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11/19/2017 |
Insights |
The Absolute Beginner's Guide To Branding Your Dental Practice |
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The Absolute Beginner's Guide To Branding Your Dental Practice by Angus Pryor Branding is something we hear a lot about these days in the business world. So, what exactly is branding? And why should you, as a dentist, be concerned about branding? This article will give you an overview on branding and how you can build a positive brand for your dental practice. What is branding? According to the American Marketing Association, "a brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers."1 In my mind, the most important part of the definition is the word "distinct." If your brand is not distinct, then you probably don’t have much of a brand. In many ways, branding is what goes on between the ears of your clients when they think of you. That is, when they think of you, what do they think about? What’s the aura, feeling, or vibe they associate with your practice? As a non-dental example, take Nike. What does that name conjure up for you? Perhaps you think of sports, shoes, clothing. But maybe it’s more about success, given the megabucks they pay to successful athletes to endorse their products? The reason branding is worth considering is because it creates better patient attraction and patient retention and even allows you to charge more. Don’t believe me? Consider the following. Have you ever wondered why we pay such different prices for two products that are essentially the same? For example, why would you pay almost double for a bottle of Coke when you can get a generic-branded (almost identical) product from the supermarket? I mean, both are dark, fizzy, beverages packed with sugar or similar sweetners. Yet, in the minds of consumers, these products can seem miles apart. Companies spend years building their brands to distinguish themselves from their competitors. That branding creates a distinct feeling associated with the product that causes the different buying behavior. Everything is branding For your dental practice, you may be surprised to realize that building a brand is not just about having a nice logo or beautiful signage. That is just the tip of the iceberg. Branding is a lot more than that. The reality is: Everything your practice does is branding. You might be putting on big promotions or creating beautiful flyers, but an unfriendly receptionist or unprofessional phone etiquette can completely destroy your brand. Why? Let’s put yourself in the mind of your patients. Imagine they want to have their teeth checked, but don’t know which practice to go to. They looked up dentists online and found a clinic with a nice, informative website and pictures of friendly-looking staff. It’s not too far from their home, so they call up to make an inquiry. However, the person answering the phone sounds like she is totally disengaged and uninterested in helping them. Will they trust this practice with their money and their teeth to make an appointment? Probably not. Similarly, what is the patient experience like, once they come in? What does the practice look like, how does it smell, how friendly is the staff, and how well dressed are they? All of these factors add up to make your brand. Read full article on Dentistry iQ.
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