I received a news item the other day about Miller High Life beer. Now you might ask, what would a news item about beer have to do with an O&P firm? Well, the announcement read that MillerCoors LLC, the company that now owns Miller beer products, unveiled new primary and secondary packaging for bottles and cans of its Miller High Life and Miller High Life Light brands.
Imagine a brand that has been in the marketplace for more than 100 years is being re-packaged with a streamlined look, while, as the company says, maintaining the traditional elements that have represented the brand over the years.
Why would the company invest in such a major change after being successful for so long? Why do companies refresh their “packaging” every several years? Is it something that you should consider doing to the “look” and image of your firm?
Obviously, one of the biggest advantages of a new look is creating attention for your business. Secondly, art elements, and even type fonts and graphics change over the years in terms of what’s in and what’s out. Staying current with your look can imply that you also are staying current with your technology, your products, your management, and your overall approach to the outside world and your patients.
So how does one start the process? It’s fairly simple. Just look around. Is your logo tired-looking and in need of a facelift? What about your website? Do you have outdated news or products on it? Is it graphically pleasing? Are your company colors and signage in style? Are your support materials (business cards, letterhead, brochures, etc.) professionally designed or were they done by an amateur for expediency’s sake or budgetary reasons? If so, then it’s time to budget for a professional upgrade. Making a change can be costly, but the changes can provide a marketing boost.
“Packaging” that is out-of-date can cost your company business. Especially in the healthcare industry, the image must be clean and professional. Patients and referral sources want to work with companies that care about their appearance. If you have been in business for 50 or 100 years, you can maintain tradition but with a modern look.
We have a client who recently came to us for a website redesign. Five or six years ago their site was new and cutting-edge. It included current information about events, awards, photos of the principles of the company and recent projects. Today their site—never updated—still posts a home-improvement show from 2004, where the owner had brown hair; now he is graying! And cars in the photos are five-plus years old. He told me he had to get serious about redoing the site as a prospect called for an appointment but almost didn’t because, after viewing the website, he thought they might be out of business!
So consider refreshing your company’s “packaging.” The changes can excite employees, your patients, and others who come to your facilities. The real payoff is the new attention that you can create, plus the appearance that you are a successful business that is staying in touch with the world around you.
And remember, make your day matter!