dental branding basics

What comes to mind when you think of branding? Much of what people consider branding is tangible: logos, colors, and designs. However, the bulk of your brand is much more than that. Your brand is what you want to convey to those seeking services from your company. Branding should be what sets you apart and what keeps patients coming back.

Patient Loyalty

Dentist behaviors and personal skills are among the top things patients look for. Many patients suffer from dental anxiety or fears of the dentist; when a dentist is able to put these fears at ease, it goes a long way in patient retention. Patients notice the time and attention put into care. How a dentist interacts with patients and makes their patients feel keeps them coming back.

Who you are drives patients to you. Dentist frequently owns their practices. Therefore their personalities shine through in all aspects of their business. When branding your business, consider what your personality conveys to patients and potential employees. A successful dental practice leadership combines skilled practitioners, charismatic leaders, and proficient relationship builders.

One-on-one patient interactions should result in patient retention. Every interaction between you and your staff with patients is an opportunity to showcase who you are. Patients should feel you care about their well-being and genuinely want the best for them.

Because returning patients for regular maintenance is highly crucial to dentist office success, patient loyalty is vital. How do you keep patients coming back?  Present a great office culture, welcoming dentist personality, convenient care, and competitive prices. Your practice personality is what patients will remember once they leave your office.

You are the core of branding; who you are and how you treat people are vital to retaining patients. However, it is also about the people surrounding you. Your employees will interact with patients, influencing their feelings about your business. Going beyond branding basics, you must form an authentic bond with your team and community.

Branding Basics

Ready to take the next steps in branding?  First, you should determine your goal: Who are you? What do you want? Who is your target audience or ideal patient? At Venture Practices, we do this through StoryBrand and creating an “ideal patient.” While we strongly recommend one ideal patient, ensure you limit it to a maximum of two.

Your detailed targeted brand will be through creating ads, designing mailers, and even social media posts. When you know whom you are marketing to, you are able to create a relatable brand for your targeted audience. Here you will also create a vision for yourself and your practice. Your vision includes your goals for your practice, what you’re offering your patients, and how you want to convey yourselves to them. A clear vision defines your passion and helps you get out of bed every morning with purpose and intention.

Looking for More Ways to  Reach Your Ideal Client: Five Reasons Why Direct Mail Than SEO for Dentists.

Team Brand

The Team Brand is about the team that will deliver on the expectation of the consumer brand. How does the practice look, act, and feel? We are talking about culture and relatability; people want to see themselves and their community in you and your brand. Consistency is essential, so you’ll need someone to ensure your brand messaging always reflects your vision and speaks to your ideal patients.

Leadership Brand

The final piece is the Leadership Brand, the practice’s vision that motivates the business owner (or leader.)  That vision helps set the culture the team will use. During this process, we will help you discover not only what motivates you and your team but also what will motivate the people in your community. Businesses that brand themselves VS marketing themselves end up with high retention/referral businesses that don’t rely on substantial marketing budgets.

Aligning all three of these turns a transactional practice with high employee turnover and high patient attrition rates into a relationship based practice that retains elite staff and ideal patients. This type of practice grows organically, has predictability, and doesn’t have to compete with DSOs or large group practices that only concentrate on creating efficiency.
About the Author Ben Shaver

For over a decade, I've guided growing dental practices and groups on how to use leadership and communication to build referable teams and memorable brands.

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