company’s reputation — and that’s undeniably priceless.
