Post by sumiseo558899 on Nov 9, 2024 10:54:09 GMT
Rebranding.
For many medical clinics, the word 'rebranding' may sound unnecessary or even scary. Redesigning a brand (and we're not just talking about changing a logo) can be a considerable investment. However, there comes a time when different factors make this brand obsolete and, for a clinic, this can make it difficult to get first appointments.
For this reason, it is important to review the branding and check whether it is necessary to make adjustments, major or minor, to adapt the brand identity in such a way that it is possible to achieve a correct alignment between the services and products offered and the consumers :
1.1. When is rebranding necessary?
When you need to improve your online reputation:
A brand should reflect the most current needs Rebranding.
For many medical clinics, the word 'rebranding' may sound unnecessary or even scary. Redesigning a brand (and we're not just talking about changing a logo) can be a considerable investment. However, there comes a time when different factors make this brand obsolete and, for a clinic, this can make it difficult to get first appointments.
For this reason, it is important to review the branding and check whether it is necessary to make adjustments, major or minor, to adapt the brand identity in such a way that it is possible to achieve a correct alignment between the services and products offered and the consumers :
1.1. When is rebranding necessary?
When you need to improve your online reputation:
A brand should reflect the most current needs of its potential customers , and it is possible that over time this reflection has become more blurred, more indefinite. In other words, it is possible that after a few years in the sector you have not been able to adapt to the needs of those who may be your current potential patients, so that rebranding is the solution to improve your online reputation and demonstrate that you are still at the forefront of the sector.
On the other hand, in more extreme cases, it may be necessary to carry out a rebranding to correct certain attitudes and/or strategies that have led to a distorted image of your clinic . Bear in mind that one dissatisfied client (or even employee) is enough to denigrate all your work, especially if no attention has been paid to the image that your business was projecting on the Internet and that could have directly affected the first appointments.
When there has been a significant loss of customer:
It is possible that despite having an impeccable online reputation, your clinic has lost clients. It is normal to have seen a decrease in first appointments in the current situation, however, if the loss of clients has been considerable, or it was a trend before the pandemic, it is important to analyze the reasons and assess their relationship with your brand .
Consider that consumer needs change over time and, although we have witnessed a drastic change now, consumer trends have been progressing every year. It is important to review what our consumers need and whether our brand aligns with what is important to them. It is also essential if we have become obsolete for certain customers, while for others we may be an option. In this sense, rebranding can be a great ally in terms of marketing.
When we want to differentiate ourselves with our services:
One of the biggest problems in many sectors is high competition. Faced with this, some clinics have dedicated and invested twice as much effort in online marketing and sales strategies, while others have been able to observe that their audience is increasingly demanding, that it is even difficult to talk about the interests of certain market niches, that they need to be more specific and focus on offering the best customer service.
These clinics are those that choose to differentiate themselves and even specialize in certain treatments in order to satisfy very specific clients, known as buyer personas , who are essential to implementing different marketing and sales strategies in a much more intelligent way. Obviously, this differentiation comes from a change of brand, a rebranding.
For your potential clients, your buyer persona, your identity is a visual, emotional and communicative combination of your brand. So, when you consider the possibility of rebranding, you must comprehensively analyze the three main aspects that make up your clinic's branding :
How is it defined:
Sometimes experts will advise breaking away from everything before and starting from scratch with a new visual image, a new logo, and even a new name. Other times, however, it will be important to maintain elements of your original identity and make small changes gradually. It all depends on the differences between your current brand and your potential customers.
The first step to (re)defining yourself is to determine the value of your services, the philosophy of your clinic and to critically analyse whether you can meet the demands of your current potential clients. So, defining yourself implies defining and specifying the type of public you can satisfy with your treatments, that is, defining the profiles of your buyer personas, which are nothing other than the representation of your clients.
How it differs:
Differentiation is what determines what aspect of your mission, vision and values is different from the rest of your competitors , that is, how your buyer clients can identify your proposal and what marketing and sales strategies will be the ones that can help you achieve it.
A good way to differentiate yourself at this time is through the specialization of your clinic, offering services or treatments with added value to these buyers. Why? Because due to the high competitiveness, you can ensure that you are meeting the needs of a sector that you have decided to get to know in depth.
For example, in the case of Clínica Pronova , a dental clinic at the forefront not only of technology and dental practices, but also of the implementation of digital marketing techniques, it managed to differentiate itself from other clinics by softening the technological aspect, humanizing it through the incorporation of natural elements.
How you communicate:
Content, the message, is one of the most important aspects of your clinic. Fundamental in the digital environment, content and context are the key to successful communication between your brand and your clients. The right content communicated through the most suitable channel at the most opportune time is what leads to the implementation of the right strategies.
And, as you probably already know, one content writing service of the best ways to communicate in the digital environment is through your website, which, considering that you have made a change to your brand, will also need its own redesign:
2. Web redesign.
As part of a clinic's rebranding, it is often necessary to redesign the website. As we have said, one of the main reasons for making this change to your brand is to align your business with the needs of your clients and, in this sense, it is possible that what is on your current website does not correspond, does not maintain coherence with what you need to project.
When we talk about redesign, we are not always going to take into account a visual aspect of it. That is, it is not always necessary to change the logo, colors and other visual elements in a rebranding if these are a reflection of the tastes of the clinic's buyer persona. However, it is generally necessary to redesign the structure of the website, that is, the layout of the content on the pages and the different elements that make this website convert (allow you to get more first appointments), but also the hierarchy of these pages in a sitemap. of its potential customers , and it is possible that over time this reflection has become more blurred, more indefinite. In other words, it is possible that after a few years in the sector you have not been able to adapt to the needs of those who may be your current potential patients, so that rebranding is the solution to improve your online reputation and demonstrate that you are still at the forefront of the sector.
On the other hand, in more extreme cases, it may be necessary to carry out a rebranding to correct certain attitudes and/or strategies that have led to a distorted image of your clinic . Bear in mind that one dissatisfied client (or even employee) is enough to denigrate all your work, especially if no attention has been paid to the image that your business was projecting on the Internet and that could have directly affected the first appointments.
When there has been a significant loss of customer:
It is possible that despite having an impeccable online reputation, your clinic has lost clients. It is normal to have seen a decrease in first appointments in the current situation, however, if the loss of clients has been considerable, or it was a trend before the pandemic, it is important to analyze the reasons and assess their relationship with your brand .
Consider that consumer needs change over time and, although we have witnessed a drastic change now, consumer trends have been progressing every year. It is important to review what our consumers need and whether our brand aligns with what is important to them. It is also essential if we have become obsolete for certain customers, while for others we may be an option. In this sense, rebranding can be a great ally in terms of marketing.
When we want to differentiate ourselves with our services:
One of the biggest problems in many sectors is high competition. Faced with this, some clinics have dedicated and invested twice as much effort in online marketing and sales strategies, while others have been able to observe that their audience is increasingly demanding, that it is even difficult to talk about the interests of certain market niches, that they need to be more specific and focus on offering the best customer service.
These clinics are those that choose to differentiate themselves and even specialize in certain treatments in order to satisfy very specific clients, known as buyer personas , who are essential to implementing different marketing and sales strategies in a much more intelligent way. Obviously, this differentiation comes from a change of brand, a rebranding.
{{cta(‘2d35d7de-4047-49ae-800b-aad0f6fe9660’)}}
1.2. What should you be clear about when doing a rebranding?
For your potential clients, your buyer persona, your identity is a visual, emotional and communicative combination of your brand. So, when you consider the possibility of rebranding, you must comprehensively analyze the three main aspects that make up your clinic's branding :
How is it defined:
Sometimes experts will advise breaking away from everything before and starting from scratch with a new visual image, a new logo, and even a new name. Other times, however, it will be important to maintain elements of your original identity and make small changes gradually. It all depends on the differences between your current brand and your potential customers.
The first step to (re)defining yourself is to determine the value of your services, the philosophy of your clinic and to critically analyse whether you can meet the demands of your current potential clients. So, defining yourself implies defining and specifying the type of public you can satisfy with your treatments, that is, defining the profiles of your buyer personas, which are nothing other than the representation of your clients.
How it differs:
Differentiation is what determines what aspect of your mission, vision and values is different from the rest of your competitors , that is, how your buyer clients can identify your proposal and what marketing and sales strategies will be the ones that can help you achieve it.
A good way to differentiate yourself at this time is through the specialization of your clinic, offering services or treatments with added value to these buyers. Why? Because due to the high competitiveness, you can ensure that you are meeting the needs of a sector that you have decided to get to know in depth.
Pronova Clinic's differentiation strategy
Pronova Clinic's differentiation strategy
For example, in the case of Clínica Pronova , a dental clinic at the forefront not only of technology and dental practices, but also of the implementation of digital marketing techniques, it managed to differentiate itself from other clinics by softening the technological aspect, humanizing it through the incorporation of natural elements.
How you communicate:
Content, the message, is one of the most important aspects of your clinic. Fundamental in the digital environment, content and context are the key to successful communication between your brand and your clients. The right content communicated through the most suitable channel at the most opportune time is what leads to the implementation of the right strategies.
And, as you probably already know, one of the best ways to communicate in the digital environment is through your website, which, considering that you have made a change to your brand, will also need its own redesign:
2. Web redesign.
As part of a clinic's rebranding, it is often necessary to redesign the website. As we have said, one of the main reasons for making this change to your brand is to align your business with the needs of your clients and, in this sense, it is possible that what is on your current website does not correspond, does not maintain coherence with what you need to project.
When we talk about redesign, we are not always going to take into account a visual aspect of it. That is, it is not always necessary to change the logo, colors and other visual elements in a rebranding if these are a reflection of the tastes of the clinic's buyer persona. However, it is generally necessary to redesign the structure of the website, that is, the layout of the content on the pages and the different elements that make this website convert (allow you to get more first appointments), but also the hierarchy of these pages in a sitemap.
For many medical clinics, the word 'rebranding' may sound unnecessary or even scary. Redesigning a brand (and we're not just talking about changing a logo) can be a considerable investment. However, there comes a time when different factors make this brand obsolete and, for a clinic, this can make it difficult to get first appointments.
For this reason, it is important to review the branding and check whether it is necessary to make adjustments, major or minor, to adapt the brand identity in such a way that it is possible to achieve a correct alignment between the services and products offered and the consumers :
1.1. When is rebranding necessary?
When you need to improve your online reputation:
A brand should reflect the most current needs Rebranding.
For many medical clinics, the word 'rebranding' may sound unnecessary or even scary. Redesigning a brand (and we're not just talking about changing a logo) can be a considerable investment. However, there comes a time when different factors make this brand obsolete and, for a clinic, this can make it difficult to get first appointments.
For this reason, it is important to review the branding and check whether it is necessary to make adjustments, major or minor, to adapt the brand identity in such a way that it is possible to achieve a correct alignment between the services and products offered and the consumers :
1.1. When is rebranding necessary?
When you need to improve your online reputation:
A brand should reflect the most current needs of its potential customers , and it is possible that over time this reflection has become more blurred, more indefinite. In other words, it is possible that after a few years in the sector you have not been able to adapt to the needs of those who may be your current potential patients, so that rebranding is the solution to improve your online reputation and demonstrate that you are still at the forefront of the sector.
On the other hand, in more extreme cases, it may be necessary to carry out a rebranding to correct certain attitudes and/or strategies that have led to a distorted image of your clinic . Bear in mind that one dissatisfied client (or even employee) is enough to denigrate all your work, especially if no attention has been paid to the image that your business was projecting on the Internet and that could have directly affected the first appointments.
When there has been a significant loss of customer:
It is possible that despite having an impeccable online reputation, your clinic has lost clients. It is normal to have seen a decrease in first appointments in the current situation, however, if the loss of clients has been considerable, or it was a trend before the pandemic, it is important to analyze the reasons and assess their relationship with your brand .
Consider that consumer needs change over time and, although we have witnessed a drastic change now, consumer trends have been progressing every year. It is important to review what our consumers need and whether our brand aligns with what is important to them. It is also essential if we have become obsolete for certain customers, while for others we may be an option. In this sense, rebranding can be a great ally in terms of marketing.
When we want to differentiate ourselves with our services:
One of the biggest problems in many sectors is high competition. Faced with this, some clinics have dedicated and invested twice as much effort in online marketing and sales strategies, while others have been able to observe that their audience is increasingly demanding, that it is even difficult to talk about the interests of certain market niches, that they need to be more specific and focus on offering the best customer service.
These clinics are those that choose to differentiate themselves and even specialize in certain treatments in order to satisfy very specific clients, known as buyer personas , who are essential to implementing different marketing and sales strategies in a much more intelligent way. Obviously, this differentiation comes from a change of brand, a rebranding.
For your potential clients, your buyer persona, your identity is a visual, emotional and communicative combination of your brand. So, when you consider the possibility of rebranding, you must comprehensively analyze the three main aspects that make up your clinic's branding :
How is it defined:
Sometimes experts will advise breaking away from everything before and starting from scratch with a new visual image, a new logo, and even a new name. Other times, however, it will be important to maintain elements of your original identity and make small changes gradually. It all depends on the differences between your current brand and your potential customers.
The first step to (re)defining yourself is to determine the value of your services, the philosophy of your clinic and to critically analyse whether you can meet the demands of your current potential clients. So, defining yourself implies defining and specifying the type of public you can satisfy with your treatments, that is, defining the profiles of your buyer personas, which are nothing other than the representation of your clients.
How it differs:
Differentiation is what determines what aspect of your mission, vision and values is different from the rest of your competitors , that is, how your buyer clients can identify your proposal and what marketing and sales strategies will be the ones that can help you achieve it.
A good way to differentiate yourself at this time is through the specialization of your clinic, offering services or treatments with added value to these buyers. Why? Because due to the high competitiveness, you can ensure that you are meeting the needs of a sector that you have decided to get to know in depth.
For example, in the case of Clínica Pronova , a dental clinic at the forefront not only of technology and dental practices, but also of the implementation of digital marketing techniques, it managed to differentiate itself from other clinics by softening the technological aspect, humanizing it through the incorporation of natural elements.
How you communicate:
Content, the message, is one of the most important aspects of your clinic. Fundamental in the digital environment, content and context are the key to successful communication between your brand and your clients. The right content communicated through the most suitable channel at the most opportune time is what leads to the implementation of the right strategies.
And, as you probably already know, one content writing service of the best ways to communicate in the digital environment is through your website, which, considering that you have made a change to your brand, will also need its own redesign:
2. Web redesign.
As part of a clinic's rebranding, it is often necessary to redesign the website. As we have said, one of the main reasons for making this change to your brand is to align your business with the needs of your clients and, in this sense, it is possible that what is on your current website does not correspond, does not maintain coherence with what you need to project.
When we talk about redesign, we are not always going to take into account a visual aspect of it. That is, it is not always necessary to change the logo, colors and other visual elements in a rebranding if these are a reflection of the tastes of the clinic's buyer persona. However, it is generally necessary to redesign the structure of the website, that is, the layout of the content on the pages and the different elements that make this website convert (allow you to get more first appointments), but also the hierarchy of these pages in a sitemap. of its potential customers , and it is possible that over time this reflection has become more blurred, more indefinite. In other words, it is possible that after a few years in the sector you have not been able to adapt to the needs of those who may be your current potential patients, so that rebranding is the solution to improve your online reputation and demonstrate that you are still at the forefront of the sector.
On the other hand, in more extreme cases, it may be necessary to carry out a rebranding to correct certain attitudes and/or strategies that have led to a distorted image of your clinic . Bear in mind that one dissatisfied client (or even employee) is enough to denigrate all your work, especially if no attention has been paid to the image that your business was projecting on the Internet and that could have directly affected the first appointments.
When there has been a significant loss of customer:
It is possible that despite having an impeccable online reputation, your clinic has lost clients. It is normal to have seen a decrease in first appointments in the current situation, however, if the loss of clients has been considerable, or it was a trend before the pandemic, it is important to analyze the reasons and assess their relationship with your brand .
Consider that consumer needs change over time and, although we have witnessed a drastic change now, consumer trends have been progressing every year. It is important to review what our consumers need and whether our brand aligns with what is important to them. It is also essential if we have become obsolete for certain customers, while for others we may be an option. In this sense, rebranding can be a great ally in terms of marketing.
When we want to differentiate ourselves with our services:
One of the biggest problems in many sectors is high competition. Faced with this, some clinics have dedicated and invested twice as much effort in online marketing and sales strategies, while others have been able to observe that their audience is increasingly demanding, that it is even difficult to talk about the interests of certain market niches, that they need to be more specific and focus on offering the best customer service.
These clinics are those that choose to differentiate themselves and even specialize in certain treatments in order to satisfy very specific clients, known as buyer personas , who are essential to implementing different marketing and sales strategies in a much more intelligent way. Obviously, this differentiation comes from a change of brand, a rebranding.
{{cta(‘2d35d7de-4047-49ae-800b-aad0f6fe9660’)}}
1.2. What should you be clear about when doing a rebranding?
For your potential clients, your buyer persona, your identity is a visual, emotional and communicative combination of your brand. So, when you consider the possibility of rebranding, you must comprehensively analyze the three main aspects that make up your clinic's branding :
How is it defined:
Sometimes experts will advise breaking away from everything before and starting from scratch with a new visual image, a new logo, and even a new name. Other times, however, it will be important to maintain elements of your original identity and make small changes gradually. It all depends on the differences between your current brand and your potential customers.
The first step to (re)defining yourself is to determine the value of your services, the philosophy of your clinic and to critically analyse whether you can meet the demands of your current potential clients. So, defining yourself implies defining and specifying the type of public you can satisfy with your treatments, that is, defining the profiles of your buyer personas, which are nothing other than the representation of your clients.
How it differs:
Differentiation is what determines what aspect of your mission, vision and values is different from the rest of your competitors , that is, how your buyer clients can identify your proposal and what marketing and sales strategies will be the ones that can help you achieve it.
A good way to differentiate yourself at this time is through the specialization of your clinic, offering services or treatments with added value to these buyers. Why? Because due to the high competitiveness, you can ensure that you are meeting the needs of a sector that you have decided to get to know in depth.
Pronova Clinic's differentiation strategy
Pronova Clinic's differentiation strategy
For example, in the case of Clínica Pronova , a dental clinic at the forefront not only of technology and dental practices, but also of the implementation of digital marketing techniques, it managed to differentiate itself from other clinics by softening the technological aspect, humanizing it through the incorporation of natural elements.
How you communicate:
Content, the message, is one of the most important aspects of your clinic. Fundamental in the digital environment, content and context are the key to successful communication between your brand and your clients. The right content communicated through the most suitable channel at the most opportune time is what leads to the implementation of the right strategies.
And, as you probably already know, one of the best ways to communicate in the digital environment is through your website, which, considering that you have made a change to your brand, will also need its own redesign:
2. Web redesign.
As part of a clinic's rebranding, it is often necessary to redesign the website. As we have said, one of the main reasons for making this change to your brand is to align your business with the needs of your clients and, in this sense, it is possible that what is on your current website does not correspond, does not maintain coherence with what you need to project.
When we talk about redesign, we are not always going to take into account a visual aspect of it. That is, it is not always necessary to change the logo, colors and other visual elements in a rebranding if these are a reflection of the tastes of the clinic's buyer persona. However, it is generally necessary to redesign the structure of the website, that is, the layout of the content on the pages and the different elements that make this website convert (allow you to get more first appointments), but also the hierarchy of these pages in a sitemap.