ABSTRACT
The first step toward developing an explicit brand building campaign is defining the value proposition of the practice. The value proposition is the unique combination of service, quality, and price that each practice offers its patients. Each organization must focus on no more than two of these elements. For example, a practice that offers the highest quality care and service will not probably be able to offer the lowest possible price. Each practice must analyze its position within its chosen marketplace and demographics to determine the best competitive approach. Once the value proposition has been determined, it needs to be communicated clearly to targeted patients.
