If you’re looking to separate your Health IT firm from the competition…
And position your business to win more sales, referrals, and influence in the market…
Your Brand creates the perceptions in the hearts and minds of your prospects, clients, peers, and market leaders.
To create a great Brand for your business, answer these questions:
(WARNING: These questions take some thinking.)
5 Steps to Building a Health IT Brand
1. What clear space do you own in the minds of your clients?
Are you faster, more responsive? Are you the innovator? Does your Health IT product or service make the client feel smart, safe, protected, or even sexy?
When your client thinks of your business, there should be no confusion or cloud about who you are and what you do.
2. How are you Different from the competition?
What promise can you make… and keep… that your competition can not, or dare not, make?
Are you trying to be all things to all people… or have you carved out your place in the market?
Claim your position. Make sure it’s always different from all the others.
3. Do you live your Message?
Does EVERY touch point with your business back up and reinforce your Brand Promise? If you promise fast, responsive service, do you always answer the phone within two rings, return calls within an hour, and respond to client email inquires immediately?
Is your Brand alive? Is it real? Are ALL your actions… the little daily things… Congruent?
4. Do you have a DEEP understanding of your clients?
Have you interrogated your clients to the point where you really, really understand what they seek from your Health IT product or service, practically and emotionally?
Have you conducted online surveys? Do you conduct client interviews? How astute are you… do you observe beyond what clients say, and pay attention to what they DO?
What do your clients want beyond the obvious?
They don’t want an Electronic Health Record software… they really want a better, more effective and efficient way to communicate with patients.
5. What language do your clients use when talking about the problems they face and the solutions you deliver? How is your brand positioned?
This is really the intrepretaion of step 4. What are your clients saying, and what terms and phrases do they use to describe the problems you solve and the unique value you offer?
What do clients say to your sales and customer service staff? How would your clients explain the service and value you provide to their peers? If a competitor knocked on your client’s door, how would they describe your service and product?
These are the five crucial questions you must address to build a strong Health IT brand. Your brand is your competitive edge in the market place.
Perhaps you need some help in fleshing out your Brand positioning?
If so, let’s talk.
(NOTE: This post was updated on July13.2014)