Refreshing Your Brand Message: A Guide to Better Communication

Let's talk about something that many health and wellness professionals overlook: the power of up-to-date brand messaging. Think of your brand message like a conversation with your patients or clients—it needs to stay fresh, relevant, and engaging to keep them interested.

Why Update Your Message?

Your brand voice does more than just communicate—it's the bridge between your practice and your audience. When done right, it drives engagement, builds trust, and helps convert prospects into loyal patients or clients.

Three Key Questions to Consider

1. Who's Your Current Audience?
   Take a moment to evaluate whether your target audience has evolved. Health and wellness markets change, and so do patient or client needs. The people you were targeting when you started might differ from who you should be reaching today.

   Example: If your practice originally focused on young families but has recently shifted toward serving seniors, your messaging needs to reflect that shift in focus.

2. What Are Your Current Objectives?
   Think about your practice's goals. Are you:

   • Attracting new patients?

   • Building patient loyalty?

   • Establishing your practice as a thought leader in the health and wellness field?
     Your message should clearly support these objectives.
     Example: If you're launching a new telehealth service, your messaging should emphasize convenience, ease of use, and accessibility for your target audience.

3. How Well Is Your Message Working?
   Time for some honest self-assessment. Look at your current messaging and ask:

   • Does it speak to your audience's actual health concerns or wellness goals?

   • Are patients or clients engaging with your content?

   • Does it address both their aspirations (better health, more energy) and pain points (stress, chronic conditions)?

Getting Real About Tone, Value, and Action Steps

Let's refresh your message without starting from scratch. Think of it like updating your practice's environment—keep what works, ditch what doesn't, and add some fresh touches to make everything shine.

Step 1: Nail Your Tone Game

Your brand's voice is like your practice's personality—it needs to match your audience. Are you the friendly family practitioner? The holistic wellness guide? The expert in chronic care? Your tone needs to resonate.

Example: If you're reaching out to millennials interested in holistic wellness, use a conversational, approachable tone. For older audiences, adopt a professional, empathetic tone that builds trust.

Quick Win: Review your top-performing emails or social posts. Notice what tone got the best engagement? Lean into that style across all your messaging.

Step 2: Make Your Value Crystal Clear

Patients or clients don't care about your services just because they exist—they care about what those services do for them.

Example: Instead of saying, "We offer nutrition counseling," say, "Feel more energized and confident with our personalized nutrition plans."

Ask yourself:

• Can someone grasp your message in five seconds?

• Does it resonate with your audience’s health and wellness priorities?

• Would it make you stop scrolling?

Step 3: Level Up Your Call-to-Action Game

Your calls-to-action (CTAs) should inspire action. Avoid bland CTAs like "Learn more." Instead, create CTAs that spark curiosity or urgency.

Example:

• Transform this: "Join our newsletter."

• Into this: "Discover how to reduce stress and boost energy—subscribe to our wellness tips today!"

How to Give Your Message a Fresh Coat of Paint

Ready to refresh your brand's voice? Here’s a simple two-day plan tailored for health and wellness professionals:

Day 1: Take Stock of What You've Got

Start with a messaging scavenger hunt! Review everything from your website copy to those tiny bits of text in your appointment reminders. Ask yourself:

• “Does this resonate with the patients or clients we want to attract?”

• “Are we consistent across all channels?”

• “Does this reflect our practice’s unique personality and values?”

Example: If your website says, “We care about your health,” but your social media focuses on promotions, it’s time to align your messaging.

Day 2: Get Real Feedback

Reach out to your team, patients, or even friends. Gather insights on how your message is received.

Example: Ask a few loyal patients what made them choose your practice and what messaging stood out to them.

The Final Push: Write, Test, Repeat

Now the fun begins! Craft new messages based on your insights, then test them.

• Try different versions of your email subject lines or website headlines.

• Monitor engagement metrics to see what resonates.

Example: Test headlines like “Take Control of Your Wellness Today” vs. “Your Journey to Better Health Starts Here” to see which gets more clicks.

Here’s Why Getting Your Message Right Is a Big Deal

Your brand messaging is like a handshake with your audience. If it feels off, potential patients or clients might look elsewhere. But when your message hits the mark, it tells people, "We understand you and can help you."

Don’t wait to update your messaging—it’s your ticket to standing out in a crowded health and wellness market. When done right, it’s what makes patients or clients choose you over the competition.

Take the Next Step

Ready to transform your brand message and attract the right patients or clients to your practice?

Schedule an appointment with Neurotic Dog Studios today and let us help you craft a brand that builds trust, drives engagement, and grows your health or wellness practice.

Click Here to Book Your Free Consultation

Let’s refresh your brand message and make it work harder for your practice!