How Poor Branding Might Be Sabotaging Your Health Center's Growth
When I invited Murray Steinman, CEO of Flying Horse Communication, to speak at our FQHC CEO Boot Camp, I knew he'd deliver value. What I didn't expect was how his insights would transform the way our participants viewed their health centers' branding.
The Hidden Cost of Poor Branding
Here's a shocking statistic: At my own health center, our initial brand recognition was just 31%. Even worse, most people who recognized our name thought we were the county health department. We had not attracted new patients for years.
The Three Critical Branding Mistakes
According to Murray, who has rebranded over 80 organizations including multiple FQHCs, these are the common pitfalls FQHCs have when it comes to branding:
1. Government-Style Names
Your health center's name might be your first barrier to growth. Names that sound like government agencies can deter potential patients who are seeking private healthcare options.
2. Limited Positioning
Health centers often have the reputation of only being for poor and uninsured. Yes, our mission is to serve the underserved, but in order to do so, we need to see everyone. The health center brand has to build the reputation that the health center serves everyone.
3. Service Confusion
Most people don't understand the comprehensive nature of FQHC services. If potential patients don't know what you offer, they can't choose you as their provider.
The Transformation Possible
After implementing Murray's strategies at my health center:
- Brand recognition increased from 31% to 94%
- We became a recognized provider of choice
- Insured patient volume grew significantly
- Community perception shifted positively
Your Next Step
These insights are just a sample of what we cover in our FQHC CEO Boot Camp. In our next session, Murray will return to share more detailed strategies for:
- Developing a compelling brand identity
- Positioning your center for growth
- Creating clear, effective messaging
- Building community trust
Join the waitlist for the CEO Boot Camp and be the first to know when doors open in early March.
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