HEALTHCARE MARKETING & BRANDING
Differentiate Your Group
Physicians often interpret “branding” to be about logos, and slogans, and naming. These are actually the outputs of branding creation.
The reason why branding is important for a healthcare practitioner or facility is that branding clarifies the purpose of the organization or practice to consumers and third-party payers. In healthcare, we use branding to create loyal patients and contracted payers, drive loyalty among employees and physicians and give them something to believe in, something to stand behind.
Successful branding can also help you break through payer lockouts and narrow networks if the employees in the community demand their employer include your practice or hospital in the provider network.
Brand Effect on Reimbursement Rates
Want Higher Rates?
In healthcare, developing a strong brand for your business helps you connect with health plans, self-funded employers, labor unions and healthcare purchasing coalitions at an emotional level. In turn, they feel good about contracting and negotiating with you which usually leads to higher (about 14% on average) reimbursement that what your unbranded competitors can achieve.
Healthcare organizations lacking an established brand compete for contracts as a commodity. When payers and patients believe that your service is easily substituted or replaced you put yourself at the mercy of market prices, and boilerplate payer contracts with little leverage to negotiate a better deal.
HEALTHCARE MARKETING & BRANDING CONSULTING
BRANDING ROAD MAP
Maria begins with a brief introductory call to listen to you as you share what you’ve done to date, describe your goals, and explain what you believe are your strengths and weaknesses. If you decide to work with her, she proceeds to the “objective” phase where she researchers your target market, your location, your competitors, and gets to know you, your supporting staff members, value chain partners and your practice better. From this data, a unique and differentiated brand and marketing plan is developed for your business. If you agree with my recommendations, you can choose to implement them on your own or with her help.
Initial CLIENT Discussion • COLLATERAL & WEBSITE REVIEW • BUSINESS Review • COMPETITOR ANALYSIS • STAFF INTERVIEWS AT YOUR LOCATION • 60-minute online, screen-shareD team debriefing w/ RECOMMENDATIONS AND NEXT STEPS
~ $5000 USD
THE JOURNEY BEGINS
Once your marketing plan has been developed, presented, discussed and approved, you are ready to move forward with your marketing and branding implementation. This signals the end of the planning stage and a new Scope of Work is developed that specifies exactly what Maria and her team will do and what you’ve agreed you’ll do for yourself.
VARIES BY CLIENT BASED ON UNIQUE NEEDS
COACHING & CONSULTING
Schedule a consultation or coaching session with Maria Todd to allow your team to ask questions, fine tune strategies, troubleshoot branding and marketing problems, review your website and social media presence and other printed and digital assets, discuss competitive rivalry issues, and plan rebranding strategies and tactics. By phone or in-person (travel not included).
$300 USD (BILLED IN 15-MINUTE INCREMENTS)