Everyone needs their teeth cleaned, but that doesn’t mean competition isn’t tough in the dental field. As of 2018, there are nearly 199,500 dentists working in the industry, according to the American Dental Association. Plenty of competition means you need a strong dental brand.
Nearly half of marketing and branding professionals (43 percent) cite growing brand awareness as a top priority in 2020, according to Bynder. Here’s a look at dental marketing ideas that promote brand awareness.
7 ways to differentiate your practice through branding
1. Know your audience
Different patients want different things from a dentist, so really think about the people you want to make up your patient base. Knowing exactly who you’re trying to reach will allow you to create a brand that speaks to them.
Conduct market research to learn how you can best reach this group. This will help you create the kind of dental brand your demographic can relate to.
2. Create a niche
Choosing a dentist can be overwhelming, so attract more dental patients by carving out a niche. For example, you might focus on sedation dentistry to help people nervous about going to the dentist relax during procedures.
After zeroing in on your niche, create a dental marketing plan that centers on it. Positioning your practice in a unique manner will allow you to create a brand that stands out.
3. Design a logo that represents your brand
A logo is an important part of dentistry marketing because it allows patients to easily identify your brand. For it to be effective, it must be immediately recognizable and invoke feelings of trust.
Start the planning process by researching other dentists’ logos in your market, as you don’t want to inadvertently create something similar. The final product will be synonymous with your practice, so make sure it’s something you want working for you.
The Practice Growth Podcast: Developing a practice brand
4. Find your voice
Step your dental marketing up by defining your brand voice. Creating a personality for your practice is a smart branding move because it highlights who you are and what you stand for. A consistent tone helps patients relate to your practice, making it more memorable.
Branding a dental practice like an individual might sound a bit inane, but personality creates connections. When patients feel like your brand is speaking to them, they listen.
Check out: Ideas to humanize your practice online
5. Be consistent
As noted above, consistency is key in all marketing for dental activities. If you send patients mixed messages, they won’t understand what your brand represents.
Everything from your brand voice to design choices must be consistent across all brand properties — i.e. your dental website, blog, social media pages, and marketing materials. Deviating from these standards will make you appear confused, which will not inspire patients to trust you with their dental health.
6. Show results
Actions speak louder than words, so include before and after photos — with patient consent — in your dental marketing materials. This will highlight your skills to prospective patients and help them feel comfortable in your hands.
Nothing adds to the value of a brand like quality. Putting patient results out there leaves no room for interpretation. This will allow patients to see that their quality standards align with yours, which will build trust.
7. Engage in thoughtful partnerships
Partnering with other local businesses can raise your brand profile while creating opportunities to bring new patients into your practice. For example, a pediatric dentist might partner with a pediatrician to sponsor a health fair for children.
Forging partnerships with complementary businesses can allow you to bring added value to patients. This creates a care network patients can rely on, allowing them to feel like you’ve covered all the bases for them.
Brand awareness is the key to the lasting success of your practice. Center your dental marketing efforts on this goal to create a brand that patients instantly recognize and completely trust.
Want more on this topic? Check out “5 ways to use dental marketing to build trust with prospective patients.”
