What is your practice’s brand? Most owners will answer high-quality PT or PT and performance training (for more athlete-centric clinics). Others will say blue/yellow or white/red based on their logo colors. Some might even say more general phases such as holistic health and wellness or customized care/treatments. While none of these answers are wrong, they do not really epitomize any practice’s brand.
A brand is a name, term, design or other feature that distinguishes one seller’s product from those of others. That is the key component of a brand—it distinguishes your product from other similar products. First, what is your product? It is physical therapy, healthy patients, expert services and treatments? As a practice owner or marketer, you need to establish your product before you can start successfully marketing it. The product should be specific to your clinic and different from those offered by the “average” PT clinic. For example: saying “physical therapy” is your product generalizes your practice in with millions of other providers. Now what if you said your product is “sports therapy”, now that narrows the scope a bit.
Let’s take it a step further and say your product is “performance improving sports therapy”. What does that say about your brand? “Performance improving” implies that you focus on returning the patient to a physical state that meets AND exceeds prior performance metrics. You also measure results as a means to confirm the patient’s improved abilities. “Sports therapy” indicates that you work with athletes and/or patients that enjoy maintaining an active lifestyle. You have a specialty in this area and tailor your physical therapy towards sports/fitness conditions. Now you have a product that both guides your brand and supports its business goals.
Name: Your practice name needs to be easily understood, recognizable, and memorable. Some tips for a well-branded name include:
Tagline: This is the key phrase that ties your name into your brand. We recommend:
Design: It’s all about the logo. This is often where practice owners need to be more open to options. We suggest:
Want to learn more about branding your practice? Or are you a new practice owner getting ready to start marketing your clinic?
Contact the experts from the beginning to ensure that your brand supports your promotional plans and will enhance your marketing’s results. We have dedicated graphic designers on staff to consult with you and your account manager on logos and to coordinate your branding across your newsletters, physician mailers, website and more!
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