Getting the attention of new dental patients in a crowded dental market can feel like finding a needle in a haystack. With so many dental practices competing for the same pool of potential patients, it’s easy to feel overwhelmed and overshadowed. But don’t worry—there’s good news! You can still rise above the competition and make your practice stand out. By focusing on strategic branding for your dental office, you can carve out a unique space in your market. It’s all about finding the right approach to highlight what makes your practice special and communicating it effectively.
Start with a Consistent and Impactful Brand
Your first step is to build a strong brand that authentically represents who you are and why patients should choose your practice.
Find Your Unique Selling Proposition (USP)
What makes your dental practice stand out? Whether it’s the latest technology, personalized care, or special services, highlight what sets you apart. This unique feature is your “superpower,” so show it off! At Golden Proportions Marketing, we guide clients through an extensive branding evaluation that asks some probing and perhaps unusual questions (e.g., “If your dental practice was a car, what kind of car would it be?”) to dig deep into what makes each dentist unique.
Don’t forget to include your mission statement and core values. They should be transparently and clearly stated on your website and other in-office materials, and you should reinforce them every day with your team. Every action, message, and interaction with your patients needs to show how you live those core values. For patients, it’s not just about WHAT you do, it’s more about WHY you do it.
Develop a Strong Visual Brand and Use It Consistently
Your logo is more than just a pretty brand mark that you use on your business cards. It is a graphic representation of who you are and what you believe. Designing a strong, memorable dental logo is a proven way to stand out from the rest of the practices in your community, so do your best to avoid the classic toothbrush or tooth logo. That type of imagery only connotes WHAT you do, not HOW you do it. Is your patient experience serene? High-tech? Sleek and contemporary? This is all communicated through your fonts, iconography, and colors (hint: blue and green are colors that inspire trust and comfort—but also make sure your colors feel consistent with your office atmosphere!). Once the brand is finalized, make sure your practice’s logo, color schemes, and messaging are the same everywhere—from your office sign and staff uniforms to your website and patient paperwork.
Your business cards, website, and social media posts should all look like they belong together. Think of it like setting up a cohesive look for a party. You want everything to match and make a lasting impression. This also applies to the tone and language you use across all communications, from your marketing to automated appointment reminders.
Continually Strengthen Your Brand
Whether you’re into fitness or not, your brand is like a muscle. And just like the muscles in your body, if you don’t put it to work, it will only get weaker over time. Here’s how you can flex it.
Tell Your Brand Story and Use Patient Testimonials
Brand storytelling is a fantastic way to connect with patients. Share stories about your practice’s journey—from how it started to where it is now. Highlight transformative patient experiences with videos and testimonials to make these stories come alive. It’s vitally important to invest in a custom photo shoot instead of relying on stock images. Your prospective patient base is highly sensitive to stock, having spent years engaging with the candid, authentic-feeling images that saturate social media.
Patient testimonials and positive reviews are gold for your brand. Encourage your satisfied patients to share their experiences on Google, and feature their testimonials prominently on your website and social media. Video testimonials can be especially powerful and personal when they showcase transformative patient experiences and convey the “why” that brought them to your office.
To get those positive responses from your patients, you have to be “on” 100% of the time, from start to finish. Even if you provided them with a great in-chair experience, your front desk can unintentionally blow it with a single unempathetic remark about collecting payment or showing up late for an appointment.
Engage with Your Community
In today’s world, having an active online presence is crucial. Use social media to engage with patients and share useful and engaging content. Share stories of life-changing patient treatment journeys, and don’t be afraid to tug on the heartstrings. Short informational videos answering common questions can also help connect with your audience. Sharing helpful tips can establish you as an expert and build trust.
Offline, getting involved in your local community can do wonders for your brand. Support local events and organizations to boost your visibility. Volunteering for local causes also shows your commitment and helps build goodwill.
Manage Your Reputation
Managing your online reputation is key to defending your brand. Regularly check review sites and respond to all reviews, whether they’re positive or negative. The rare one- or two-star review can happen to even the most exceptional practice, and it won’t sink you (unless you get defensive and snarky for the rest of the world to see!). Every bit of negative feedback has a silver lining, and that’s the opportunity to learn how to improve the patient experiences that shape your brand reputation. Make sure every interaction reflects your practice’s dedication to excellent care.
Not sure what patients love most about your practice? Sure, everyone thinks you’re friendly, but there’s something deeper. Copy all your reviews into a document, upload it to ChatGPT, and ask for a summary of the most common themes. Those themes can help identify key messaging points for your marketing.
Measure Your Results
In the old days, it was nearly impossible to measure brand value. These days, it’s as simple as measuring how many visitors entered some variation of your brand name or the doctor’s name to find your practice. Another way to measure impact is making sure at least one-third of your new patients come from patient referrals; anything less than that indicates an uninspired patient experience with your brand.
Remember, a standout brand is more than just a logo or a catchy slogan. It’s about consistently delivering an experience that reflects your unique values and expertise. From your initial marketing efforts to your day-to-day patient interactions, every touchpoint is an opportunity to reinforce your brand’s identity and create lasting impressions.
So, take these insights and apply them thoughtfully. Invest in creating a strong, consistent visual identity, tell your practice’s story with authenticity, and engage actively with both your local community and online audience. By doing so, you’ll not only attract new patients but also build lasting loyalty and trust.
ABOUT THE AUTHOR
Xaña Winans is the CEO and founder of Golden Proportions Marketing, dedicated to the growth of dental practices. Her agency provides goal driven, full service solutions including branding, website design, advertising and digital marketing. Visit goldenproportions.com to learn more.
Xaña is a board member of the Academy of Dental Management Consultants and has been awarded Fellowship in the International Academy of Dental Facial Aesthetics. She lectures and publishes regularly about all aspects of dental marketing.
FEATURED IMAGE CREDIT: Ski14/Shutterstock.com.
