Published: April 1, 2019

What’s in a name?

Your practice has a name, of course, and a logo to go along with it. But what exactly is your practice’s brand? A well-designed logo might look appealing, but it’s the emotion evoked, such as trust, comfort, and personalism, that makes it stick in a person’s mind.

Why creating a strong brand is essential for the ENT practice

Administration Support Community for ENT (ASCENT)

Your practice has a name, of course, and a logo to go along with it. But what exactly is your practice’s brand? A well-designed logo might look appealing, but it’s the emotion evoked, such as trust, comfort, and personalism, that makes it stick in a person’s mind.

According to Forbes magazine, “your ‘brand’ is what your prospect thinks of when he or she hears your brand name.” A brand should be the full package of a company: images, colors, mission, goals, and how you plan to accomplish those. Every piece of the branding puzzle comes into play when showcasing your practice to the public. A practice’s brand starts with the visual of a logo and continues through to ease of making an appointment, interactions with staff, and level of care.

The former Association of Otolaryngology Administrators (AOA) recently embarked on a re-branding journey. Through the years, it became evident that the abbreviation “AOA” had gotten lost in the alphabet soup of related medical association names. How can the organization distinguish itself within otolaryngology and the healthcare industry as a whole? How can AOA expand its reach to educate those who don’t know about us while maintaining a strong 37-year history?

After a yearlong effort, the AOA is now ASCENT—the Administrator Support Community for ENT. Research and an external branding expert allowed ASCENT to realize that it had to steer away from the A- and O-heavy names to differentiate from so many others with similar acronyms. Transitioning from using the word “otolaryngology” to “ENT” opens the door to new possibilities, as it is a more commonly searched term. ASCENT is also respectful of its rich AOA roots, continuing with a strong A-focused logo and modernized green. For ASCENT, it is important to emphasize that we aren’t changing what we do; we’re simply adapting to stay current and keep up with the needs of our members.

Branding is important now, more than ever, to differentiate from your peers and to stay competitive in an ever-changing healthcare landscape. Below are a few tips to consider when improving your practice’s brand and solidifying your identity within ENT:

What emotions do you wish to evoke when someone is exposed to your brand? Things to take into consideration are color, word choice, and tone. If you work in a pediatric setting, use family-friendly words and fun colors. Those who work with a geriatric population might want to opt for soothing colors and a caring tone.

Create a name and image that reflect your practice’s values while also educating the public about what you do. Do you provide ancillaries? If so, are these reflected in your name or logo mark? Strong visual elements will help create an emotional tie to your practice, and this will help with future recognition.

Does your practice name have the phrase “ENT” or “otolaryngology” in it? The public might not be educated enough on the formal “otolaryngology” to understand that it is the practice of ear, nose, and throat when attempting to find a physician. Do research about what search terms your patients are using to find the services you offer. Knowing your audience will help shape the direction of your brand, making you more easily searchable in an age where people turn to the internet for guidance.

Strong mission and vision statements tie into your overall branding strategy. Your mission statement should define your practice’s WHO, HOW, and WHY you exist. These are your practice’s goals and objectives. A mission statement should complement the vision, outlining WHERE you want to be in the future—a pathway, of sorts, for where you want your practice to grow.

While a lot of healthcare marketing is digital-focused, don’t stop there! Ensure every piece of collateral in your office is branded with your name, logo, and color scheme. From reminder postcards and waiting room signage to paper forms and informational brochures—even logoed scrubs and professional wear—emblazon everything for continued recognition. Include your vision statement or a tagline on items where possible to reinforce your purpose and goals.

ASCENT, formerly AOA, is a support community and resource network for ENT practice management leaders. The community consists of invaluable resources, education, and people to enhance the quality and sustainability of the ENT practice. Representing more than 1,000 professionals across the country, ASCENT enables ENT leaders to advance their practices in the business of medicine. Learn more about our new look at www.askASCENT.org/OurStory.

More from April 2019 – Vol. 38, No. 3
L-Frederick_Lassen_Audit-Committee
Candidate Statements – Audit Committee
What is your particular experience or interest that would make you an affective member of the Audit Committee of the Academy?
CW_David_Chang_Nominating_Academic
Candidate Statements – Nominating Committee: Academic
How will you select candidates for Academy leadership that best represent our diverse membership? What experience do you have that will aid in selecting leaders that will advance the mission of the Academy?
Soha_Ghossaini_Nominating_Private
Candidate Statements – Nominating Committee: Private Practice
How will you select candidates for Academy leadership that best represent our diverse membership? What experience do you have that will aid in selecting leaders that will advance the mission of the Academy?
LaKeisha_Henry_At-Large_Private
Candidate Statements – Director-At-Large: Private Practice
What do you see as the essential task of the Directors and in what ways are you well suited to the role? What do you think is the most important item in the Academy’s strategic plan?
Robert_Sataloff_At-Large_Academic
Candidate Statements – Director-At-Large: Academic Practice
What do you see as the essential task of the Directors and in what ways are you well suited to the role? What do you think is the most important item in the Academy’s strategic plan?
Carol_Bradford_President-Elect
Candidate Statements – President-Elect
What are the strengths of the Academy that will lead us forward in our specialty and how will you capitalize on those strengths? What do you think is the most important item in the Academy’s strategic plan?
vote
Previewing the proposed bylaw changes
There are several important bylaws amendments that will be on the ballot as part of the upcoming election opening May 6. Take time to review these proposed changes before casting your vote.
foundation
‘Meet Our Academy Member Donors’ Online brochure
The AAO-HNS Foundation sincerely thanks all our donors for generously giving back to their specialty in support of today’s programs and in ensuring the future of the specialty for the next generation.
WIOPhoto
Women in Otolaryngology Day
This year, on March 3, many in the otolaryngology community celebrated the Women in Otolaryngology (WIO) section and its members. This day, which we hope will occur every year on the Sunday after the Otolaryngology Training Examination/In-Service exam, bolstered an already growing community within our specialty. Around the country, local WIO groups met for social, educational, and supportive events.
Sidney-Starkman-1
Humanitarian Service: Facial reconstructive surgery in Belize
“Life is about people.” Those are the words that my grandfather used to tell me, and I’ve evaluated my own life based on my interactions with other people. I went into facial plastic and reconstructive surgery so that I would be able to make a personal difference in many people’s lives, whether it was repairing congenital anomalies, facial trauma, skin cancers, or aesthetic concerns.
fig_02
Physician safety is patient safety: Good surgical ergonomics to optimize patient care
Physicians selflessly provide care to their patients over the course of a 30 to 40-year career. Ideally, we stay healthy and rarely get sick or suffer a serious injury.  However, we are not immune from physical infirmity and—like a professional athlete—simply often choose to “play through the pain.”
1464
What you need to know about MIPS Year Three (Y3)
The Centers for Medicare & Medicaid Services (CMS) implemented extensive updates for Y3 of the Merit-based Incentive Payment System (MIPS). Key programmatic changes for 2019 address eligible clinicians, technology requirements, performance categories, scoring methodology, measures, and objectives, as well as thresholds and bonus points.
world
Your Academy around the world
Since its inception, the AAO-HNSF has cultivated ties to national otolaryngology societies and similar organizations around the world. AAO-HNSF assigns great importance to these relationships, which collectively advance the otolaryngology specialty in ways no one society can achieve alone.
ASCENT
Just what the doctor ordered
The Administrator Support Community for ENT (ASCENT) is the only association dedicated to supporting the leaders in the unique specialty of otolaryngology practice management. Formerly known as the Association of Otolaryngology Administrators (AOA), ASCENT has a long history of providing resources, networking, and education to administrators, managers, supervisors, and coders in otolaryngology practices that helps the practice, physicians, and ultimately the patient.
2019_MemberEngagementSpread_passport
Engagement Opportunities Series: Become an Advocate for the Specialty
In today’s regulatory and legislative climate, it’s vital for U.S. otolaryngologists to use their clinical expertise to advocate on behalf of the specialty. The AAO-HNS provides numerous opportunities for members to influence federal and state healthcare policies, communicate with elected officials, and advocate for patients.
ENTAdvocacy-Logo
One click to advocate
Effective grassroots advocacy starts with you! AAO-HNS members can reinforce the Academy’s legislative efforts on Capitol Hill by calling, emailing, and tweeting their members of Congress. This additional layer of constituent-based outreach amplifies the specialty’s position when Congress debates major healthcare issues.
0667a
Advocacy in action: An overview of federal and state legislative priorities
The American Academy of Otolaryngology–Head and Neck Surgery (AAO-HNS) is committed to the enactment of legislation that will strengthen the delivery of, and access to, quality healthcare. In 2019, the AAO-HNS anticipates action on the following issues at the federal and state levels:
AM19_Logo_Mask-Wide
UK simulation-based otolaryngology-head and neck surgery “Boot Camp”
Medical training has shifted over recent years to a focus on developing trainee competence and proficiency according to predetermined approved standards. A challenge has been to deliver this training paradigm within a time-restricted program, which has had a significant impact, especially on surgical specialities where developing expertise relies heavily on appropriate clinical exposure.
James C. Denneny III, MD AAO-HNS/F EVP/CEO
Otolaryngologists can affect change by working together
Advocacy in the medical association world is a broad term that encompasses a wide range of activities across many fronts with the end goal of defining and delivering the best healthcare outcomes for our patients. Typically, areas that receive the highest attention and resources include federal and state legislation, regulatory agencies, and private payer issues.
Albert L. Merati, MD AAO-HNS/F Past President
Your vote, your future
This month’s edition of the Bulletin features statements from our candidates for AAO-HNS/F leadership positions. Please read and consider them as we approach our annual election, which opens in May. I would like to thank our AAO-HNS Nominating Committee for presenting all of us a superb slate of candidates.