Simplifying the Healthcare Brand Experience in 3 Steps

best practice

Brand marketing in healthcare is not just a catch phrase or a trend, it’s a reality that truly matters, and one that the professionals at Quaintise take incredibly seriously. Every company from every industry begins with the same basic ingredients: a product or service that the owner is passionate about (hopefully), a vision, and a desire to add something meaningful to your community. Every company form every industry faces the same challenge: getting the consumer, or patient, to buy into your passion and idea. That’s where Quaintise comes into play.
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Re-Imagining the Physician’s Front Office with Healthcare Marketing Trends

Much like a Facebook Cover Photo is your social media first impression, and your website is your web first impression, the front office of your practice is the physical first impression that you as a brand and a business will leave on a new patient. In any business, design elements are crucial to the overall consumer, or in this case, patient experience.
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Positive Vibes Going Viral for Physicians on Facebook

healthcare marketing on facebook

I’m sure you’ve seen them – those Facebook posts from happy customers explaining a recent amazing experience at a local restaurant or grocery store. I came across one today that was posted by a restaurant-goer on the Facebook Wall of a Chili’s. It was adorable, emotional and inspiring, and it garnered nearly 130,000 Likes, 30,000 Shares, and hundreds of Comments. Stories like this touch people, and do far more for your healthcare marketing campaign than any paid advertisement ever could.


So, how do you make this happen for your practice? Follow these easy steps:
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Content Marketing – 2013’s Buzz Phrase

Content marketing is HUGE right now. It’s been the “word du jour,” as calls it, for more than a few months. And in healthcare marketing, content is still king. With the ability to serve multiple purposes and show the client tangible progress, there really is no wonder why it is the “word du jour.” However, just because every marketing agency in Los Angeles says they are experts at content marketing does not mean they’re doing it right.


How To Market Content in the Healthcare Industry

In reality, content marketing is not a complicated strategy. If done effectively you can reach a greater audience, increase your brand awareness, drive more traffic to your product or services, and ultimately get more patients through your front door. That is the definitive goal, right?

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Marketing to Habits

In writing our previous piece of content regarding Apple’s recent court battle with Samsung, I ended the blog with this line; Apple has branded itself so incredibly well with regards to tablets that it is inherent in our minds to automatically look for iPads when talking about tablets, and it really got me thinking. I’m not one for conspiracy theories, however when you dive head first into behavioral marketing and branding, it’s easy to get sucked into the power behind brand marketing.
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Back to Basics: What is a Brand?

What is your brand? Is it just a logo, a tagline? Is it a storefront, a website? Perhaps your brand is an experience, an emotion that each ‘fan’ feels with each company interaction? We’ve spent a lot of time talking about digital marketing, holiday marketing, and social media marketing, but today I wanted to get back to the heart of everything we do here at Quaintise; branding.


Define Brand….

Speaking technically, and according to the American Marketing Association, a brand is a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”


I tell you what, that definition lacks quite a few important elements of a brand that can truly make or break your business success in today’s marketing. A brand is no longer just a ‘symbol or design,’ no longer just something to help consumers ‘identify the goods and services’ that you offer, or a way to ‘differentiate’ your business from another. No way, not anymore.


There are no more ‘customers’ or ‘consumers,’ there are ‘fans’ and ‘brand advocates.’ There are no more ‘taglines,’ there are story plots and promises.


Today, a brand is an entire story that is weaved into an experience that creates a lasting emotional connection with fans.


Sounds a bit complicated when you put it like that, right? The truth is, it can be extremely complicated, but at the same time it can be quite simple.


As Things Change, They Remain the Same

Many, many years ago there wasn’t as much attention paid to ‘branding’ a product and a business. If you went into a specific business for genuine reasons, you inherently created a flawless product that delivered on its unsaid promises, and your brand experience literally created itself.


In the beginning of Coca-Cola, way back in 1886, before the logo, before the music and marketing, there was just a soda and an experience. Even today, when a small start-up creates a favorable experience with fans, many times that start-up is bought out by a bigger corporation, the log and message might end up getting changed, but the experience remains the same. The corporation is buying the experience that has been successfully created by the start-up, and, of course, making money off of that successful brand.


While marketing and ‘branding’ has changed since 1886, the principles remain the same; create a superb product or offer excellent services, and remain consistent to that unparalleled service. Doing those two simple things can not only establish your brand, but establish your entire brand experience, which, in turn, will increase your brand advocates.

Why All Business Owners Should Function as Newpaper Editors

In a world where journalism ruled all forms of communication, where the newspaper was the only form of contact between the East and West, when an editor had the power to influence a city, state, even a nation with the power of the pen, ‘we the people’ staked entire lives on what was said in black and white. Back then, the newspaper was the only form of brand communication, and the editor-and-chief had more power than many city mayors.


Today, the power lies within every single business owner, small or large. Influence is no longer a result of media presence; today it’s a direct result of brand presence, and brand presence is created with content.

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How To Build a Strong Business Brand

The downfall of every business is the race to the top. Unprepared runners run out of energy, strength and determination before the race ends, failing at completing their goal or sluggishly crossing the finish line with nothing to show for it. Marketing your business is no different than running a marathon, you have to be prepared, know how you’re going to run, and be consistent the whole way through.


Delivering a consistent brand message starts with one thing; the preparation and foundation.


Brand Messaging Foundation
Before you launch your website, social profiles, flyers and everything else you need to dwell on your business. Your brand message is the promise that you make to your audience and customers. It’s the first impression, the initial meet-and-greet, the make-or-break moment. From the beginning of time, first impressions have meant everything, and now that first impressions are made in a variety of ways and on a variety of platforms, everything must send the same message.


  1. Determine Your Target Audience – Is your market young adults, children, retired men or women? Where do they live? What do they do in their spare time? What are their passions? Determining your target audience is crucial to building your brand message foundation.

  3. Understand Your Audience – Once you have determined the demographic and statistics of your audience, it’s time to understand what they think. Use social media tools to really listen to your target audience and gain an understanding of the brands they like, images that catch their attention, music they listen to, and books they read. All of this information can be categorically transformed into the foundation for your brand.

  5. Be At One With Your Brand – You know your audience inside and out, so it’s time to translate that into your company message. How will your brand speak to your audience? What will it promise them? How can it keep that promise through thick and thin? Your brand is literally entering into a marriage with its audience, making a promise that will stand through good times and bad. What can your company offer that will adhere to this promise?

  7.  Know Your Competition – What can your company promise that you’re competition cannot? As you research your audience and moods associated with different brands, get to know how they feel about your competition. Gain an understanding of what they love and hate about the competition.

  9. Be Flexible yet Strong – Sure, this tip seems incredibly contradictory, however when you consider the greatest brands of all time like McDonald’s and Coke their foundation has always remained strong and strict to their brand, yet the factions of that brand are able to speak to new generations with different voices.



The foundation is what every aspect of your business message will be based off of. It must be strong, unbreakable, true, and withstand the test of time. Some of the greatest brands of all time have been around forever, unchanging and unwavering.