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Imagine walking down the cereal isle of your local supermarket and box after box, row after row, was filled with a white box with the word "Cereal" printed in black ink. Which cereal would you purchase? If they all look the same, you would assume they are each filled with the same cereal.
You would be wrong, in most cases, but there would be no way for you ascertain the difference from the packaging or the "brand." Now add pricing to the equation.
If the price under one of the boxes was $2.99 and a few boxes down the price was $4.99.... would that impact your purchase decisions?
Branding is why some people have no problem paying $150 for an Armani tee-shirt, but will scoff at paying $5.00 for a tee-shirt at Wal-Mart.
Your branding and fee schedule communicates the perception of care one can expect from your office. Your branding and fees should be carefully developed to ensure that your standards of excellence are not compromised.
Drive around and look at your competitive colleagues signage.... how many have "Chiropractor" or "Chiropractic" as the dominate sign on the building? Take pictures of each office and then return to your office and put the pictures side by side.... does it begin to look like a row of generic cereal boxes. Now, place a picture of your office next to your competitive colleagues.... are yo unique?
Branding is simply a name and logo that represents your brand of chiropractic. When you develop a unique name and unique logo, you become differentiated from your competitive colleagues. Now Prospex in your marketplace can discern a difference from your brand of chiropractic and the other options.
Your fee schedule is part of your branding. Are you higher, lower or about the same as your competitors? It makes a difference in how your care is perceived. People who seek the best care understand they can't get it free or cheaply.
People who see a chiropractic adjustment like a row of generic cereals, don't expect to pay much.
Not all spines are created equal. You must decide whom you want to serve and then build your branding to attract as many of those spines as you can with your branded marketing.
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