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Physician Brand Positioning
The 7 P’s of
by
FEED is a physician brand talent agency that transforms your practice into
a brand with a distinctive philosophy, identity, and way of practicing medicine.
1Intake
(1-2 sessions)
2 3
Brand Architect
Outtake
(1 hour)
Assessment
(1 week)
2 weeks
BrandArchitect
What do we want
physiciansto remember a/erwards?
1You are a
brand(Even if you don’t think you are special)
A Brand is a mental tattoo.
A brand answers:
Who are you? Who needs to know?
How willthey find out?
Why shouldthey care?
Brand p3itioning is the articulation of value you create for your patients.
Doctor, are you making money while you sleep?
Top Brand delusions2
delusion #1
5e public will find me.
delusion #2You’re offering something different & superior to your competitors’ offerings.
2You don’t have to be a
commodity(Even though you are in a commodity market)
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $$ $ $ $ $ $ $ $ $ $ $ $ $ $ $
about
we’re hardwired to notice only what’s different
Marty Neumeier
3brand positioning
(is not common sense)
Are best-practices reducing your patients?
The Urge To Copy!
4motivations to begin yourbrand positioning
1
$5.2m vs. $2.5m
Source: Duke University study, published in Health Affairs
S!"#$%&$'( v'. G")"r%&$'(
2
Larger geographical market
3
Fewer competitors
4
M3t ideal patients
P’s of Physicianbrand positioning7
1Purpose
2principles
3positioning
4practices
5promotion
6process
7place
