Whether you do absolutely no marketing except internal, are doing some external stuff, have a full fledged ad campaign, are going big with Social Media or all of the above – there is ONE THING you need to do first that will make EVERYTHING you do much more impactful. Actually, in this crowded world of information, without this one thing all of your efforts may fizzle and die. It all revolves around this question. The question?
What makes your practice different?
Answering this question is the first step in what business experts call “defining your brand” – and it is absolutely essential that you do this NOW!
Even if you think there is not anything particularly special about your practice there probably is – and if there is not – you need to figure out how to make it so that there is!
Dental specialists have used branding for ages. Even something as simple as “Dentistry For Children” or “Practice Limited To Oral And Maxillofacial Surgery” is a brand (although the latter may not be too exciting.)
So think about it. What makes you different? Have you been practicing in a community called “Twin Pines” for thirty years? As simple as it may seem, “Providing Dentistry For Twin Pines Since 1979” is a brand and can differentiate you from every other dentist in your area. Do you use a laser? Simple. Are you “The Friendly Dental Office?” Bingo. Do you have the most convenient hours around? Do you create “Life-Like Smiles For People Of All Ages?” Hopefully you are getting the picture. You do not have to do only full mouth makeovers or have personally been mentored by Dr. Ross Nash to have a brand.
So take a minute or a few hours or a team meeting or two, and establish your brand. It better be a good one, because to really be effective you need to put it everywhere!!
Let’s do an example. Suppose your name is Dr. David Grayson, you practice in Parsippany, New Jersey and you have a niche that you really enjoy – relaxing your patients through hypnosis. Now you can come up with a little slogan – “Grayson Dental – Drug Free Relaxation Through Hypnosis.” (Okay, maybe that’s a little long, but let’s go with it anyway.) This is now your “Brand” – no different than “I’m Lovin’ It” or “Snap, Crackle, Pop!” (Surely you knew those two brands.)
Every single thing you do from this point on must reflect this brand. It needs to be on your sign, your stationary, your business cards, your email signature, and any other marketing you do. It needs to be splashed all over your website and be reflected in the “url” – the actual address of the site. (Short detour. If Dr. Grayson already has www.drdavidgrayson.com (not an actual website) as his web address, he can also do something like www.hypnosisdentistrynewjersey.com (also not an actual website) and either have two sites or have the new name redirect to the first. It is essential to have your brand in the website name.)
Also, it is imperative to put this brand as keywords in your web title and tags. (If you think that sounds like a trip to the DMV, either ask your web person to do this, or better yet, attend our upcoming Social Media course!) Your Facebook Fan Page should also reflect the brand in the title (for example “Hypnosis Dentistry of New Jersey”) – in short – every single thing you do needs to show your brand.
The result? When someone wants to be hypnotized in New Jersey, lasered in Topeka, visit the most caring friendly office in East Elmhurst, or see the most experienced practice in Twin Pines – your brand is what they will remember. So go to it – find your brand. Then use it in all of your marketing – internal, external, subtle or huge – and get ready to attract more new patients than ever before!
At The Madow Group, we are here to help your practice grow!! If you would like to learn more about using Social Media and things such as Google, Facebook, web design, etc. to get you more new patients than ever before, please click here.
And if you want to maximize the amount of new patients you are receiving and retaining, please check this out by clicking here!
Whatever you do – get “Branded” and watch your results soar!