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:
- What patients want — both in the functional delivery of care and their emotional relationships with your practice.
- An honest evaluation of what you currently provide.
- 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.