Whether you are involved with the launch and growth of an urgent care center (UCC) or lead another type of healthcare organization, you should be asking yourself the branding question, "Why you?" states Andrea Simon, Ph.D., Founder/CEO of Simon Associates Management Consultants (SAMC), in her May 7, 2015 FierceHealthcare article, “Are Urgent Care Centers Brands Or Commodities?”
Mistake: Branding only for launch of UCC locations, not as a key part of expansion
UCCs are all fairly similar in their set-up, Dr. Simon writes. "They all seem to focus on how fast consumers can be seen by a physician or a nurse practitioner, and how easily consumers can then be passed back to their own doctor after their UCC experience. Choice appears to revolve around convenience, online reviews from users and word of mouth."
But a brand (think Starbucks) is not just something that's convenient, and consumers need more reasons to choose one UCC over another other than the fact that they are convenient and fast. That's where branding is absolutely crucial.
To stand out in a crowded marketplace, identify your unique brand promise
According to Dr. Simon, you must become the destination that people go out of their way to patronize. You must become what they need, where and when they need it. Then, hopefully they'll become as passionate about your unique care delivery as they are about their coffee.