A reader asks if I have any thoughts on the pluses and minuses of using a "brand" instead of an individual physician name when naming a practice. The question goes to the heart of what your medical practice or physician business is all about -- and what your plans are for its future.
I received this inquiry recently about branding and how to name a medical practice. Since it is a good question, and one that many of you may have, I decided to respond via a blog post.
A reader wrote:
“What if you’re branding a physicians group where the brand must supersede the individual physician names? In my area, physicians are known for being in Premier Radiology, Tennessee Orthopedic Alliance, Vanderbilt Medical Group. Any thoughts on the pluses and minuses of brand versus individual physician name?”
The question goes to the heart of what your medical practice or physician business is all about -- and what your plans are for its future:
Let me remind you that a brand is a promise to your customers or patients. However you name your medical practice or business, consider what experience you want to promise your future customers or patients.
Timely visits, friendly encounters, high-end personalized service, hot-shot expertise, Dr. Marcus Welby hand-holding style … you decide and be intentional in your choice. Be sure then to deliver on that promise, no matter what you name your medical practice or physician business!