MedMarketLink Brand Diagnostics

Like every good doctor, a brand plan should start by examining the patient before prescribing a treatment plan.

This is our approach under the MedMarketLink program. We start with an objective analysis of every medical practice or healthcare provider. (See Building a Healthcare Brand.) And when we have a diagnosis, we develop a series of deliverables:

1. Brand Diagnostics Report – Findings of the brand research, including competitive threats and opportunities, patient needs versus patient choices, and the practice's brand distinctions.
2. Market positioning statement – What makes your practice distinctive among your competitors? The answer determines the base for all branding and marketing communications.
3. Tagline expressing the positioning in succinct, compelling language. (Sample famous taglines: We're number two; we try harder. (Avis) Nothing stops a Trane. (Trane heating and air conditioning) What can brown do for you? (United Parcel Service) For life. (Volvo cars)
4. Logo & graphics standards – A new or revised logo states the newly refined positioning more precisely. Accordingly, we also develop an updated corporate color palette and typographical family.
5. Marketing calendar & budget – Recommendations based on:
1. Market analysis – target size & locations, plus competitive situation
2. Business plan & goals
3. Practice size & resources