To make sure you are still in good health, you get a checkup each year. Why should your health care brand be treated any differently? Below is a list of the telltale signs your health care branding is in need of a checkup.
1. Your website is dated.
Consumers of all industries expect technology to be part of their experience. Health care is no different. In fact, many prefer it over traditional methods of communication with their health care provider. Many providers have adapted patient portals where patients can request appointments, access their medical records, request prescription refills or even get a new prescription from their physician for minor illnesses, like a cold.
A dated website not only limits your ability communicate with patients, it makes your brand as a whole look dated. No matter how cutting edge your medical team or facility is, a dated website negates that. All too often health care administrators view updating their website as an inefficient use of money, when a revamp can actually yield a pretty nice ROI.
2. Your business has shifted but your message has not.
Every business evolves their products or services as time goes on. Doing so is unavoidable in order to stay relevant. Health care is no exception. What is your brand's main message? Does it accurately reflect who you are and who you want to reach?
3. Your logo is suffering from old age.
As your health care business evolves, so should your logo. There is always that person at the party who obviously has not updated their hairstyle or wardrobe in two decades. They stick out a little bit. The same goes for logos. Just like fashion trends, logo trends change with time. Find out when your logo was last updated and compare it to current design trends or best practices.
Updating your logo does not have to be drastic. In fact, if you study how iconic brands have evolved their logos over time, most changes are subtle.
4. You have plateaued.
Has your number of new patients or other measurable goals plateaued or slowed? The numbers aren't bad but aren't great either? A rebrand can be just the prescription your brand needs. A rebrand not only draws attention to your brand for being different, but it also gives you an opportunity to promote the rebrand.
Knowing when to rebrand does not have to be overly complicated. Getting key decision makers within your organization on board early on is key, so make sure to do your homework and be prepared to defend your reasoning. Make sure to set goals for the rebrand and lay out a detailed plan of exactly what will happen as well as well as deadlines for each step.
There you have it—the subtle signs that tell you it is time to revamp your health care branding.