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