Professional Branding for Private Practices

PROFESSIONAL BRANDING UP
CLOSE & PERSONAL…

…FOR THE PRIVATE PRACTICE

by James D. Roumeliotis

Sample List of Professionals/Private
Practices
 Accountants Optometrists
 Actuaries Therapists
 Architects Veterinarians
 Chiropractors ETC.
 Consultants
 Dentists
 Engineers
 Financial Advisors
 Interior Designers
 Naturopaths
James D. Roumeliotis

What is a Brand?
A brand is NOT just a logo or tag line.

A brand is a promise of something
that will be delivered by you and
your practice/firm. This promise
comes in a form of :
Quality,
An experience,
A certain expectation in mind.
Brands that stand for something
connect with customers.

How Do You Create a Brand for Your Practice?

You actually don’t create a brand at all.
Your brand is, in fact, created by the public –
- by their perceptions,
- thoughts, and experiences
- by how they define you.

The professional practitioner and the practice brand are synonymous.
Your brand is the exhilaration (or disappointment) a client/patient feels
from the experience he/she had at your practice and service offering.

Image blunders Faux pas!


Personal Brand = Your Image =
Perception
In order to be successful with
your practice , it is critical to set
yourself apart.
Think about the following questions:
 Do you know your unique
differentiators (USP)?
 Can you define your personal brand?
 How easily can you articulate that
brand?
 Do you actively work on enhancing
your brand?
 Do you have a brand strategy?
“Values & Vision”


Character vs. Reputation
Reputation is what people say and
think about you.
Character is what you really are.
It is said that character is like a tree
and reputation like a shadow.
Always deliver on what you promise.
If you look after your character,
your reputation will look after itself.

Package Yourself As “The” Entity
Hire for attitude and
train for skills – Craft a marketing,
Staff are a reflection advertising and
of your image/brand. publicity campaign
Create awareness and „buzz‟ that focuses on
with PR (online/offline –
articles/blogs, radio/TV talk helping you achieve
shows etc.) – to demonstrate your vision.
you‟re the expert in your field of
specialization. James D. Roumeliotis

Marketing & Branding Material
 Business Cards
 Stationary
 Brochures (testimonials)
 Website (testimonials)
 Social Media Pages
 A PR plan to execute

The Total Customer/Patient
Experience
Based on:
 Perceptions and experiences
at every touch point (interaction)

 Relationship based

 Service oriented


The Appointment
 Whether by email (response within 24 hours)…or
 by phone (no more than 2 rings – professional greeting,
no placing on hold and effortless appointment setting)


The Office Ambiance

First impressions do matter

The Reception
It is the first impression – reflects your image.

 Area should be tidy and attractive/welcoming

 The person at the reception desk should:
- Smile;
- Be neatly dressed and groomed;
- Make the visitor/customer feel appreciated.

Client/Patient should not have to wait more
than 10 minutes for his/her appointment.


Waiting Room Ambiance
 Conveys the image of the firm with a touch of
sophistication.
 Should exploit the 5 senses and be a place one doesn’t
mind waiting in.
– Soothing colors with elegant décor
– Relaxing music playing in the background
(discrete volume);
– The air should have a pleasant scent;
– Comfortable couches in good/clean condition;
– Perhaps offer a beverage (coffee, tea, bottled water or
juice);
– A variety of lifestyle magazines in good condition (no tears
etc.) – coloring books for the kids
– A TV with a news channel (or a video about the practice)
– Other amenities to keep busy during the wait.


Post Visit Follow-up
 As an unwritten protocol, in order to demonstrate
courtesy and care, as well as to show
additional appreciation for the business, either
the person who provided the service or an
associate should call the client/patient, thank
him/her and ask if there are any questions and
comments.


Three Professional Practices That “Get-
It”
They have nurtured a client/patient-centered environment, and have succeeded in attracting and keeping them by adding value
and satisfaction to their lives. As a result, they can justify billing higher fees which their clients/patients are willing to pay.

Dr. Robert Rey Raymond Chabot G. Yabu & Pushelberg
Thornton

www.yabupushelberg.c
www.raymondchabot.comom
www.drrobertrey.co James D. Roumeliotis

Summary
- Brand is created through public perceptions
and experiences with the firm.

- The professional practitioner and the practice
brand are synonymous.

- Brand is image, while reputation is reality

- The practice should deliver a consistent
meticulous and thorough work/services.

- Cheery and soothing office ambiance.

- Post visit follow-up

- Think Total Customer/Patient Experience

James D.
Roumeliotis
Montreal, Canada
T: +1.514.715.7785
jdr@affluencemarketing.ca

This is a book about implementing
refreshing business strategies in the
marketplace including:
• Strategies every successful leader must
know.
• Sales Management Tactics for the goal-
oriented executive.
• Executive Leadership.
• Effective Marketing and Branding
techniques.
• Design, Innovation, and the Luxury
Domain.
• What you don‟t know could hurt your
business – Food for Thought.
• Additional thoughts about post-recession
marketing.
• Effective political campaign strategies by
utilizing marketing techniques along with the
personal brand.
James D. Roumeliotis www.entrepreneurialessentials.com

Professional Branding for Private Practices

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