Archives     Advertise     Editorial Calendar     Subscribe     Contact Us    


NMGMA: 10 Minute Takeaway


 
David Coppock

Relationship Marketing through a Strong Brand

The second Tuesday of each month, practice managers and industry service providers gather for an educational Nashville Medical Group Management Association (NMGMA) meeting at Saint Thomas West Hospital.

In March, David Coppock, regional vice president with Professional Office Services (POS), discussed building patient relationships through a strong practice brand. While practices need an effective brand to set them apart, he specified a brand is not simply a logo, font or color.

Today, the focus is on relationship marketing, Coppock said, noting the brand is actually the last piece of the process. "Relationship marketing is not a campaign ... it's a strategy," he continued.

It's not enough to simply complete a service transaction. Instead, Coppock said relationship marketing is the brand's ability to create an emotional connection. "Healthcare is personal, and it's emotional," he pointed out. When a practice creates two-way communication and puts the patient's needs at the center, then that relationship fosters loyalty, long-term engagement, a channel to proactively manage care, and a strong referral source. Coppock referenced information from Salesforce that showed over 50 percent of an experience is based on emotions. "Without that personal, emotional experience, the customer will go to a competitor," he stated.

While patient engagement, experience and satisfaction seem similar, they are actually different. Engagement, explained Coppock, is proactive in nature and taken with the patient. Satisfaction is all about the outcome. Patient experience is a cumulative measure. Using the Beryl Institute definition, Coppock said patient experience is "the sum of all interactions, shaped by an organization's culture, that influence patient perceptions across the continuum of care."

The patient experience, Coppock added, is the brand battlefield. "In the world we live in today, we're all one post away from a negative review and losing a patient," he said. "For every negative experience," he continued, "10-15 people are going to be told about it or see it."

He added, "Your online reputation lives anywhere a patient can leave a rating." And, he noted, those ratings matter:

  • 82 percent of patients use online reviews to view or post comments and ratings of physicians,
  • 75 percent of patients use online reviews as a first step in choosing a provider, and
  • 50 percent of patients would go out of network to see a physician with positive reviews.

"A brand is perception," he said. "It's that emotional connection. It's what patients say about your practice, how they feel about it, how you and the staff feel about it."

Coppock suggested six steps to establishing or improving practice branding:

  1. Discover your brand: Coppock said the brand starts from the top down and suggested practice leaders walk through the door as if they were a new patient to check out signage, patient forms, and interactions. Do signs and forms look alike? Do they make sense?
  2. Research the marketplace: Where does your practice fit in the space? Do a bit of light research on the competition. What's similar or different to you, and what do you do that's different?
  3. Position your brand: What is your point of distinction? Are you the market leader in an area? Be specific - 'all of our providers are board certified' rather than 'we have the best providers.'
  4. Develop your brand story: "The personality of your brand is determined in large measure by the words you use and the sentences you write," explained Coppock. What are three words that describe your brand or practice? Then use those words consistently to tell your story in a variety of places, including the website, You Tube, blogs, texts and collateral materials. Know your audience and how they like to receive information. Generational differences require varied communications.
  5. Create your brand identity: This is the part where you think about font, color, taglines and a visual identity guide. And then use it consistently. "If you're going to go to the trouble of creating a brand, use it on everything," Coppock said.
  6. Activate your brand: "It's not a 'one and done' approach," Coppock said of marketing. "How many times do you have to tell someone before a message gets through? Seven. Seven times before your message sinks in," he stressed. Be committed to your brand and make sure everyone on the team 'walks the talk.'

Finally, Coppock encouraged practices to do a brand audit every three years. He suggested laying all materials out on a conference table to look for anything that doesn't adhere to your visual guide. He also said the audit should include taking a fresh look at the practice from the customer viewpoint and surveying patients to find out about their experiences. The most important step is to take that information, make a plan and put it into action.

Mark Your Calendar

NMGMA Spring Social will be held in lieu of a regular April meeting. The networking event is set for Tuesday, April 30 from 4-7 pm at KraftCPAs. Non-member practice administrators interested in attending should contact NMGMA President Jimmie Holland, website@nashvillemgma.org, to RSVP.

WEB:

NMGMA

Professional Office Services, Inc

 
Share:

Related Articles:


Recent Articles

Amidst Growing Measles Outbreaks, AMA Urges Public to Get Vaccinated

Reminds physicians to discuss the safety and efficacy of vaccines with patients, as well as educate them on health risks associated with not vaccinating children

Read More

Pivotal Clinical Trial Investigates New Technology for Managing Uncontrolled Hypertension

Read More

The Biggest Threats to Public Health

Noted public health expert Dr. William Schaffner shares insights on three of his top public health threats.

Read More

Covering Kids

A new study finds higher rates of uninsured children in Tennessee and other non-expansion states.

Read More

Severe Asthma Disparities

A recent study found racial disparities in ED usage for severe asthma become statistically insignificant when factoring out socioeconomic elements, paving the way for more emphasis on differences in community than biology.

Read More

Mark Your Calendar for Music City SCALE

The 14th Annual Music City SCALE meeting featuring up to 22 hours of CME for medical practitioners is set for May 9-11 at the Music City Center.

Read More

Public Health Happens in the Community ... Not Just the Clinic

Public health continues to lead the way to eliminate health disparities and create a system that focuses not just on the absence of illness but the promotion of wellbeing.

Read More

Gum Disease and Tooth Loss Associated With Higher Risk of Pancreatic Cancer in African-American Women

Poor oral health was associated with increased risk of pancreatic cancer in African-American women.

Read More

A New Vision for Safety Net Care

After 14 months of study, the Indigent Care Stakeholder Work Team has released their vision for safety net care in Nashville.

Read More

Modern Healthcare & Critical Connections Present Social Determinants of Health Symposium

Read More

Email Print
 
 

 

 


Tags:
Branding, David Coppock, Healthcare Marketing, Nashville Medical Group Management Association, NMGMA, Patient Engagement, Patient Relationships, Professional Office Services
Powered by Bondware
News Publishing Software

The browser you are using is outdated!

You may not be getting all you can out of your browsing experience
and may be open to security risks!

Consider upgrading to the latest version of your browser or choose on below: