The Gap

Your brand is your promise to deliver a healthcare experience for your patients that is specific and unique to your practice.  You’re essentially making a promise no one else can make.  This requires that you recognize several things: 

  1. What patients want — both in the functional delivery of care and their emotional relationships with your practice.
  2. An honest evaluation of what you currently provide.
  3. An accurate understanding of what your competitors offer. 

Compare and contrast these three, and the spaces in between are what we marketers call “the gap.” And this gap = your opportunities to build and strengthen your brand.