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Hey again — it's Steve with Healthcare Marketing Vitals!

Happy patients don’t rave about services offered, insurance accepted, or even location—although those are all essential aspects of the decision.

Those are baseline expectations. If you check those boxes then you’re in the running.

But not in the lead.

Read any rave reviews and you’ll see patients reveal the deciding factor in why they chose your practice and why they think others should choose your practice:

It’s you.

This week, we're uncovering how your authentic brand identity influences patient decisions and how to leverage it to stand out in a competitive healthcare marketplace.

This isn’t some pointless thought exercise.

It’s the core of why patients choose you.

In This Week’s Email:

• [1 min] Thoughts for the Week: Cultivating patients

• [3 min] It’s You: Why your healthcare brand is your strongest marketing asset

• [30 sec] By the Numbers: Healthcare brand impact statistics

• [30 sec] In the Know: Building trust with skeptical patients, influencer marketing for mental health, and women are the key healthcare decision-makers

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THOUGHT FOR THE WEEK

Heard it Through the Grapevine

For the last few years I’ve grown grapevines up a small pergola around our firepit.

Each year the process is the same:

• I prune them in the “winter” (a ~2 week event in TX)

• They start growing wildly in the spring

• I tie their branches to wires I’ve set up along the pergola to encourage climbing

I can never entirely force the branches to grow in a direction I want.

But over time I’m able to cultivate them so now after a few years, I’ve mostly gotten them to where they need to go by pruning and tying.

This is analogous to your top of the funnel (TOF/TOFU) marketing.

Someone may have little awareness about a condition they have or a treatment, and so they’re just exploring.

Maybe they’re flirting with the idea of seeking therapy but they’ve never seen a therapist.

Or they’ve felt some pain for a while, but they’re not sure they want to get it checked out by a PT, chiropractor, ortho, or dentist.

A giant aspect of your job for these patient populations is to give them subtle nudges that help them determine for themselves that it’s time to reach out to you.

Sometimes that’s removing stigma, sometimes it’s informing them, and sometimes it’s showcasing the low-risk, high-reward environment you offer.

You can’t force someone onto the path of treatment.

But you can make sure that once they’re ready, you’ve provided them a strong argument for choosing your practice.

SPOTLIGHT

It's You: Why Your Practice Brand is Your Strongest Marketing Asset

3 min. read

Last week, we explored why patients don't complete bookings.

This week we’re looking at the positive side of the equation:

When patients do choose a provider, what tips the scale in your favor?

The answer is simpler than many healthcare marketers realize:

It's you.

With 81% of people saying they need to trust a brand before making a purchase, what sets your practice apart isn't just your services—it's your unique identity and the distinctive experience you deliver.

This isn’t some casual “just be yourself” advice.

It’s more like the “you need to figure out why patients have chosen you in the past and emphasize that to prospective patients” kick in the butt.

Whether you're a solo practitioner or run a multi-location enterprise, your “authentic healthcare brand” is the most powerful marketing asset you have—if you know how to use it.

Your USP and Your Competitive Advantage

Solo providers and small practices tend to lean heavily on individual personality.

That’s understandable.

But brand identity goes far beyond the individual.

Every healthcare organization—from single-provider practices to large hospital systems—has distinctive attributes that make it uniquely valuable to patients.

The challenge isn't creating differences.

It's recognizing those differences that exist and articulating how those benefit patients.

This often starts with identifying your organization’s cohesive values and approach (driven by your mission and vision) that unite multiple locations and providers.

Now add what patients highlight in positive feedback and reviews.

From there you can define your unique selling proposition (USP) to state clearly why patients should come to you.

While individual locations have their own cultures and providers have their own specialties, sub-specialties, and credentials, a well-functioning healthcare organization will have a singular, cohesive USP.

That’s the core of your brand and what guides successful marketing:

It’s the essence of your organization's culture, values, and approach to care.

What makes your organization distinctly "you" might be:

• A specialized approach to treatment across all locations

• A unique patient experience protocol that distinguishes you from competitors

• Particular technologies or methodologies deployed system-wide

• A distinctive philosophy of care

• Deep expertise in serving specific patient populations at scale

• Patient communication and bedside manner

The "What Makes Us Different" Statement

Complete this sentence about your practice for a simple USP:

"What makes us different is [unique attribute/approach/value]."

For example:

• "What makes us different is our integrated team approach where every specialist involved in your care meets weekly to coordinate treatment plans." (Large multi-specialty practice)

• "What makes us different is our proprietary patient communication system that ensures every patient gets responses within 2 hours during business hours." (Healthcare network)

When you can articulate this confidently, you've identified your authentic core—the organizational "you" that no competitor can replicate.

This needs to be something you deliver on time and again if you’re going to leverage it to get more patients.

Speak to Emotions, Not Just Needs

The most trusted healthcare brands understand that patients make decisions based on emotions, not just clinical needs.

They connect their unique attributes to how they make patients feel.

For large healthcare enterprises, this means finding ways to maintain the emotional connection despite serving thousands of patients.

Smaller practices often have an easier time here.

Mayo Clinic has various ads that do this really well in completely different ways.

Some focus more on effects on patients and others focus more on the advanced technologies.

While you probably don’t have the name recognition or the budget they do, you want to make sure you have the same critical elements:

• Who you are: Your authentic identity and organizational values

• What you do differently: How your unique approach benefits patients

• How you make patients feel: The emotional impact of your care model

Example:

Who you are: "As the region's largest orthopedic group, we've invested in creating specialized teams for every major joint and orthopedic condition."

What you do differently: "Unlike general orthopedic practices, every provider you see specializes exclusively in your specific condition—whether it's hands, knees, or spinal issues."

How you make patients feel: "Our patients feel confident knowing they're receiving care from a physician who focuses entirely on their specific condition."

This emotional connection transforms your organization's scale from a potential barrier to personal care into a compelling advantage.

Measuring Your Brand's Resonance

Of course, you need measure how well your brand is connecting when you start incorporating your USP and your brand into your messaging:

1. Do new patients mention your unique attributes when asked why they chose you over competitors?

2. Are your reviews and testimonials highlighting the distinctive aspects of your care model?

3. Can staff across all locations consistently articulate what makes your organization special?

4. Do your marketing materials clearly communicate your unique organizational identity?

5. Do you see higher patient retention rates among those who connect with your core values?

Consistency in these measures across clinicians and locations provides valuable insight into how successfully you're communicating and delivering on your brand promise.

Bringing It All Together

Your authentic practice identity isn't just a marketing angle—it's your greatest asset.

When you clearly communicate who you really are:

• You attract patients who value your distinctive approach to care

• You foster natural referrals as patients recognize your unique value

• You guide leadership decisions that strengthen your authentic identity

• You stand out in a crowded marketplace where 72% of patients only consider providers with 4+ star reviews

Healthcare organizations that thrive—regardless of size—don't try to be all things to all patients.

They have the clarity and courage to build their brand around what truly makes them different, trusting that the right patients will respond.

Because in the end, patients aren't just choosing services or even providers.

They're choosing you—the organization whose values, approach, and distinctive care model resonate with what they need.

BY THE NUMBERS

Healthcare Brand Impact Statistics

1. Decision Drivers: Care and compassion are one of the main drivers in choosing healthcare providers, with 60% of patients rank it a "very important" factor in their decision.

2. Digital Trust Building: 40%+ of patients state that interactions with healthcare providers on social media have positively influenced their decision-making.

3. Review Influence: 72% of patients will only choose a doctor if they have 4-star reviews or higher, emphasizing the role of social proof in healthcare decisions.

4. Trust Factor: 81% of consumers need to trust a brand before they'll buy from them, making trust the foundation of effective healthcare messaging.

5. Messaging Impact: 87% of consumers say personally relevant content positively influences their feelings about a brand, highlighting the importance of targeted healthcare communications.

IN THE KNOW

Key Articles this Week

1. How To Build Trust With Skeptical Patients Through Healthcare Marketing: How transparency, authentic messaging, and consistent delivery of promises are essential for building trust with increasingly skeptical healthcare consumers in today's digital age. Read more

2. Best Influencer Marketing Strategies for Mental Health & Mindfulness Brands: This comprehensive guide examines how healthcare providers in the mental health space can effectively and ethically leverage influencer partnerships while maintaining professional standards and compliance with regulations. Read more

3. Women's Health: Unlocking Immense ROI for the Predominant Healthcare Decision-Maker: New research reveals women control approximately 80% of healthcare decisions in U.S. households, presenting a significant opportunity for healthcare marketers who effectively address women's specific needs and communication preferences. Read more

When you’re ready, here are 3 ways I can help

1. Hit "reply” to any email and drop me a line. Tell your story, share your marketing struggles, or just say hi. I read every email.

2.  Get in front of our audience of healthcare leaders & professionals.

3. We are opening up 2 slots in our digital marketing agency. If you’re interested in getting help for Paid Search (PPC) and SEO, book a call. We’ll close applications in approximately 1 week.

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That’s All for Now

Have a great week—and don’t forget to cultivate your brand.

See You Next Week,

Steve