Branding is a crucial transition vehicle for physicians who are moving their practices to a concierge-based model, or for hospitals that are marketing new VIP inpatient and outpatient services to specific customers. 

Your healthcare organization’s marketplace persona is your most prized asset. And branding—creating and cultivating your visual and verbal representation in the marketplace—is your most valuable tool. 

Physicians embracing concierge medicine and hospitals adding VIP services must re-identify themselves, particularly to existing patients, to demonstrate the value in their new practice approach and justify the membership fee or out-of-pocket amenities expense. 

In many cases, the physicians and hospitals that move to concierge-based services have always been identified, to a large extent, with more personalized care in the marketplace. But in formally shifting to concierge-type medicine, these health professionals and organizations now must be far more conscientious in policing their brand of personal care, to be certain it’s carried out in every single aspect of their service. 

Not Just a Logo

Branding encompasses your tone, graphics, signage, office environment, staff attitudes and practice philosophy. Physician practices, and most especially concierge practices and medical center VIP services that charge patients an annual or additional out-of-pocket health fee for amenities above and beyond, need to pay close attention to branding as they vie for patients and solidify their niche in the marketplace. 

Timeless Value

Many people mistakenly believe that a brand is only important when a new medical practice or service is launched. If anything, branding becomes more critical as time goes on and your competition tries to chip away at your marketplace niche. 

“The value of a well-regarded brand is priceless, as it continually sets your practice apart from the competition. It is distinctive and memorable,” explains branding expert Diane Thresh, president of Thresh Creative Associates, Inc. “And brands are built over time—cumulatively and consistently.” 

What must hospitals, concierge practices and indeed any medical practice do in order to successfully develop their verbal and visual identity, and then apply it consistently throughout all levels of the organization? Consider these three key steps:

1. Determine your promise to your patients. What differentiates you in the marketplace? What image do you want to portray? Measure every practice activity with this yardstick—from how you develop your logo, to the type of people you hire, to the way you communicate with patients over the telephone and on your Web page. 

When internist Richard M. Delany, MD, FACC, launched his new concierge practice, Personalized Preventive Medicine, he carefully crafted every aspect of his service around prevention. His promotional materials and the services he offers live up to his practice name, philosophy and logo (a distinctive apple). He wanted his patients to have greater access to more advanced preventive care, such as individualized gene analysis and personal risk factor assessment. With every patient contact (on paper, in person or on the Web) he and his staff hammer home these advantages. 

2. Survey existing and former patients. Outside information looking in can be very helpful in developing your brand. Phone surveys with well-crafted questions can gather valuable insights and impressions. It’s not enough to record “good customer service”: You must nail specifics and details to help understand what is behind that general perception.

Every organization thinks it has great customer service. It’s another thing to learn, for example, that the hospital sends a cab or limousine service to pick up patients from the airport coming to the facility for a specialty appointment. Successful branding experts are skilled at measuring these and other challenging touch points, and then using the specifics to craft a unique and lasting brand.

3. Live up to your name. Give careful consideration to how you name your practice or service, as your moniker is a snapshot of your brand. If you feature the words “personalized” or “prevention,” as Dr. Delany’s practice does, make sure your health service is identified with those aspects. 

Use your new practice name to highlight key services, as did Enrico J. Versace, MD, a Massachusetts internist who recently transitioned to a concierge medical model. His practice, Silver Seas Health Management, caters to the retired, senior population on Cape Cod and delivers, as advertised, health management. 

In keeping with his brand name of managing care, Dr. Versace sent letters to all his patients asking them to schedule a flu vaccine to proactively manage the winter illness. He focuses his entire practice around management, from accompanying patients in the emergency room to providing fitness, nutrition and mind/body services to dealing with stress and health. 

Be the Provider of Choice

Healthcare has never been so competitive and branding so crucial. How you brand or identify your organization as the healthcare provider of choice is especially important for those practices and hospital service lines that are transitioning to new concierge or VIP service models. Branding requires nothing short of an all-out effort—from the type of services you offer, to how you organize your Web site and other communication materials, to the way you and your staff address patients in the waiting room or over the telephone. Make value count in every interaction.

Consultant Allison McCarthy brings highly regarded expertise in physician recruitment, along with an East Coast perspective, to CHG. With more than 14 years of healthcare management experience, Allison offers invaluable insights on physician relations, tertiary outreach and network development, and physician recruitment. For additional information, please call 1-888-334-2500 or contact us via the Web.

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