A brand is a company that has a distinct identity in the eyes of consumers – note, that says consumers, not peers. Many health practices and practitioners are well known amongst their peer group yet have failed to penetrate the consumer market. In this session we will cover the important topics of segmentation, targeting and positioning so you know exactly why creating a brand is essential for the longevity of your business. 

Branding at its heart harnesses the 4P’s of marketing – price, place, promotion and product. In this session we break each of these down and apply them to allied health practices. You’ll be shocked to learn that our product is, in fact, not acupuncture or osteopathy, but rather what we’re selling to the community – health. Understanding pricing, product, promotion and place are the foundational elements of your brand and something that I see is often misunderstood or overlook amongst the allied health community. 

In this workshop led by Michelle Smith and Cortney Thomson, founder of The White Label Group, you will have the chance to create your own brand strategy, establish fundamental foundations for your brand, and create the blueprint for your brand that you can implement immediately. You will have the opportunity to workshop your own brand strategy with two leading marketing minds and confidently exit this workshop with a ready to implement brand strategy. This workshop is practical in nature so come prepared to create your very own strategy. 

If you want a business that continues to generate revenue when you’re not there (think maternity leave, holidays, sickness) then your personal brand lives separately to your business brand. Learn the difference between your personal brand and business brand to create a business that is not self-reliant. You will learn how to harness your personal brand and welcome the limitless potential that comes with separating the two. Again, your personal brand needs more than just instagram to be successful, and in this session you will learn how you can create a strong personal brand even if marketing yourself is not your strongest skill. 

Your brand strategy lives in absolutely every asset that you own. Your brand is expressed in emails to clients, your online booking system, fliers, social media posts, posters in clinic, website, and so much more. Learn how to protect your brand across all mediums, and how to leverage all of the assets of your business, including your personnel and company culture. In this session you will realise all of the missed opportunities that exist in your business and how to capitalise on these opportunities without sending a cent on marketing spend.  

Social media is a fantastic tool, but it’s not a strategy. This session will teach you how to use social media to support your brand strategy, including an overview of Meta Ads, how to create social media assets that don’t look like they were made by Canva’s AI tool. Learn how to move beyond gratifying metrics like follower count, and create conversion in your social media that results in new patient bookings.