{"id":8442,"date":"2019-07-19T07:00:53","date_gmt":"2019-07-19T11:00:53","guid":{"rendered":"https:\/\/www.whitecoatmedicalmarketing.com\/?p=8442"},"modified":"2019-07-19T07:00:53","modified_gmt":"2019-07-19T11:00:53","slug":"medical-marketing-branding-advertising-explained","status":"publish","type":"post","link":"https:\/\/targetmarket.com\/medical-marketing-branding-advertising-explained\/","title":{"rendered":"Medical Marketing, Branding and Advertising Explained"},"content":{"rendered":"\n

This summer, we\u2019ve spent a lot of time nurturing relationships with our existing clients as well as getting to know some new ones. One topic that continues to come up in one way or another is the differences between branding, marketing and advertising. <\/span><\/p>\n\n\n\n

When you factor in that each of these exists in the digital space and offline, it can easily become confusing. We\u2019re often asked questions like \u201caren\u2019t marketing and advertising the same thing?\u201d or \u201cI\u2019m a doctor…does branding really matter?\u201d<\/span><\/p>\n\n\n\n

So, let\u2019s break it down. <\/span><\/p>\n\n\n\n

Think of medical marketing, branding and advertising as a three-legged stool. Each leg is essential, but they work together to serve a larger purpose. In their simplest form: <\/span><\/p>\n\n\n\n

Your brand is the personality of your practice.<\/strong><\/b><\/h3>\n\n\n\n

Marketing is how you communicate your brand.<\/b><\/h3>\n\n\n\n

Advertising is paid marketing.<\/b><\/h3>\n\n\n\n

Branding<\/b><\/span><\/h2>\n\n\n\n

We know what you\u2019re thinking. You\u2019re not a retail business, so does branding really matter? Absolutely! Your brand identity is how your audience perceives you. <\/span><\/p>\n\n\n\n

For physicians, branding is two-fold. First, there\u2019s the brand of your practice as a whole. Then, your personal brand as a doctor. For a single physician private practice, the two may be synonymous. But for a multi-physician group practice or larger healthcare organization like a hospital or primary care network, these two brands should be unique yet complementary and cohesive with one another. <\/span><\/p>\n\n\n\n

Beyond defining the basics like your mission, vision, value proposition and the services that you offer, the best way to hone in on your brand identity is to think of it as personality. Ask yourself, \u201cIf my brand was a person\u2026\u201d:<\/span><\/p>\n\n\n\n