The importance of branding your dental surgery

A strong brand identity is far more effective in marketing and will help your practice become more mem

Branding for dentists is a guide and support website by Design4dentists.com who provide branding solutions, creative design ideas, advertising and marketing services for dentists. On this website you will find a wealth of information about branding design and the important role it plays in growing your business in today's competitive, and highly visually aware, market. Design4dentists has been well established in the dental world for 15 years and have helped to successfully brand and market well over 150 different dental practices nationally and internationally.

Dental surgeons now recognise that to attract the right patients (e.g. young image-conscious people who want cosmetic treatments or mature adults for whom cost is not such an issue) they must invest in a modern or state-of-the-art practice; however this on its own will not provide a fast return on investment if the branding does not reflect the quality and ethos of your practice. For existing dental practices, it is recommended that you set aside 7% to 8% of your annual turnover to develop your branding and marketing literature, but for new squat dental practices the initial investment must be much higher in order to establish its position within its local market place and this can equate to a substantial proportion of a business plan.

Many new businesses fail because their business plans do not include a well planned marketing strategy and many local business bankers are not experienced enough in marketing to be able to assist you by allocating enough of your budget towards branding and marketing. Remember, patients do not recognise the difference between an inexpensive dental chair and one that costs a pretty penny. Equipment can always be upgraded and you can still create the most amazing dental surgery on a modest budget.

Existing practices tend to struggle either because of complacency when a new dental surgery opens up next door or during recessionary periods because they did not maintain a continually active marketing strategy to ensure loyalty from patients and that they are are fully aware of all the dental treatments and services available for them.

If you think branding and marketing is expensive…then try not investing in it at all. No business can survive without it.

why does my dental office/practice need a brand?

Differentiation - The main reason for creating your own brand is to differentiate yourself from your competition. New dental practices are constantly springing up everywhere; you need to continually look for ways to set yourself apart from your competition - your brand can help to do that for you.

Adding value - People are generally willing to pay more for an attractive branded product than they are for something which is largely unbranded. Its called perceived value. Read more about the power of branding here...

More effective, efficient marketing - Another good reason for creating your own brand is to make sure you have the back-up of a strong sales force. Your whole dental team can be great ambassadors for your brand, an effective and efficient team who feel part of something that is cohesive and well organised. They do not have to be qualified or trained in sales to be able to promote your business. They just need to believe in your brand to mention to others how good it is.

Imagine if you (or your staff) didn’t have to spend time with a prospective new patient explaining who you are, what you do and how you do it. What if your brand had already communicated that for you whether through your staff or through the communication of a website, signage or brochure? You could spend all your time focusing on your job and the growth of your business.

how is a dental brand created?

OK, so you understand that your business needs a brand. Where on earth do you start? Every business in every industry is different and should be carefully looked at and considered individually. The same applies to a dental practice and therefore some basic marketing principles must be carried out. For instance, before starting a branding project it is extremely important to identify your target market. You may wish to incorporate a very contemporary feel for your new practice whilst still appealing to a younger audience on a budget, or you may wish to have a more traditional yet upmarket and conservative image, that fits in with a period building in a more exclusive area of town. Whatever type of look you are going for, remember your success is reliant on standing out, and not just fitting in so think differently.

Your logo alone is NOT your brand, but it is the essential starting point as this is what people see first. Your logo should allow your brand to be instantly recognised by those familiar with it. To this extent, your logo helps create and reinforce brand awareness. Designing the right logo is critical. The wrong design can easily put off your key targeted audience if it does not reflect your true brand. For example if you are in an affluent area, a cheap or poorly designed logo identity will not attract local high fee earning patients, or an upper class design in a lower end market place will appear too expensive for local patients. See examples of logo design and branding projects here and see our Boutique Brand Packages for prices on complete packages.

Your branding needs to be used consistently and frequently in everything you produce, whether for letters to clients, business cards, brochures, treatment plans, advertisements, website, emails, on the front door or shop front of your practice and the internal decor of your practice. Design4dentists offers all the services and products required to brand and market a dental practice and can also help you think of a practice name. We have the experience to handle any branding project whether contemporary or traditional, large or small. In addition to the Boutique Brand Packages we also offer two alternative levels of service for you to choose from: a Project by Project service for clients who wish to order direct through www.design4dentists.com, communicating via phone and email, or the Complete Design Service which gives you an overview of your needs with detailed estimates of the total cost of a complete branding project and includes face-to-face meetings.

marketing and promotion of your dental surgery brand

Once you have created your brand which will include associated literature, website etc, you need to market and promote it, in addition to your services. This is how you establish your credibility and relevance to your target audience. Brand awareness includes your external signage and advertising your logo and contact details wherever possible. This can include bus stops, train stations, car livery, sponsorship, gyms etc as well as on giveaways such as mugs, pens, fridge magnets and so on. Many of these can be expensive and may not directly generate immediate sales but should be viewed as beneficial to your long term brand promotion. Keeping in peoples minds regularly and keeping your brand as accessible as possible will generate enquiries and sales.

Creating an initial twelve month marketing plan for your dental practice is the best way to spread your available budgets. Adverts in the local press, open days, online exposure and generating strategic alliances working in partnership with an experienced marketer can help you generate immediate enquiries. The right communication tools with the right messages will ensure your dental surgery brand is understood and will convert enquiries into sales far more easily.

Please visit www.marketing4dentists.co.uk for more detailed information on marketing. We offer the 'Essential Brand & Marketing Audit' day which takes place prior to commencement of any work to provide you with a wealth of information and costs on branding, marketing and design, with a 12 month plan, specifically written for your practice. Please feel free to call our team of experienced and qualified staff for further information on 01923 609770 or make a start right now by downloading our free guide on 10 essential steps to creating powerful branding and marketing for your practice.