Blog Hero

Using Brand Image To Create A Buzz With Patients

What is “Brand Image?”

When someone mentions Starbucks, Nike, or Apple, their telltale logo often appears in your mind. You may also think about recent headlines you’ve seen about the mega brands and things they’ve done — good or bad — to influence the world around them. When you mention your brand to someone, what do you hope they envision? 

A brand image is just that, an amalgamation of your business practices, mission, vision, and morals, all rolled into one. Maintaining a strong brand image is an excellent way to ensure potential patients and partners alike hold your practice in high regard. However, inconsistency creates a weak brand image, so be sure to define your purpose in all aspects of your business before promoting your brand.

Why Having a Strong Brand Image is Important

In today’s landscape, your brand image emanates what your business stands for. Many potential patients, especially millennials and Gen Z, will choose a company, product, or service not because of its quality but because of its values. A Harvard Business Review study found that 64% of consumers say that shared values are the primary reason they have a relationship with a brand.

So What Does This Mean for Eye Care?

Your brand image is your public voice. When it comes to healthcare, and more specifically, eye care, having a brand voice that sets you apart from the rest is crucial. In a space where it can be challenging to display individuality, centring your brand around your mission statement, vision, and values can go a long way.

How to Create an Effective Brand Image

If you’re unsure of your brand image or haven’t put much thought into building it, there’s no need to fret. To start building your brand, you can follow a few simple steps:

Understand Your Brand & What it Stands For

The best way to understand your brand is to start defining your mission, vision, and values. Everything your practice does, from patient care to refilling contact lens prescriptions, should align with your mission and values. 

A strong brand image will attract patients with like-minded values and will also drive employee engagement. Studies have also shown that mission-driven employees stay at a company longer and are more likely to be higher performers.

Figure Out What Problem You’re Solving!

For most eye care practices, the problem they’re solving is pretty straightforward. However, creating a brand positioning statement can help tell potential patients how you will solve it. Doing so is a chance to display what sets you apart from competitors by playing to your strengths. 

This could be anything from state-of-the-art technology to having doctors specializing in dry eye therapy. Communicating your unique value in a one or two-sentence statement is a great way to present yourself to the public (and it makes an excellent heading for your website!).

Identify Your Target Audience

The ability to craft marketing messaging towards your target audience is a powerful tactic to get the right patients in your seats. If you don’t know who you’re trying to reach, a little market research can help. Try looking at demographic and psychographic data for your community to identify a handful of fictional representations of your target patients. Knowing your ideal patient is vital in portraying the right brand image.

To Sum it Up

Your brand image is everything about your business rolled up into one. This is something your patients and potential patients will think of when they hear your business’ name. What they picture is up to you to define, based on the messaging you put out into the world. Staying consistent with your morals and values is the most effective way to ensure your brand image is precisely what you want it to be.

Written by Sheena Cassidy

More Articles By Sheena Cassidy

Our Website Designs

Essential

Our essential websites are perfect for new start-ups and small practices. If you are ready to create – or upgrade – your online presence and want to get started right away, our essential website is for you.

Essential+

Our essential+ sites are a step up from our essential sites. You’ll get all the ease and speed of our essential sites, but with 5 extra pages of custom content to tell your patients about your specialty or area of focus.

Premium

Our premium sites are custom websites with 20-25 pages of custom medical content, SEO performance monitoring and custom design. 

Custom

Custom sites are completely custom sites, and are available only by request.

Enterprise

If you have multiple locations or require multiple websites, our Enterprise option is built for you.

Discover Our Website Solutions

What We Can Do For You

We’ll work with you to build a customized plan that respects your budget, represents your unique practice, and achieves your objectives.

Marketing Membership

Search Engine Optimization

Google Ads

Social Ads

Email Marketing

Social Media

Branding

Dry Eye Marketing

Medical Niche Marketing

Partnered With Industry Leaders in Eye Care

Lumenis logo
Canadian Dry Eye Summit logo
Otto logo
sunbit logo
jobs 4ECPS logo
4 Patient Care logo
Payments 4 ECPS logo
Birdeye logo

Our Lumenis Partnership

We understand that specializing in a niche service can help elevate your practice – and how it is crucial for your patients to understand what you offer.

Marketing4ECPs’ partnership with Lumenis was developed to support its clients with innovative marketing solutions. We support the marketing behind the OptiLight system, helping practices drive awareness to this specialized treatment and make the most of promoting their investment.

What Industry Leaders Are Saying

Our work speaks for itself, but don’t just listen to us. See what industry leaders have to say!

Get In Touch

instagram facebook facebook2 pinterest google-plus google linkedin2 yelp youtube phone location calendar share2 link star-full star star-half chevron-right chevron-left chevron-down chevron-up envelope fax