All branding tells a story. Your brand informs patients how they should feel about your practice. And individuals attach their assumptions to your logo, color scheme, and aesthetics based solely on look.
This is no secret. We’ve all heard the hard truth that appearances matter. So why are dentists late to the game, instead relying on traditional methods—such as word of mouth and proximity to patients—to bring in patients?
Don’t fall into the crowd. Instead, stand out with story-driven dental marketing. How do you do this? Here are six tips to successfully implement this in your dental practice.
1. Establish Your Brand
For starters, it is essential to establish a cohesive, recognizable look and feel and create a story that patients trust. You want your patients to love your brand the minute they see it. Branding sets the foundation for the rest of your practice. By implementing a consistent brand and telling your story, you build credibility with individuals, drawing in individuals to see what’s behind the door and start a conversation. As your reputation grows, the public image of you and your practice will grow into one that is positive, personable, and accessible.
2. Consistency Is Key
Consistency is key. Create profiles for and be present on platforms where patients spend a majority of their time. This may include Facebook, Instagram, Twitter, and LinkedIn. Carry your branding over to these platforms, making yourself instantly recognizable, and begin to build an engaged base of followers. Also, be sure to maintain a consistent posting schedule, as this is essential to digital success.
3. Tell a Story
Memorable marketing follows a simple formula: Tell a story. That’s it. Stories are proven to be 22 times more memorable than facts. Storytelling has been around since the dawn of time. It’s how we share our experiences with others, and it’s how we come to learn and care about others, even those we haven’t met. In the crowded field of dentistry, honing in on your individuality, what makes you and your team unique, and communicating that through visuals and written text will set you apart.
You must believe in your own story. You must believe that you’re worth it. You’re worth having a successful practice because you treat patients well, you love what you do, and you’re good at it. It’s worth discovering what makes you and your practice special. And your story is worth telling through beautifully crafted words and images. It’s worth sharing with your community and the world.
4. Don’t Settle
Don’t settle. Don’t settle for stock photography. Don’t settle for templated websites. Don’t settle for the same old message. Discover what makes you, your practice, and your staff unique and tell your story. Why? Because storytelling enables connection. It enables relationships. And it sets you apart from the crowd of dental professionals.
5. Expand Your Practice
Want to make your story more interesting? Consider expanding your practice to include sleep and airway. Airway dentistry is on the rise, and now is the time to evolve, be bold, and innovate via the integration of advanced technology. We’ve got you covered with The Vivos System, a multidisciplinary therapeutic protocol for treating sleep-disordered breathing (SDB), including mild-to-moderate obstructive sleep apnea (OSA).
6. Hire a Marketing Company
When searching for a marketing company to assist, there are many factors to consider. The key is this: all branding tells a story. So it is essential to find a company that understands your brand and your story. Additionally, good design means good business, so be sure to choose a company that resembles your desired brand image. Also, consider the following questions:
- What is your team’s culture?
- What are your core strengths?
- How do you measure success?
Joshua Scott, dental marketing expert and founder of Studio 8E8, shares this: “Marketing is merely magnifying your message. [Ask yourself] what is your message? What makes you different? Why do patients choose you?” That is the key to success in branding.
Story-driven dental marketing is the key to a successful practice. The fact of the matter is this: Most dentists don’t market themselves. Instead, they rely on traditional methods such as word of mouth or patient-location convenience. Don’t settle for blending in. Instead, choose to stand out with marketing in dentistry.