Creating a distinguishable brand is an essential component of any business, including the medical field. This is even more necessary for practices like dental clinics when there’s plenty of competition situated within the area that offers the same services. This is where creating a unique brand identity to give your practice the edge and become a patient’s preferred dentist to visit comes in.
For one, a strong brand can establish your clinic as an authority within the dental community and build credibility and trust within the community you serve. With that, here’s a quick guide on how to build your dental brand:
Define Your Goals
Every successful branding strategy starts with identifying your key goals. These are the clearly defined ideas you want to achieve and the purpose of building your dental brand. Doing this can help drive your strategic direction to keep you on the right path toward achieving your goals. Furthermore, you’d want them to be as specific as possible to focus your campaign better.
For instance, your goals will likely center on increasing your visibility within the dental community. And aside from focusing on various strategies for online marketing for dentists, you could be more detailed by specifying the target number of dental patients you want to attract and service. You can even categorize this according to their age. And just as important as specific, your goals should also be measurable and can be achieved within a timeframe.
Identify Your Audience
Your brand must reflect your target audience’s values, interests, and needs to make an impression on them. This can attract their attention and help you discover your core message. To accurately understand your brand audience, you can conduct a demographic analysis of your existing patients and others who you’d want to offer your dental services.
You could take note of the ages, locations, and income groups of those areas and travel or appointment patterns when visiting your dental office. Doing this can help you compile an audience profile that suits your dental brand. Although, at times, it might be straightforward, such as if you’re a pediatric dentist and your audience is families with young children.
However, for cosmetic dentists, for instance, this may require market research to find the type of patients that will more likely be drawn to your brand. To build your profile, you can find out their concerns, occupations, locations, attitudes toward cosmetic oral surgery, and income.
Craft Your Core Messaging
This is one of the crucial steps in your dental brand-building because a clear and concise core message can ensure your strategy resonates with your audience. This can also help communicate the brand goals and ideas associated with you and your practice. Thus, it’s essential to choose a message you can stick with.
Perhaps the best way to find your message is by analyzing the value of your practice and identifying what you want to offer your patients. For instance, it could be to give affordable dental care to students with limited health insurance or prevent common teeth irregularities in children within a community. Doing this can give you an angle to work with to get the wording, slogans, and brand perception right.
Another essential factor is incorporating your unique selling point into your message. Ideally, it should differentiate you from other dentists operating in your area and the reason your audience would choose you for dental care. For instance, perhaps you may include special equipment in your practice or anxiety training to help patients with dental phobia.
Decide On Your Marketing Channels
Once your message is in place, you’ll need to choose the most suitable platform to reach your audience. Whether community-based or aiming to reach dispersed patients, your marketing can benefit from utilizing both online and traditional channels.
Marketing campaigns can be done through multiple channels, such as digital marketing, website marketing, and localized paid advertising. Social media content marketing can also be one of the most cost-effective solutions you can opt for with the widest reach potential. It can be easier to market on these platforms because they have high traffic volume and existing online communities to target.
Aside from this, you can consider paid advertising based on search or website ads, guest blog posting, and even email marketing. If your target patients are older adults, you might want to include some print media options such as magazines or newspapers they could read.
Create Your Branding Materials
When all your planning has been set in place, you can start creating tangible and visible branding materials to help you stand out. These can be memorable icons such as logos, slogans, signage, brand colors and fonts, email signatures, and even social media profiles. You can also use flyers, posters, and banners if you’re participating in media events.
Furthermore, since images are most attention-grabbing, consider using photos of you and your staff, and your practice. Social media content should ideally be high-quality multimedia that’s original and personable. You can compile a few posts and images of patients you’ve serviced within your target audience for personal appeal.
Distribute Your Dental Brand
The final step in building your dental brand is publishing your branding materials. You can begin with one area of focus and gradually roll out the rest. Through this, you can test your strategy and examine whether you can get the response you want.
If it’s not yielding the desired outcome, you can tweak areas that need improving, such as diversifying your content, refocusing your media channels to a few favorable ones, or trying the micro-influencer approach. But keep in mind that building a brand requires constant effort to maintain, so your rollouts and changes should stay in line with your core message and represent the values, tastes, and interests of your audience.
You can build your dental brand by focusing on goal setting, finding your ideal audience, and crafting a brand message that speaks to what they need and wants in dental care. Once you’ve done this, you can choose which platforms to communicate your brand and reach your audience.
Finally, you can test the strength of your dental practice by launching your ideas and making adjustments along the way. Remember that consistency is key when building a brand. Thus, you need to stand to gain more recognition through repetitive exposure.