Often this step is overlooked, but branding is absolutely essential to a successful online presence. When your visitors come to your website, what is the first thing you want them to think of? Many doctors try to present too many faces and leave the patient confused as to whether they can be helped. Instead, focus on your office’s specialties; what sets your company apart from other medical facilities? What kind of personality do you want to convey. Everything you decide in this stage of the process will affect the way your other services are carried out.
Finding the image that portrays your company perfectly is difficult. Doing that while simultaneously offering true, helpful services is even harder. But finding a persona that is unique and separate from all other competitors is nearly impossible. Advertising and websites alone cannot sell your services, because buyers make their decisions largely based on timing and location. However, great marketing and branding will serve to prepare the buyer for you before they reach the point where they can make the decision, and it will also affirm the buyer’s choice after the fact. By creating a palpable brand, your company’s personality is formed and confirmed in the buyers’ minds.