Building
Name Recognition If they’ve heard
of you, they think you’re good by Susan Keane Baker
"If they've heard of you, they think you're
good" an old adage says.
Indeed, name recognition is a low-cost,
high-impact marketing strategy that can
help clinicians attract new opportunities.
Name recognition creates awareness of you
on an ongoing basis, much of it through
word of mouth commentary. Three strategies
can help you achieve name recognition:
enhancing your reputation
among patients
cultivating community
supporters
getting media exposure
Above all, word-of-mouth communication is
the most powerful tool you have for creating
name recogntion. Because people connect health
care professionals with caring actions, many
times a single act of kindness can result
in tremendous name recognition. It may be
consoling a patient whose spouse or parent
has passed away. Or it can mean walking a
distressed patient to his or her car after
breaking bad news.
Some tips for obtaining media exposure are:
Writing letters to the editor - readers and
editors love letter to the editor. A minimal
investment of your time can yield a high rate
of readership.
Penning articles - Articles need not be lengthy.
A newspaper op-ed peice, for example, is only
about 800 words. Articles increase your credibility
and are easy to disseminate to colleagues
and patients.
Becoming an industry expert - The media always
need informed and articulate experts on a
variety of topics. Stay abreast of the news
and look for ways to use your area of expertise
to bring perspective to hot topics.
Writing a book - Although time consuming,
a book is a wonderful long term investment.
Books have a long shelf life and are seen
as signs of professional competence and achievement.
Finally, be careful about what you say in
public. Frivolous or irreverant remarks can
live on for years in people's minds - and
not necessarily in a way that will benefit
you or your organization.
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