AACS 2013 Presentation on Branding
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Transcript of AACS 2013 Presentation on Branding
Welcome…In Sync: Making Your Online and Offline Brand (and Voice!) Congruent
#AACS2013 Follow on Twitter @MoniqueRamsey
Meet Monique
Founder, Cosmetic Social Media
20+ years experience: medical practice management, marketing, training, and consulting
Certified Relationship Marketing and Social Media Strategist (2009)• Winner 2010 #influenceSD Award for Best Social Media in Business
• Alert Press Top 5 Medical Practice Facebook Fan Pages• Named on of 17 Top Facebook Pages for Small Business, 2012 (Fluxe Digital)
Interviewed by SmartMoney Magazine, American Medical Association, Dermatology Times, Surge, Medical Economics, ReachMD on Satellite Radio
Contributor to Cosmetic Surgery for Dummies
Board – San Diego Social Media Society
♥music, ♥USC, ♥sports,
♥spa days, ♥shoes
♥driving fast ♥creative
endeavors!
#AACS2013 Follow on Twitter @MoniqueRamsey
#AACS2013 Follow on Twitter @MoniqueRamsey
The word "brand" is derived from the Old Norse brandr meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products. –MarketingMagazine.co.uk
Branding
#AACS2013 Follow on Twitter @MoniqueRamsey
• Who are you? • How is your
practice unique? • Could you explain
your brand to the person next to you right now?
#AACS2013 Follow on Twitter @MoniqueRamsey
The intrinsic believability your brand evokes converts awareness to
commitment.
Brand Trust
A promise of service, quality, dependability, benefit, etc. – not just for
the product or outcome, for the company behind the product
#AACS2013 Follow on Twitter @MoniqueRamsey
Embrace it… Live it…
Breathe it…Sing it…
Sweat it…
#AACS2013 Follow on Twitter @MoniqueRamsey
Consistency
Make sure the brand image is
consistent across EVERY patient
touchpoint.
#AACS2013 Follow on Twitter @MoniqueRamsey
Website
Contests
In-Office Promotions
Social Media and Apps
#AACS2013 Follow on Twitter @MoniqueRamsey
E-blasts & mailers Exam Room
displaysPrint: Ads & CollateralPromotions / Specials
Events
Facebook timeline cover photo
#AACS2013 Follow on Twitter @MoniqueRamsey
Mobile Marketing
#AACS2013 Follow on Twitter @MoniqueRamsey
Voice
“The one thing you never want to delegate is your
voice!”
~ Mari Smith
Monique and Mari on the set of “Crunch Time”
#AACS2013 Follow on Twitter @MoniqueRamsey
Voice
toneFormal ChattyTechnical Layman’s termsDistant AccessibleAuthoritative Human/HelpfulSerious FunPoised Irreverent
“The one thing you never want to delegate is your voice!” ~ Mari Smith
#AACS2013 Follow on Twitter @MoniqueRamsey
Voice
#AACS2013 Follow on Twitter @MoniqueRamsey
Voice
Platform-specific
You will have to adjust your voice slightly depending on the platform’s audience (LinkedIn is more formal than Facebook, for instance)
#AACS2013 Follow on Twitter @MoniqueRamsey
Measure 4 ConsistencyStaff:
follow throughfriendliness
Office: comforthospitalitywait time
(appt., phone, etc.)Surgical Experience:
Pre-opSurgery DayPost-op
vs. patient expectations
#AACS2013 Follow on Twitter @MoniqueRamsey
Questions?Thank You!