Why Your Health Center’s Brand Is Costing You Patients (And How to Fix It)
When Jill’s health center rebranded in 2015, brand recognition surged from 23% to 94% in just two years. They gained 1,000+ new patients annually and finally recruited providers after years of trying.
In this episode, Murray Steinman, CEO of Flying Horse Communication, explains why confused brands lose patients, how to repair reputations, and the signals that your brand is holding your mission back. If patient numbers are flat or your community doesn’t understand who you serve—this episode is your wake-up call.
In This Episode
- Why healthcare branding is more competitive than you think
- The “confusion problem” that pushes patients away
- The 4-step branding sequence that works
- How humor builds trust and likability
- Overcoming board and staff resistance
- How a strong brand improves recruitment
- Whether you can repair a damaged reputation
- Warning signs it’s time to rebrand
Guest: Murray Steinman
Founder & CEO of Flying Horse Communication, helping FQHCs like Riverstone Health, Purview Health, and Allian build the bridge from their current situation to their preferred future.
Key Takeaways
- Confusion = “no.”
- You already have a brand—just not always the one you want.
- Identity is destiny.
- Resistance to change is fear of leaving safe harbor.
- Strong brands attract; weak brands repel.
Resources
- Free Brand Checklist: jillsteeley.com/brand-checklist
- Flying Horse Communication: flyinghorseagency.com
- Sponsor — RetroClaim: jillsteeley.com/partners
Takeaways:
- In today's competitive healthcare landscape, branding is essential for attracting new patients and retaining existing ones.
- The rebranding process requires a deep understanding of organizational goals and the community's perception of the health center.
- Effective branding goes beyond aesthetics; it encompasses the total experience of how patients feel about the services received.
- Community health centers must convey a clear message about their services to dispel misconceptions and attract diverse populations.
- Investing in brand development is crucial for federally qualified health centers to differentiate themselves in a crowded market.
- Building relationships with media can significantly enhance a health center's visibility and community trust.
