Unless you’ve spent the last decade or so living under a rock, you’ve most definitely heard the phrase “company culture” being bandied about. And while it’s become the center of attention in many discussions about how to build a successful company, I have to wonder if everyone who talks about company culture actually understands what it means and how to create and maintain an authentic one.
Think of the most notable companies in the world. Juggernauts like Coca-Cola, Nike, and Apple come to mind. While these companies each have their own specific products to sell, their brand strategy is much larger than a simple product. A brand defines what your company stands for and helps your customers to connect emotionally to the services you offer. In Physical Therapy, establishing this type of connection through effective branding and messaging is crucial to become an engrained member of your community.
Below, we cover the basics of clinic identity. These are foundational concepts that can have a huge impact on the effectiveness of your other marketing initiatives. Many of you reading this probably already have a logo, a tagline and messaging, but it’s a good idea to do a brand “audit” once and while. This exercise can help you decide where you can improve in the New Year. Below you will find a basic flow of a branding exercise. We have broken this process down into five steps that you can do today and see where you’re at with your brand.
1) Define Your Mission Statement and Your Company Values
It’s difficult to create a slogan or a brand name when you aren’t sure what your company represents. What are you currently saying to your customer base?
It’s likely that your current brand is saying something like ‘I provide excellent Physical Therapy services’. While that might be the case, it is certainly not going to create a sustainable brand. Sit down and write out ten things that you consider company values. For example, one of your values could be leadership. This could apply to being a leading in the PT world through education in research or being a leader in your community by offering your services at local sporting events. Once you have decided the values of your business, you can move on to the mission statement. An effective mission statement will embody your company values in a clear and concise statement. The mission statement should make it obvious what the focus of your business is, whether that is service, integrity, professionalism, and/or quality care.
Have you ever thought about the answer to this question:
“How will patients remember you?” As a private practice owner and as pillar of your community, there is nothing more important than a powerful, grand vision that excites and motivates others. Here are four guidelines that will help you create a vision that will not only set you apart, but also help you to define your goals.
There is no question that the move toward buying and installing a PT practice documentation system is a great move for your practice. The benefits in terms of efficiency, elimination of paperwork and increased revenue generation due to better management of billing practices are many.
During the holiday season, I know it’s not just me, but at this time (more than most) there never seems to be enough time in a day to get everything on your list done. The holidays are meant to be a time spent with family, but when running a PT clinic or any small business, it takes some juggling to find the balance. In a survey by Xobni , a company that develops tools to manage your email, 59 percent of employed American adults say they check work emails during traditional family holidays such as Christmas. More than half check email at least once a day and an overzealous 28 percent do so multiple times a day. Most believe that checking email during vacation time eases the workload upon returning to work after the holidays; others believe it’s a welcomed distraction from family drama. Either way, we have to keep the work in perspective. In the movie “Eat, Pray, Love”, Julia Roberts discovers the Italian words “dolce far niente” meaning “the sweetness of doing nothing.”
Especially during this festive season, try to make time for your family and for yourself – rejuvenate for the New Year. I know what you are thinking… easier said than done.
With a new baby girl on the way (due in April) and being a Type A planner, I have been researching the best ways to help maintain that balance that we all seek. As therapists, we know that our patients come with a wealth of information, opinions, and experience that they are all too willing to share sometimes. But, for the most part, the social interaction with many different types of people is part of what keeps me grounded and wanting to treat patients daily.
Here are the top 5 ways my patients have come up with to help maintain the “balance” in your life: