Don’t get me wrong: your systems and processes are important. So is your logo, enterprise name, tagline—even the typography, colors, and design aesthetic are critically important (we’ll talk about these vital elements of your platform in a few minutes). But all that stuff means nothing if you somehow skimp on the brand fundamentals.
A winning, sustainable brand is founded on this essential shortlist. Your success is dependent upon:
How you make others feel.
The genuine emotional connection you create with clients/customers/prospects… (ideally based on empathetic problem/solution approach).
Your authentic voice: consistently communicating, in tone and timbre, within and outside of the enterprise.
What others say about you when you aren’t in the room. (Jeff Bezos, Amazon.)
Doing the ‘hard things’ well.
Consistently over-delivering.
Gaining trust via meaningful engagement, long before asking for the sale.
Storytelling: Why you do the things you do. The story behind why your company (product and/or service) exists, how it serves others, and why folks should care.
[Questions you must honestly answer regarding your personal integrative health brand can be found here.]
If you don’t carefully consider the aforementioned imperatives of your brand before naming it, making hires, securing space (virtual or physical), or developing the necessary aesthetic and digital platform, and related accoutrements, then you are building on shallow ground.
People will quickly see this.
If yours is an existing enterprise or organization, it is never too late for a course-correction… until it is. So read on.
What are you trading on? How are you different?
If you want people to pay attention and patronize your business, then get known for doing one thing exceptionally well. Better than anyone else. Become the bona fide expert, the go-to guru for that one thing.
Go deep into this one thing; get real traction, then go wide(r) by emphasizing your next program, product, course or service, with the same focus, energy, and passion you invested in your first ‘one thing’.
Without clear differentiation in a crowded market, your brand is just a commodity. Commodities are sold on price. The very minute you sell on price, you’re in a race to the bottom—and that never ends well.
I have nothing against leveraging technology to streamline processes and create efficiency and scale. These are good things. I use them for FON and my personal brand.
However, the integrative space is getting crowded as more practitioners, clinics, dietary supplement manufacturers, specialty EMR companies, and others enter the fray and jockey for position to reach growing consumer demand for products, programs, and clinical services.
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It’s gotten noisier for integrative health business professionals, with myriad ‘set it and forget it’ programs and courses that proclaim to cover every important aspect of building or growing an integrative/functional enterprise (or personal brand) over just a few months.
These business-building teachings, along with hand-holding and, mostly meaningful, cajoling, do not last in perpetuity. The biggest problem I see for the delivery method of ‘one-to-many’ (as opposed to one-on-one) course and program builders is the lack of true brand positioning discussions, and development activities, provided to these mostly fledgling businesses.
Owning a niche is important and smart. It is imperative to have the correct technology, tools, and processes in place. However, it’s the lack of foundational brand, and brand-building elements to support an enterprise, that stokes my fear of the commoditization of integrative/functional enterprises.
Your platform needs to support your unique and compelling brand, comprising a multitude of essential digital and non-digital parts and accoutrements.
If your personal brand or enterprise embodies (or aspires to embody) much of the aforementioned essential brand attributes, but fails to invest in a comprehensive, high quality, modern brand platform, it will fail to take flight.
Regardless of whether your organization is nonprofit or for-profit—a small practice, hospital, health system, nutraceutical company, or specialty EMR company—you must consistently invest in the necessary work that effectively aligns your brand attributes with your overarching business development goals.
The following is not meant to be an all-encompassing list; your unique needs and goals must be taken into consideration. However, these are the essential platform elements:
You are ideally selling through customer (or patient) engagement, problem-solving, and being unfailingly helpful. You are in the integrative healthcare space—a relatively novel space that is more in demand than ever. You are also influencing people to change their behavior, invest in products and/or services that provide sensible solutions to their health concerns, and to support their overall wellness.
So how can you possibly skimp on the creation of your platform when your business is connected to the most important and serious aspect of most people’s lives: their health? Don’t expect prospective customers to patronize your business, and purchase your products and services, based on your previous successes, personal bona fides, or your resume or CV.
This carpenter’s adage is spot on. It’s paramount for each platform, therefore its development, to be a perfect fit.
The all-too-common mistake made by integrative health entrepreneurs is in choosing the cookie-cutter approach to platform development. I see it all the time and, because one size does not fit all, the entrepreneur ends up with a combination of: a hodge-podge of interconnected elements that are ‘off-brand’ (not achieving a consistent aesthetic or tone); a project worked on by several vendors in silos, over an extended period of time; poor or uneven execution. This ‘mix’ is primed to miss important pieces.
Like your (ideally) well-differentiated brand itself, there is no one-size-fits-all approach to developing an effective platform. Are there best practices? Absolutely. But, in order to achieve meaningful traction and get impact, your core platform elements must be customized to your unique brand voice and mission.
Do it right, at the start—at launch or as part of your redevelopment strategy—or go home.
Many business leaders do not fully know what should comprise their platform; or they have a decent idea, but implement only select pieces, and often on-the-cheap—with some notion in mind that they will circle back to revisit the ‘voids’ once they are generating enough cash-flow. They piece things together and perpetually fix, redesign, rewrite, redo. Is this you?
If you do not budget and invest in the core aspects of your brand and platform, in unison, and upfront, you are ultimately impeding your cash-flow and disadvantaging your enterprise right out of the gate.
Though you will actually pay for third-party vendors (or in-house human resources) within, say, three months of launching a project, you must think about your investment over a five-year period. Spread out or amortize the total investment by dividing it by five. That’s a much more comfortable number to deal with.
Approaching your brand and platform at a high level will provide dividends for years to come. Though technology evolves, and your site and platform elements will need to be updated and augmented, your established identity, website, and other foundational aspects of your platform will serve you well for years to come.
FON is a leading integrative health and medicine business development and strategy consulting firm. FON specializes in custom solutions for growing patient volume, developing programs, and increasing product sales. Our practical business models are driven by innovative marketing, clear messaging, and customer engagement via branded storytelling.
Contact us today to schedule a complimentary 30-minute consultation to discuss your business development or personal brand needs.
All information contained on this website is intended for informational and educational purposes only, and is not intended nor suited to be a replacement or substitute for professional medical treatment or for professional medical advice relative to a specific medical question or condition.
The Rise of Integrative Health & Medicine
By Glenn Sabin and Taylor Walsh
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