(Written by Barbara Hales, M.D. for MedMonthly and published for the November issue)
You’re known as the internist, the GP, the surgeon, the________(fill in the blank) specialty doctor in town. Maybe that is how you are thought of.
But what differentiates you from the other doctors in town who practice in the same specialty? There may be a myriad of skills, techniques or office procedures that set you apart. Does the neighborhood know about it? Does anybody outside your staff know?
Consider branding yourself and your practice.
Be the One!
Branding is not only a way to entice people to select you over your competitors (and there are many unless you live in a small town). It is all about perception- getting prospective patients to feel that you are the only sensible choice for them- the one that provides answers to the problems they have.
Howard Schultz, the CEO of Starbucks stresses:
“If people believe they share values with a company, they will stay loyal to the brand”.
Effective branding will:
• Emphasize your USP (unique selling proposition- what makes you one-of-a-kind)
• Motivate prospective patients to become your patients
• Encourage patient loyalty
• Get your message across
• Supply answers to the needs and wants of people in the community
• Connect with the emotions of your patients and future patients
• Help to develop a relationship with patients even before they meet you
Do people know what your brand is?
Do you? Sit down and think of yourself. Why would someone come to you instead of the one down the block? Is your office hours more convenient? Do you have better hospital coverage? Do you perform cutting edge procedures that others don’t? Do you have equipment that others don’t have?
Whatever makes you different, you can add to your list.
Jeff Bezos, Founder of Amazon.com states:
“Your brand is what other people say about you when you’re not in the room”.
Donald Trump warns, “ If your business is not a brand, it is a commodity”.
There is real value in being perceived as the authority in your field. Imagine yourself as the Dr. Oz of your practice. Picture yourself as Sanjay Gupta. Wouldn’t patients prefer to go to big names like these?
How much would it be worth to your practice? To:
• Get guaranteed placement in media such as ABC, NBC, CBS and Fox
• Have the opportunity to place these logos on your website and other social media sites
The Beauty of Media Authority
• It’s easier to get more patients by getting more out of the exposure than the marketing you may be currently engaged in.
• It’s easier to earn money by getting more out of the exposure you already get, than trying to go and get more exposure the traditional way
• It’s easier to get a high-paying speaking engagement when you have media Authority.
Once you are a cited authority
• You become a quoted expert…apply that quote and authority in all of your marketing
• You can apply the media logos stating “AS seen on…” Something that your competition is lacking
• You’re perceived as a trusted authority
Places to apply your Media Authority
• Business cards
• Your newsletter
• Your advertisement
• LinkedIn, Facebook, Instagram and Pinterest profiles
I’m a professional. Why do I need Media Authority? Are you asking yourself this?
Did Dr. Oz ask this? Did Sanjay Gupta? They are physicians. They are medical professionals who saw the benefit of media authority. Both of these doctors still see patients but media coverage enables them to spread their messages of health to a wider audience.
Benefits of Media Authority
Media is a conversion strategy. With it you are more likely to entice prospective patients to choose you. As a cascade, you are more likely to get more media once you’ve been cited, which translates to even more exposure.
As the Internet Marketing Legend Frank Kern said at the Traffic and Conversion Summit of 2014:
“Positioning yourself as an authority is the single most important thing you can do to increase your perceived value to your market place”.
Once you become a quoted expert for your field in the major media, you are now seen as the expert in your field and the person to go to. It brings positive exposure for you.
The thing is, once sited, you can use the All Powerful “As seen on” logo. This is a conversion tactic. It makes prospective patients want to see you, to speak with you, to be part of your practice.
Add it to your social media bio. It’s the perfect time to look back at your major professional achievements and add them to your bio.
Maybe you’re thinking, I don’t have to do this. I’m a doctor and patients need to go to doctors already so there is a built-in need. Yes, patients need to see doctors but they don’t need to see YOU! In this day and age, marketing IS necessary!
Remember, first impressions do matter.
You have seven seconds to grab their attention. THIS grabs that attention!
Articles and standard citations get buried and lost over time. They may bring a little exposure. But in the long term, it doesn’t last and in some cases become obsolete.
Once you have this trusted authority, patients and prospective patients trust you because the media trusts you.
At the end of the day, the significance is more patients for you and more good will for your practice.
Getting published by the BIG 4 is NOT an easy task, or everyone would be getting published, right?
I have you covered. I can guarantee that you will be quoted. Unfortunately, I can only work with a limited number of professionals in a given area.
There are companies out there spending $2500-$4000 each month on press releases and up to $10,000 per month on public relations who are NOT getting this kind of media exposure.
Be the “Go To” professional in your field
I write the press release for you and get you cited. I do all the work for you. You will receive links to view your citation with screenshots as proof.
Steve Jobs, Co Founder of Apple says “Design is not just what it looks like and feels like, design is how it works”. The new design with your logos will work for you in terms of bringing in more quality patients and enhancing the image for both you and your practice.
I can’t have everybody sporting media logos in a given field. These will be exclusive areas to the professionals that sign up.
It will not take long after the word is out, to reach my target of 25 professionals.
So Don’t wait! Get this now atwww.AuthorityPackage.com