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Review: Improve your agencies brand identify.

Roy Vera, RT, MBA  VIS Medical
Nov 2006
Improve your agencies brand identify
By Roy Vera, MBA,RT.

Lets take a look at what exactly is branding within the medical staffing Industry. Branding is a
vital source of establishing a connection between your company and the target market.  The
image you portray is what will be implanted in the minds of the clients.  Within an industry that
falls short of loyalties, branding is what will allow you to stay in the forefront of the
competition.  How can a
medical staffing agency create this important branding aspect within
its core goal?


First: Improve the visual look of your company

Make sure that everything has continuity when it comes to the colors and logos within
your companies marketing material.  You don’t need to spend $20,000 to make this happen,
just make sure that everything that goes out of the office: Business cards, letter heads,
pamphlets, etc are the same in all aspects.

Second: The audible makes good music

It is imperative that your marketing message coincides with your greeting message.  
More specifically, if you are marketing a particular benefit that will attract your
customers, make sure that all your employees are aware of this and make it part of their
greeting.  Make sure that all messages include this benefit be it written, recorded or implied.

Third: Create a need for your target market to talk about you.

This is the ultimate branding effect.  Imagine your target market knows about you before
you even set foot in the door.  This type of branding is essential in
standing out form the
competition.  It is a very simple, yet  many medical staffing agencies don’t do it or are reluctant
to spend too much time on this.  Create a viable newsletter: Make sure that the newsletter is
information that can actually be used by the department you are sending it too.  Create a
desire to read the newsletter.

One of my clients wanted to start a
newsletter but was unaware what subject to focus on.  I
asked her who was her target focus going to be.  She wanted to focus on Directors and
Managers.  I advised her to create a newsletter that focuses on managing issue related to
staff retention.  It may seem to be out of place since her company’s survival depends on poor
management of staff in order for her company to staff these facilities.  Reluctantly she agreed
becoming a great source for managers and directors.  The end result was her business grew
because of her honesty and allowed her to build relationships based on trust and honesty.  
More facilities began to recommend her as a viable source of information and staff.

Branding is what allows you to overcome your competition and become a real player in the
medical staffing industry.
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