SUFFANY, N.Y. – Medforce Technologies has revealed a new brand identity—logo, tag line, product names and website. “Frankly, we’ve been so focused on investing in our technology, our brand and marketing had been neglected,” said Esther Apter, Medforce’s founder and CEO.
A. Building a brand can be overwhelming for small business owners when line items for marketing compete with payroll costs. With strategy and keen execution, businesses of all sizes can build a brand without breaking their budgets.
The following guest commentary expresses a few things that I have learned during my first six months in the HME industry. For some readers, what follows is surely well-known. Others may shake their heads in disagreement. But this commentary isn’t really for them.
A. As providers, most of you carry the same brands of equipment. Most of you have business models that include a mix of insurance and cash sales. Most of you have some combination of clinical, sales, operational, inventory and billing departments.