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    Melanie D. Palm, M.D., M.B.A.
    Melanie D. Palm, M.D., is director of Art of Skin MD in Solana Beach, Calif. Visit her at http://www.artofskinmd.com

    Tips for defining your brand

    The brand identity of a dermatology practices encompasses both the culture of the office as well as the vision of the organization.  It is a communication to the world at large of who you are – as a physician, practice, product, and business.

    It is likely that few offices take the time to really negotiate through the process of developing a solid brand identity.  If done successfully, the creation of a strong brand identity resonates through all aspects of the practice – the website, logo, clinic space, staff, physician, and any of the associated ventures.

    Tracy Drumm, Vice President of IF Marketing, is a frequent lecturer and consultant on the topic of brand identity.  In her opinion, the most important aspect in establishing a brand identity is recognizing that the physician and staff make up the brand identity.  Below, she offers some more tips relating to brand identity:

    • To define your brand, complete a brief checklist of marketing elements needed to form your brand. These include a logo, a tagline, a mission, and finally an elevator pitch.
    • Consider what distinguishes you from the competition in developing your brand identity.  The market is becoming more saturated over time, and practices that have been proactive about deciding what they want patients to feel will be best positioned for success.
    • Core brand elements described above drive brand loyalty (and keep patients coming back to your practice).

    Next: When should you begin thinking about brand identity?

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