MedMarketLink

The Science of Healthcare Brand Building

Developing a brand is more than a mere guess – done well, it's a science.

A brand has both objective and subjective components: The objective pieces are based on clear differences in business and strategic differentiators. The subjective parts are how you communicate those differentiators.

Here's how the best branding programs uncover the objective components:

A competitive analysis – Everyone has competitors. For example, even if no medical practice does exactly what yours does, your patients still have choices on how to meet their healthcare needs. That's competition.
Qualitative and quantitative surveys that pinpoint critical patient buttons and decision points. These might include interviews with management, referral sources, and past, present and prospective clients.
Brand evaluation and positioning development, based on not just how to be competitive but also on a practice's culture – the secret ingredient most commonly overlooked.

Learn more about the MedMarketLink method of brand building in the Brand Diagnostics program.

The Vanishing Newspaper Is the daily newspaper dying? Or just catching its breath for a new competitive sprint in a different format? The Pew Charitable Trust's annual report on American media says people appreciate journalism perhaps as much as ever. But mass communications is reaching a pivot point in accelerating changes. Moms Mad for the Web Parents are among the highest users of the Internet, significantly outpacing couples and singles without children, according to a variety of sources. Online Journalism Booming While newsrooms are shrinking alarmingly quickly, many major daily newspapers are seeing mushrooming growth in online readers, according to Editor and Publisher magazine and the Nielsen research company. As of 2008, some newspapers have seen a doubling in numbers of online readers in just a year.