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GET TO THE HEART OF “IT”

IF YOU DON’T COMMUNICATE YOUR BRAND PROPERLY, THEN DOES IT EVEN EXIST?

GARY GERBER, O.D.

IT’S NOT just what you say. . . and it’s not just how you say it. So then, what is “it?” That is the question. And until your practice’s “it,” also known as your practice’s brand, is memorialized and engraved in limestone, you shouldn’t say much of anything.

Consider how you’d answer this: “Can you tell me in two or three sentences why I should be your patient instead of going to one of the other five eye doctors in town?”

Next, and more importantly, consider how your employees would answer the same question.

WHAT IS YOUR BRAND?

The above question refers to your “elevator pitch,” which should also answer the question: “What is your brand?” While you may be comfortable with what you perceive as your brand, are you equally comfortable that it’s constantly and relentlessly communicated to current and prospective patients?

Brand communication is the lifeblood of the practice. And by definition, if it’s not communicated continuously and uniformly, then the brand either doesn’t exist (other than in your head) or the branding is so diluted that it is worthless.

“IT” STARTS ON THE INSIDE

Brand communication starts internally. Is your brand demonstrated to staff? For example, if part of your brand mojo is to be laid back, casual and fun, do you print your staff meeting agenda on 8.5” x 11” white paper or an easel with crayons? If you’re brand is leading-edge technology, is there any paper at all, or does your staff receive agendas on their digital tablets?

Why does this level of reinforcement matter? Because it carries over to external communication. Staff should not only be able to recite your brand, but also see it exemplified in the company culture, so it is retained and portrayed to patients.

YOUR BRAND IN ACTION

When a patient calls and asks, “You said my glasses would be here three days ago. What’s taking so long?” how is your brand reflected in your staff ’s response?

Using the classic service recovery model of Hear (listen), Empathize, Apologize, Resolve and Diagnose, your brand should be reflected in your receptionist’s response.

The practice that is more casual and fun might respond with a more empathetic, comedic voice than a somber one.

For example, “We’re expecting your glasses in two more days, and we’ll discount your balance by 50%. Let’s make this a challenge — for every additional day the glasses are late, we’ll take off another 20%. Who knows, we might just wind up paying you for the glasses!” Of course, this solution works only if it reflects your brand and culture.

The high-tech practice might offer a resolution of, “We’re expecting your glasses in two days. I’ve already sent you a text with a link to track your glasses so you’ll know exactly where they are.”

Your brand doesn’t exist until you create it. It doesn’t stay alive unless you feed it. The food is the company culture that your staff reflects to the patients, who will ultimately decide the success of your brand. OM

DR. GERBER is the president of the Power Practice, a company specializing in making optometrists more profitable. Learn more at powerpractice.com, or call Dr. Gerber at (888) 356-4447. Visit tinyurl.com/OMcomment to comment on this article.