How Your Advertising May Be Helping the Competition
In my final prep for the Medical Practice Success Summit this week, I have been reviewing marketing materials and websites for Medical Practice clinics from across the country who will be joining us in Las Vegas. In doing so I have continually asked myself the question, “How does this marketing piece distinguish the Medical Practice from its competitors?” The easiest way to answer this question is by answering another question. “If I were to take someone else’s logo and replace it with the logo on this current piece of marketing collateral, would it make a difference?” In more instances than not, the answer is no. The reason is because most promotional pieces for Medical Practices are Cliniced on the services provided, not on the experience created or the brand message. So how can you ensure you don’t commit the brand message faux pas in your Medical Practice’s marketing pieces? It starts by taking the time to figure out what truly makes you unique from other facilities in town. As you begin this process, categorize things about your competitors. I recommend three categories: 1. What can you learn from your competitors and do better? If there are cars in your competitor’s parking lot, they are doing something right. It is naïve to think that they are underperforming you. Do not fall into the trap of complacency with how things are done in your business. How can you take ideas your competition is doing and innovate upon them to make you more unique? What areas of your business are you currently lax in that could use revamping to ensure you stay the market leader? 2. What are your competitors doing worse than you? When you find gaps in how your competitors are doing business, exploit those gaps in a positive way for your business. In many instances, customer service can make the winning difference between Medical Practices that thrive and Clinics that fail. Use patient testimonies and stories to your marketing advantage. 3. What are your competitors doing the same as you? Much the same as you should be assessing your competitors, your competitors are probably also assessing you and incorporating your great ideas into their facilities. What unique things that you once offered no longer set you apart? How can you improve these things to maintain your competitive advantage in the market place. Once you have analyzed these three areas, create a marketing message that distinguishes you as the “go-to” clinic in your area. Note that if you have clinics in multiple markets, your message in each market may be different based off of the competition and your current strengths in that market.
Article By: Tina Bell Tina Bell is the Director of Marketing for HealthCARE Express®, where her responsibilities include spearheading the company’s social media and internet strategies, leading the in-house physician recruitment team, and developing aggressive programs to promote patient satisfaction and effective service recovery. Tina speaks nationally at industry conferences including the Medical Practice Association of America and the National Association of Occupational Health Professionals. She is the director of business development for Medical Practice Success and an independent Medical Practice marketing consultant.