The worlds of a hyper-growth cosmetics brand and a medical practice may seem entirely different. One sells beauty and self-expression, the other provides health and wellness. In addition, one relies on viral social media campaigns, while the other depends on trust and professionalism. Yet, the principles that make a brand successful in the beauty industry are the very same principles that can help a healthcare practice build deep and lasting branding and patient loyalty.
This isn’t about glamorizing healthcare. On the contrary, it’s about recognizing that patients have more choices than ever before. Therefore, the patient experience becomes a powerful differentiator. This includes everything from the first search on Google to the follow-up appointment. Ultimately, your brand drives that experience. Consequently, let’s explore what the phenomenal success of the Anastasia Beverly Hills (ABH) brand can teach us about building a brand that patients will be loyal to for life.
ABH Branding Strategy (Cosmetics) vs. Healthcare Application (Patient Loyalty)
| ABH Branding Strategy (Cosmetics) | Healthcare Application (Patient Loyalty) |
| Golden Ratio Design on the website for aesthetic harmony. | Professional Website Design and User Experience (UX) to build trust and convey competence. |
| Custom Palette Builder for a “made-to-order” product experience. | Intuitive Online Scheduling and Patient Portals for a convenient and personalized service. |
| Viral Social Media Campaigns and Influencer Marketing to reach new customers. | Educational Content on Social Media and Patient Testimonials to build a trusted community. |
| Branded Hashtags like #ABHBrows to create a sense of community. | Encouraging Patient Check-ins with a unique hashtag to generate social proof and connection. |
| Omnichannel Experience connecting the physical salon with the online store. | Seamless Patient Journey linking online forms, appointment reminders, and in-person visits. |
The Anatomy of a Powerful Brand: More Than a Logo
A strong brand’s core isn’t just a logo or a color palette, it’s a foundational principle that guides every interaction. For instance, ABH’s principle is the “Golden Ratio,” a mathematical concept of aesthetic harmony. Founder Anastasia Soare applied this idea to her patented eyebrow shaping technique, and it also inspired the company’s website design. Guidance’s creative team imbued the website with the “timeless pillars of aesthetic proportion,” consequently, creating a user experience that felt balanced and beautiful.
From Design to Trust: The Digital First Impression for Patient Loyalty
What can a medical practice learn from this brand? Your brand is a promise of harmony, care, and professionalism. First and foremost, a professional website’s design, content tone, and patient portal’s efficiency build trust. A healthcare branding expert would argue that these same principles of thoughtful design and a seamless user experience are crucial. As a result, when a patient lands on a professional website, it builds their confidence before they even step into your office. The site should be well-designed, fast, and easy to navigate. This sends a subconscious signal that you run a modern, trustworthy, and competent practice. In contrast, a clunky, outdated website can be a deterrent, suggesting a practice that hasn’t kept up. Your website, therefore, must be a robust platform. Just as ABH’s website scales to handle huge traffic during product launches, your site must handle appointment requests and patient inquiries with zero downtime.
Custom Features: Building Patient Convenience and Branding
A custom website design can also include features “made-to-order” for the patient. For example, for ABH, this was the “drag & drop” custom palette builder. For a healthcare provider, this could be an intuitive online appointment scheduler, a patient portal with a simple user interface, or a section where patients can easily fill out forms before their visit. These custom features demonstrate that you value their time and convenience, which is a key component of a positive patient experience. As Search Business Group notes, a well-designed healthcare website is essential for “turning traffic to revenue” by converting visitors into “qualified customers ready to give you a call or schedule a consultation.” Ultimately, this direct link between branding and patient loyalty is what separates a successful practice from one that struggles with patient retention.
From Hashtags to Healthcare: Building a Community for Patient Loyalty
The Anastasia Beverly Hills brand’s success is deeply intertwined with its mastery of social media and influencer marketing. The brand was one of the first beauty companies to embrace Instagram as a primary platform for growth. Indeed, a key tactic was using branded hashtags like #ABHBrows, which encouraged users to generate and share their own content. This strategy created a “bank of buzz-worthy user-generated content” that the brand could repurpose. Consequently, customers felt they were part of an exclusive “ABH community,” and this sense of belonging fueled brand loyalty.
This concept translates directly to the healthcare industry. While a doctor’s office may not go viral on TikTok, it can use social media to build a trusted community. Instead, share educational content, patient testimonials (with their permission, of course), and behind-the-scenes looks at your practice. Furthermore, you can encourage your patients to use a specific hashtag when they talk about their positive experience. This user-generated content serves as powerful social proof, building credibility and trust with potential new patients. After all, it’s an authentic way to demonstrate the care you provide and create a sense of community among your patient base.
The “Shop the Look” feature on the ABH website, which displayed curated images from their Instagram, can be reimagined for a medical practice. For example, you could have a “Patient Stories” or “Wellness Journeys” gallery on your website that showcases patient testimonials from social media. This not only validates your expertise but also makes potential patients feel more comfortable by seeing real people who have benefited from your services. Ultimately, it’s a way to connect your social media presence with your core business, creating a cohesive brand experience.
The Omnichannel Patient Journey and Its Link to Branding
For a brand like ABH, an omnichannel strategy is critical. They seamlessly integrated their online store with their physical Beverly Hills salon, even allowing customers to request in-salon appointments through the website. This created a unified experience whether the customer was buying online or visiting the salon.
This is a powerful lesson for healthcare. The patient journey is a complex, multi-channel experience. It begins with an online search, may involve a phone call, and culminates in an in-person visit. Therefore, a truly patient-centric practice understands that each of these touchpoints must be connected and frictionless. For instance, a patient should be able to book an appointment online, receive automated reminders via text or email, access pre-visit forms through a secure portal, and then have a smooth check-in process at the clinic. After the visit, they should easily view test results and communicate with their provider through the same portal.
This seamless experience builds patient loyalty. It shows that you respect their time and that your practice is organized and efficient. In addition, it minimizes the stress and hassle often associated with medical appointments. This creates a positive impression that reinforces their decision to choose you. An omnichannel approach is no longer a luxury, it’s a necessity for practices that want to stand out and retain patients in a competitive market. Ultimately, a seamless omnichannel experience is the key to strong branding and patient loyalty.
The Ultimate Goal: From Customer to Evangelist
The Anastasia Beverly Hills case study highlights how the brand’s strategies led to exponential growth. By investing in a user-friendly website, creating a sense of community, and delivering a seamless omnichannel experience, they turned customers into brand loyalists. Consequently, this is the ultimate goal for any business, including healthcare.
When a patient is truly loyal, they don’t just return for their next appointment, they become an advocate for your practice. They recommend you to friends and family, write positive reviews, and trust you implicitly with their health. A strong brand, built on a foundation of trust, clear communication, and an exceptional patient experience, cultivates this loyalty. It’s not just about providing quality medical care, but also about making the entire process as professional and stress-free as possible. This is where the insights from the Search Business Group blog post come in. Their focus on professional marketing services like website design, content marketing, and SEO are the foundational tools that make this possible. They are the infrastructure that supports the brand experience. Indeed, this demonstrates the powerful link between branding and patient loyalty, a connection every healthcare provider should prioritize.
Branding Elements and Impact on Patient Loyalty
| Branding Element | Impact on Patient Loyalty |
| Professional Website Design | Establishes credibility and trustworthiness before the patient even makes contact. |
| Intuitive User Experience (UX) | Reduces patient frustration and signals a modern, efficient practice. |
| Seamless Omnichannel Experience | Shows respect for the patient’s time and makes every interaction convenient. |
| Engaging Social Media Content | Builds a sense of community and provides social proof through testimonials. |
| Patient-Centered Content Strategy | Establishes the practice as a knowledgeable and caring authority in its field. |
Q&A
Fundamentals of Healthcare Branding
Healthcare branding is the process of shaping a patient’s perception of your practice. It encompasses your website, logo, social media presence, and the entire patient experience, all of which work together to build trust and loyalty.
A professional website is often the first point of contact for a potential patient. It establishes credibility and professionalism. A well-designed site with a great user experience builds confidence and encourages a patient to book a consultation.
Instead of using it for promotions, a practice can use social media to share educational content, patient success stories (with permission, of course), and a behind-the-scenes look at the office. This helps build a trusted community and provides social proof.
It’s a strategy that creates a seamless patient experience across all channels—online scheduling, phone calls, in-person visits, and patient portals. It ensures every interaction is connected and frictionless, which reduces patient frustration.
A strong brand fosters a positive experience at every touchpoint. This makes patients feel valued and cared for, which increases their trust and makes them more likely to return for future services and recommend the practice to others.
Applying Branding Principles to Your Practice
User-generated content is any material (photos, testimonials, reviews) created and shared by your patients. It’s important because it provides authentic social proof that builds credibility and trust more effectively than self-promotional content.
Yes, absolutely. Strong branding is not just for large hospitals. It’s especially crucial for a small practice to stand out in a competitive market and build a loyal patient base through personalized and trustworthy interactions.
A patient-centric brand prioritizes the patient’s convenience and experience. Key elements include easy-to-use technology, clear and empathetic communication, and a cohesive presence across all online and offline platforms.
The “Golden Ratio” is a metaphor for a well-thought-out design. You can apply this by ensuring your brand’s aesthetics are balanced, professional, and consistent across your website, printed materials, and office space to create a harmonious and trustworthy impression.
The first step is to assess your current online presence, particularly your website. Ensure it is professionally designed, mobile-friendly, and easy to navigate. A strong website is the foundation upon which all other branding efforts are built.
Your Practice’s Loyalty Prescription
The success of the Anastasia Beverly Hills brand is a powerful blueprint for healthcare. By focusing on a compelling brand story, a seamless digital experience, and a community-centric approach, your practice can move beyond a transactional relationship and build a loyal patient base. At Zevi Digital, we specialize in helping healthcare providers like you strengthen your brand and acquire more patients. Our services are tailored to create a positive digital presence that leads to long-term patient loyalty.
To learn more about how we can help your practice thrive, explore our core services and discover our approach to digital marketing. If you’d like to see examples of our successful projects, check out our work. You can also read more articles like this one on our blogs to stay ahead of the curve in healthcare marketing. For more insights on the connection between patient experience and loyalty, read this article on health care branding.