There’s a lot of talk about branding. Almost all of it is just noise.
On the other hand, the definition of branding cited by David Ogilvy, the advertising genius, “the intangible sum of a product’s attributes” provides an elegant lesson for medical group leaders.
You see, we’re not talking of logos or cute comic book drawings or having everyone in the group wear chartreuse.
Instead, I want you to focus on the fact that your group is actually, and actively, branding itself every day, whether or not you’re aware of it.
“They’re rude.” “They hate nurses.” “They’re all about never calling me back.”
The interactions each of your physicians, and each of your staff, have with patients, referring physicians, hospital personnel and others projects your group’s attributes.
Since you can’t stop it from happening, you’d better figure out how to craft it, how to manage it, how to use that opportunity to your group’s benefit.