When you shop for
groceries, which products do you put in your basket: the branded ones
or the generic options? Like most people, you probably patronize the
former since they’re more established and you trust their quality.
The same principle
applies to orthodontic marketing. That is, people patronize practices
that have a clear branding message because they appear more
trustworthy. Neglect your brand and your practice becomes just
another dental office in the area.
To help you develop a
strong brand—and attract more patients—here are three tips to
keep in mind:
What Makes You Unique?
At its core, your
orthodontic practice is
still a business, and all businesses need to have a “unique selling
point”—the one thing that sets them apart from the competition.
Basically, if patients are to remember just one thing about your
services, what will it be? Ponder this question carefully when
branding your practice.
Pick a Good Logo
You might think that
logos are only apt for consumer goods, but they’re very helpful in
orthodontic marketing as well. Think of logos as a business card, a
shorthand symbol for everything that your practice stands for. As
such, be sure to select one that accurately represents your service
philosophy.
Start a Website
The yellow pages are
going the way of the dodo. If you want to be found, you need to have
a website. Don’t develop just any website, though—make sure that
it carries the same branding message as your other marketing
materials.
