When it comes to separating yourself from the competition, it’s not enough to simply provide positive results.
To get noticed you also have to be bold and different. This means you might have to wade into waters outside of your comfort zone.
In order to position your brand for consideration, you need to stand out among your peers. A good way to accomplish this, is to start focusing less on price and more on value. Yes, you want to make sure you’re financially competitive with others, but you also need to let your consumers see the value of the work you provide. On-line reviews can help establish this, particularly with a younger generation that feeds off of peer-to-peer advocacy.
Another way you can differentiate yourself is to find one aspect of your organization that you do better than anyone else, or perhaps something that no one else can claim. Have you won any awards for your services? Do you have partnerships with local organizations? Do you have any new state-of-the-art equipment that others don’t have? Think beyond the biggest or the most expensive, and more about what do you do best?
We recently had the opportunity to attend the Urgent Care Associate of America Spring 2016 conference, where we stressed the importance of differentiation when starting an urgent care. Since the passing of the Affordable Care Act, hundreds of thousands of urgent care facilities have opened their doors in the United States, but few have been able to set themselves apart. One of the biggest factors we discussed, was finding ways to embrace their individuality, whether it be through their staff, quality of care or their overall approach.
In the end, the goal is to establish a voice that resonates with your audience, giving them an opportunity to learn more about you, and discover how what you do can better enhance their lives.
To learn more, listen to our FREE Webinar on Branding Your Urgent Care.