Dental Brands on the Downward, Deteriorating Direction: Then Upwardly Update!

Invigorate Your Referrals & Refresh Your New Patient Numbers
Dental office brands can become stagnant. Then deteriorate very quickly, depending on the the local and national economic environment, and strength of the practice structure and management.

Dental Dentists Office Logo

Generally, within seven to ten years many elements can begin to spread apart, and lose it's strength without a focused reenergizing effort.

A dentist's brand includes the office location, décor of facility, architectural layout, dentist expertise, team presentation, practice mission and advertising messages. Of course, there also is the logo design and the look of the collateral marketing materials. Some dental brand elements will have a much longer life, and other dentistry brands become outdated even before Google can rank it.

• Weak & Confusing Dental Brands
• Deteriorating & Stagnant Dental Brands
• Dental Office Brand Identity
• Visual Brand Icon: Dental Logos Design
• Conclusion: Refreshing Dentistry Practice Brands

Does your dental practice brand have the strength to thrive?


Weak, Tired & Confusing Dentistry Brands

• Employing generic marketing when dentists want to emphasize high value dental services
• Advertising convenience and speed while expecting consumers to pay a high quality treatment fee
• Promoting cosmetic dentistry without the look and feel of artistry within practice brand elements and office design
• Building awareness of implant dentistry expertise while simultaneously focusing a lot on free and discounted dental services

Dental office brand inconsistencies mean your patients and consumers come in with hard to manage expectations.


Deteriorating & Stagnant Dental Brands

• Dentists with significant expertise who have little high value public exposure
• Referrals built solely on simplistic brand knowledge and expressions such as “friendly and nice”
• Dental offices where comfort is not an obvious focus in the treatment, setting and team demeanor
• Marketing focused on services, NOT on people and the overall value of advanced, lifelike dentistry

When a dental brand becomes stagnant and too internally focused (about what the dentist is comfortable with), patients start to look elsewhere. Simply being nice and friendly no longer makes the grade anymore.

Dentist, Practice Brand Identity

Logo Design, bottom portion

Brand is closely tied with image. A stronger dental brand can take the office image to a higher level. Dentists with exceptional credentials and a well-honed brand are an infinitely more cohesive entity. An expert can't stop adding new techniques and knowledge and a brand can't rely on one element to survive long term.

Many dental offices rely on one or two branding elements: nice/gentle, location/expertise, facility/high-tech or great team/superb service. These dentistry branding attempts can only cover so much ground on their own.

New dental patients are attracted because of many branding efforts. Relying on one or two elements like location and referrals means gaps in new patient development will appear. Branding is communication; communication is everything for a dental practice. Oral health, dentistry expertise, and preventive dental care compliance all need communication to make them viable within a consumer society, and ultimately, perceived as vital to each individual.

Marketing dental expertise is complicated. To be successful advocating your high value dentistry services, the complexity needs to be skillfully explained and succinctly understood. This is difficult to do when current and prospective patients are being influenced and distracted by other branding efforts that appeal to them at more basic and emotional levels from ‘free whitening’ and ‘covered by my dental insurance’ to ‘mercury fillings’ and ‘dentist visit fear.’

Marketing a full line of dental care services that are always changing and often misunderstood is problematic. This garble of clinical terms intermixed with always evolving marketing techniques adds to the confusion, which disconnects the consumer from understanding the value your dentistry expertise makes possible.

A relevant and concise brand sets your dental office apart from dentist competitors selling those same services as well as other consumer services, which will end up taking precedence when dentistry is missing from public discourse.

Standing out from the generic dentist crowd has a lasting impact. Providing brand name dental services like Lumineers, Invisalign, CEREC One-visit Crowns can be helpful initially. But when every other dentist is advertising the same way, you begin to blend in again.

Rather than being the “brand named” cosmetic dentistry veneers artist, invisible braces/orthodontic expert, or high-tech crown restorative dentist, develop an image that is bigger and more exclusive than a service you provide that every other dentist does. A unified and distinctive practice-branding strategy can tie together these other elements and create a focal point for your dental advertising and value educative messages.

Visual Brand Icon: Dental Logos Design


Combining a unique dental logo, cohesively designed package of materials, a congruent image with a consistent salvo of ongoing refreshed re-branding strategies can prevent your dentistry brand from going on life support.

Brand Consulting by Niche Dental, Logo Designed by TPV

Dental brands such as ‘drill, fill and bill’, ‘dentistry has little value’ and ‘only if insurance covers it’ survive in the minds of patients because most dental offices have similar images or generic marketing strategies. Therefore, dentistry mostly attracts one segment of the larger consumer audience - those who have tooth loss, those in pain, the insurance patient and the (non-fearful) health conscious.
Some of these consumers are desirable, but won't change their current perspective without a different message; many others are not likely to ever connect without an enhanced brand identity being presented.

A unique brand that incorporates pleasant images (no dental chair mouth mining), relaxing actual patient renewed smiles (not fear producing metal probes) comfort creating service strategies like sedation dentistry (avoiding the perception that tooth pulling is the goal) as well as advanced technology for a more rewarding experience and smile makeover result has substantial potential to change perspectives and lives.

Comprehensive dental branding will bring more people from the yesteryear of bad dental visit memories to the present day ‘brand’ of total oral health with the dental ‘logo’ of exceptional value and oft spoken ‘tagline’ of painless treatment and pain free living. Effective dental branding is about high value not high cost, great service not great expense, and lifelike results not lifeless quality.

Brands focused on rejuvenated oral health and stunning smile makeovers present the public with a reason to rethink their current value system and move beyond the generic concepts of fix and maintain into the realm optimal and exceptional. Whether dental branding makes sense to you or not, many of your patients and much of the general public need an assertive and refreshing message to move in the right direction quickly enough to preserve their oral health and in many too many cases save their smiles.

Conclusion: Refreshing Your Dentistry Office Brands

Sitting on the sidelines means more people missing out on your dental expertise and smile makeover artistry, which is a losing position for everyone. Patients lose teeth. Dentists like you miss out on revenues. Public dental health continues its supreme reign as the ultimate king of loss leaders.

LIFT your dental practice to a higher plane of dentistry communication. Get properly and profoundly branded!

Contact Niche Dental
Monticello, MN 55362
• CALL 866-453-1026


Or Oli @1.888.380.0020
Fallbrook CA

• Dental Marketing Commentary by Dick Chwalek
• Dental Branding Specialist
• Dentist Coach and Dental Marketing Consulting
• Dick is also a co-founder and Member of the Northern Dental Alliance organization.

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Original Article at NicheDental.com

Also Published at ArticlesBase.com

Dental Designs, Logos by TPV, The Peripheral Vision.

Dental Logos are not Brands, Branding is Much More!

A Dental Logo is only ONE part of a dentist's brand.

First, successful dental branding is NOT manipulation. It is about the reality of how people make decisions. Focus somewhere else, and achieve nothing new or better, or as a business, gather much less revenues.

Most importantly, a dental brand should explain who you/the dentist are, why you are, and what you are able to do, and how well you are able/qualified to do it. It must be created and regularly expounded in a unique style while effectively referencing your specific expertise.

This should be done visually, logically as well as emotionally, yet appropriately, as to how it is described by your dentistry patients. It also must be developed comprehensively and consistently, detail by detail and then rinse (update) and repeat...


The concept of stick it up there on the website of nearly forever and leave it with some cute refrains takes me to:


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A Dental Brand Website Content Development Aside

• Including, I Must Confide, Some Snide

Unfortunately, too many dental marketing guru ruse-sters and web no insight-ers think brevity always trumps lengthy. While these purveyors of petite postings may be right in 'their' specific, privatized instances, they miss the sign posts of general public relativity: Nothing is simple unless you pile on tons.  


Basically, you need all of it -- everything that's reliable included in your expertise and dentistry in general, cosmetic, etc. -- for the public and patients to understand what is really going on. Dentists need to translate their dentistry reality into the consumer's specific perceptions, or as many of them as can be produced.

If dentists merely let a write-everything-with-an-8th-grader in-mind advertising copywriter extract out their version of what makes the best branding concept, dentists merely get the dental marketing gu-rusers understanding of dentistry.



Yes, long articles are not for everyone's consumption; except ones I finally finish. Yet, this not about writing for you the dentist, them the marketer or even the general consumer/patient of lore, bore and snore.

Successful branding for dentists is about reaching each and every person who might venture near a computer or mobile phone browser, and key in local dentists, cosmetic dentistry, dental offices, etc...


If this is not so, write this dental marketing consultant contrarian one even two short paragraphs (of 2 or 3 sentences each) for your main web pages that will attract more than a few consumers, similar to you, to your dental practice. This is where we/they, the dental consumer, would notice almost nothing except what is in front of the curtain, sheerly little of depth or unique appeal.

Content is king, not concise. Comprehensive wins the day not the obsession of compression... 

Dentists who may have an English Major or general (Eng Profs) as a patient will wince and maybe even weep at words too cheap like how their noses look down on this heap, but those dentists should just plead arrogance... or some other nonsense that's familiar to me or similar to something appropriate contritely concise and not as over dyed, contrived and snide.

NOTE: This prosed preponderance is not about junk SEO content, or Search Engine Optimization specifically or ponderously proposed. Except this post and sentence fragment. This type of brand development writing is the best method to splice and dice what dentistry is really like dude about. 

Knowing one specific dentist's point of view (expertise/services) in great detail helps them really like dudette standout. It is an attempt to make possible for a dentist to find the sweet spot of content for as many 'specific' consumers (new dental patients) as possible. 

Obviously, dental branding not only about online textual development, it is integral to all marketing successes. Multi-various forms of communication must be employed from dental postcards and postings to online and outdoor advertising, consistently and frequently, as a practice budget can produce, many consumers and current patients.


Otherwise dentistry marketing will continue to do nothing more than in the past as to their dentistry/dental care.
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20 Years of Concise Aloof––So Far Provides Flatline Proof: 

• Dental Health Statistics to see how it fares, gets blank stares and who cares
• See how higher income does not change dental care perspective that much

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Let's Get REALLY About Dentistry Branding



Few people quit smoking because it is bad for them. They drop the habit because THEY find a way out, which can be almost anything. Except for someone else's admonishment, and the various tried and no-do myths created by the old and most of the new guard (as noted previously).

The only myth that actually works is the one I use on my teenagers (they don't smoke yet--so not for that). It is this simple, two sentence verse... "BECAUSE I SAID SO! THAT'S WHY!"


Of course, I don't recommend using it on actual dental patients. But if you are the dentist that does, please video record it, and I will play it on my YouTube Channel NicheDental2000/videos.


So what we are REALLY talking and writing profusely about is constantly dropping in content pertinent to all almost everything every type of person (dental consumer) would be interested in as powerful a format as possible. This concept sounds and looks like overkill. Well the statistics noted above would tend to prove otherwise; meaning spreading less data about the value of dentistry as a solution has terribly tanked over the years.

And while a down economy does not help, income is NOT gone, it is 'merely' reallocated to what each person considers a 'necessity' today. Let me see... If not true, then teeth falling out a consequence of modern living.


Dental brand building is a non-stop process; not dental health month once in awhile. Rather, dental health should be filling every micro second or as close as each dentist is able to define and refine their brand, and then redefine it again and again.



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Beware Dissing Claimer: Dentists' logos are the only element that does not need to change over time: it can grow stale and stagnant, gathering color-penciled drawn cobwebs, and still depict ancient illiterate 'crowns' kinged long ago.

Thou beseech thee to avoid the following of the leaderless siren call belched by the by-the-bye bygones and anti-mod squads: Advance not ye teeth pulling gods, and filling hammering clods! 


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In Nearby Conclusion


As we know (us learned in teeth chatters and experts in garrulous fields) consumers don't proceed with dental treatment merely because their teeth will fall out (or even are falling out). Dental visit fears, procrastination, and denial are not easily overcome. Niche Dental (that's me) focuses on reducing these roadblocks by communicating in an assertive, professional, consumer yet human (sometimes stuff & humid) and reality-comprehensive way.

The right brand prepares the ground for more fruitful action, like more new patients, and more patients doing more including a dentist's current patients. A Dental Brand involves almost everything you/the dentist are about.

Noted Below are many of the specific elements of 'who you/the dentist are' and who you/the dentist must understand you/the dentist are when it comes to the consumer audience and people who are already dental patients.

• Dental Logos
• Public Persona
• The Practice Story
• Messages Presented
• The Story Your Patients Tell
• Dentist's Credentials
• Visual Image/Presentation (from stationery to clothing)
• Dentistry Marketing Postcards (and other direct mail)
• Customer Service Approach
• Office/Patient Communication Newsletters
• The Dental Team
• Dentists/Dentistry Video Presentations
• Dentists Website Design
• Dental Professionals/Employee Hiring
• Dental Practice Environment (decor, etc.)
• Dentist's Value/Belief System
• Outdoor Public 24/7 or Near Advertising
• Dental Practice Location
• Continuing Education (Dental CE)
• Community Involvement
• Practice Introductory Materials: Office Brochures, Etc.
• Dental Associations
• Online Advertising

Finally, In Conclusion, Or Get a Clue Contusion
So on and so on, but to wrap this up...


Communicating in a connective, consistent and complete reality-induced way provides the consumer with the whole story. Nothing but the whole enchilada and various condiments, and comments.


Niche Dental offers individualized brand management to create strategic, long-term value:
To schedule a complimentary 15 to 30 minute consult with me*:


Call Oli @ 1+888.380.0020 , or get started on your dental marketing.

Sincerely,

Dick Chwalek

• Dentists Marketing Coaching
• Dentistry Communication Consulting
• Connective Communication© 
• @NicheDental.com
• Dick is also a Northern Dental Alliance (NDA) Member

    *Honestly, only 30 minutes, or ask me to end the call if I run on like this.

Most Postcards, Direct Mail Printing, Consumer Mailing Lists by Express Dental Marketing

Most Dental Designs, Stationery, Other Printing by The Peripheral Vision



Also Posted @NicheDentistry.blogspot.com

Also Posted @NicheDental.com