Starting out in private practice can be a balancing act for your finances – growth depends on an investment of time and or money – and right now, you may not have much of either.
Your brand starts with your visual identity and marketing. A unique and memorable brand identity will stick in the minds of referring doctors and patients which should lead to more referrals, increased loyalty and more financial stability.
Your brand is much more than just your logo, fonts, and the colours you choose for your medical practice. Your brand is the experience your patients have with you, which includes the appointment booking process, the waiting room experience, conversations with staff, and aftercare or follow up touchpoints. All of these elements create an emotional connection between your patients and your business which can increase referrals and contribute to a patient choosing your practice over a competitor.
Our brand advice to private practices is:
- Look at how your brand is presented through the entire patient experience and make it consistent
- Keep it simple
- Do competitor research and avoid visual similarities with competitors
- Create a visual identity that is influenced by your unique values
- Invest in a custom visual identity with an agency or independent graphic designer and make sure this flows through your practice
- Avoid trends which can date quickly
Tip: Make sure you consult the marketing guidelines for Australian medical practices.
Create a Website
The world lives on the internet – and the first thing you can expect referring doctors and patients to do when they see your name is to Google you. A few photos of you, your colleagues, the consult rooms, and the fit-out can build a sense of safety and trust in you and your practice.
Use a free tool like Wix, Squarespace or even WordPress to create and host a simple website. Then, apply your unique brand – including your logo, colour scheme and a short biography to tell people about your experience and values as a practitioner.
Use Social Media
Use Facebook, Instagram and LinkedIn to extend the imprint of your brand to other spaces online. Follow other practitioners in your community and engage with them to increase recognition of your practice and give people a peek at your humanity “behind the curtain”. Moreover, the bigger the imprint your practice makes online, the more your practice will appear organically in search results for specialist practices like yours.
Tip: We know you’re busy, so use a free social media tool like Later or Buffer to schedule posts for your social media accounts several weeks ahead of time.
Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived. Keep it simple and ask yourself, as a customer is this ‘what I would want to see?’ Make sure your website is easy to navigate and most importantly, your patients can easily book an appointment or get in contact with you. Create social media accounts where your patients are likely to be and post regularly to reach them.
Want to learn more about getting your practice up and running? Check out our New to Private Practice Guide