How Branding Plays a Role in Medical Business Opportunities

How Branding Plays a Role in Medical Business Opportunities

By: Christine Dura

You might think medical business opportunities need only to provide great care, and patients will come rolling in. But the branding of your business is what will get patients to be intrigued by your business in the first place.

Branding is the personality of your business. It is a communication of characteristics, values, and attributes that clarify what this particular brand is and is not. Branding is the power of the McDonalds arches, the Nike swoosh, and Coca Cola font.

A brand is how your patients think of you. How are you standing out from the competition? What do you offer that others don’t? Your branding can show patients what sets you apart, and let them know that you are the urgent care center they should visit. Your branding could be a “luxury urgent care center” or a “family-friendly urgent care center.”

Each aspect of your business marketing plan, including your logo, ads, brochures, website, printed pieces, promotional items, should communicate the same brand. Consistent brand messaging will help potential customers know what to expect from your business.

When you have an inconsistent brand, customers will get confused. They will be unsure what your business’s purpose is – is it for children, is it casual, is it professional?

Think about what your patients are looking for in an urgent care center. Great care, professionalism, efficient service, a friendly atmosphere. Does your brand communicate those things? If not, what can you do to change that? Take a look at the branding of your competition and understand what they’re doing that works.

When you take advantage of medical business opportunities, all of your marketing materials need to fit the established brand.  Make sure you understand what is being communicated, and determine how you can make your marketing materials all fit the same message.

Changing your branding is a big endeavor, so make sure everything is correct the first time around. Otherwise, you will confuse your patients and potentially lose their trust.
Branding is necessary to presenting medical business opportunities to customers and helping them understand what you offer.

OrthoNOW is the first and only Orthopedic franchise. Contact Christine Dura at for more information about franchise opportunities.

Christine has over 25 years of quantifiable executive management and franchise related leadership experience within the US and internationally with notable franchise startups in the service, technology, retail, food, health and wellness, financial service, medical care, technology and professional services.   As a Senior Franchise Executive and Entrepreneur, Ms. Dura has been both an individual contributor and has successfully led world-class teams.

Ms. Dura excels at partnering with all core business operations to significantly increase the company’s foot print, expand market share, and generate sustainable revenue and EBIT gains.  Her proven successes, combined with her Master Degree in Training and Development, have shaped Ms. Dura’s uncanny ability to identify opportunities, build mutually rewarding partnerships and produce remarkable results. 

In addition, as a four-time Master and Unit Franchise Owner, Ms. Dura is in a very unique position to leverage her experiences and reputation at all levels in franchising along with her vast personal and professional investor network to drive immediate and long term results.   As OrthoNOW’s Chief Development Officer her role is to identify critical gaps in franchise growth and implement strategies to drive results. Her unique background allows her to leverage past experiences and solid reputation to spearhead OrthoNOW’s national expansion plans.