Post by account_disabled on Jan 23, 2024 0:16:20 GMT -5
Today, the number of medical facilities on the market is quite large. The competition between them is growing, and the pandemic has become a huge challenge for many. Some had to reduce their staff and services, others, on the contrary, increased the number of employees, services, opened new branches. Constant changes in the external environment require brand managers to monitor consumer perception of their brands and their competitive position. In addition, in order to make specific decisions on brand management, it is necessary to clearly understand at what stage of the life cycle the brand is now and what its value is. For this, companies conduct an audit of their brands, which can be carried out both by their own brand managers and by external consultants. Your personal branding as a doctor or institution, specific to your services, tailored to your target audience is what creates a sustainable relationship with your sales and recognition of you as an expert.
When developing a brand, it is worth thinking about the C Level Executive List following strategic directions. In my experience, without answering questions about them, there is no movement towards development for the better. Business strategy Where is the market going? Will specialized clinics develop independently, or will the future be based on branches as part of multidisciplinary centers? What are the general trends in treatment? What services are developing faster today? And which should develop in the next 3-5 years? What innovations are my competitors mastering? What successful steps have they taken, and where have they lost their strength and are taking risks? Constant monitoring of the brand allows you to determine the cumulative impact of many marketing actions on the brand capital and promptly react to changes by making appropriate adjustments in marketing actions.
Services What associations with your services and doctors are important/attractive to the patient? (Foreign, professional, state, private, scientific, network, individual, expensive, cheap, high-quality, efficient, advanced in equipment, etc.) What factors are important to the patient in making the decision about the initial visit? What criteria are important given that the medical center is new and unknown? What criteria are important if the medical institution is large, and the names of individual doctors are not the basis for promotion? On which consumer qualities of the brand/clinic should the development of services and niches be concentrated? How to position yourself more prospectively: a specialized center or, more broadly, as a health center? Branding is a set of measures for working with your service portfolio, starting from creating a name and positioning concept to developing a component and digital strategy for brand promotion on the market. You or your institution is such an accumulated set of associations, impressions, emotions.
When developing a brand, it is worth thinking about the C Level Executive List following strategic directions. In my experience, without answering questions about them, there is no movement towards development for the better. Business strategy Where is the market going? Will specialized clinics develop independently, or will the future be based on branches as part of multidisciplinary centers? What are the general trends in treatment? What services are developing faster today? And which should develop in the next 3-5 years? What innovations are my competitors mastering? What successful steps have they taken, and where have they lost their strength and are taking risks? Constant monitoring of the brand allows you to determine the cumulative impact of many marketing actions on the brand capital and promptly react to changes by making appropriate adjustments in marketing actions.
Services What associations with your services and doctors are important/attractive to the patient? (Foreign, professional, state, private, scientific, network, individual, expensive, cheap, high-quality, efficient, advanced in equipment, etc.) What factors are important to the patient in making the decision about the initial visit? What criteria are important given that the medical center is new and unknown? What criteria are important if the medical institution is large, and the names of individual doctors are not the basis for promotion? On which consumer qualities of the brand/clinic should the development of services and niches be concentrated? How to position yourself more prospectively: a specialized center or, more broadly, as a health center? Branding is a set of measures for working with your service portfolio, starting from creating a name and positioning concept to developing a component and digital strategy for brand promotion on the market. You or your institution is such an accumulated set of associations, impressions, emotions.