Orthotown July/August 2014 - (Page 8)
wired for // success
Using Your Logo to Brand Your Practice
by Alan A. Curtis, DDS, MS, Editorial Director, Orthotown Magazine
Every month, my marketing coordinator and I sit down and
review our monthly marketing calendar and budget. The calendar
is broken down by marketing category. We seek to fill each cell
every month to make sure we have a diverse spread of marketing
efforts so that not all of our efforts are put in one basket.
These include:
* Team to team
* D octor to doctor
* C ommunity involvement
* S ponsorships
* I nternet
* S ocial media
* I nternal marketing contests
* Brand perpetuation
We've nicknamed this final category- Brand perpetuation-
stuff with our logo on it. I n this month's column, I wanted to show
and tell what we've done with our logo to perpetuate our brand in
our marketing area.
Business cards are a small, inexpensive but important way
you communicate the image and q uality of your business. Busi-
ness cards get attached to gifts, estimates and are used by existing
patients to invite their friends and family to become patients too.
We are big fans of using T-shirts to create community awareness of the practice! C reate a cool shirt ( that people will actually
want to wear) and you'll have a community of beautiful, satisfied patients acting as walking billboards for your practice! I t's
important to incentivize your patients to wear their shirts to
their appointments ( and more importantly, to school and work) .
We give out raffl e tickets to patients for doing things we want
them to do ( connect on social media, brush their teeth, refer
friends etc) . I t's amazing what people will do for a chance to win
an amazing prize.
A dditionally, we place our logo on letterhead, pens, referral
pads, walk-out folders, tablecloths, pop-up tents, vinyl banners,
calendars, temporary tattoos, footballs, backpacks, ribbon, chap
stick, water bottles and stickers for everything else. The more these
items are used and seen by your patients and their friends, the more
your brand will be perpetuated in your community.
What creative ways are you using your logo to brand your practice in the community? ■
*Logo and design work by Stewart West.
8
JULY / AUGUST 2014 // orthotown.com
http://www.orthotown.com
Table of Contents for the Digital Edition of Orthotown July/August 2014
Orthotown.com Highlights
Wired for Success: Using Your Logo to Brand Your Practice
Class I Malocclusion Severe Crowding, Severe OJ, Missing LL3 CBCT Video
Do We Let Squeaky Wheels Get What They Want?
Corporate Profile: ORMCO: The Spearhead in Orthodontics
New Products
Office Visit: Welcome to Miami
Pre-restorative Orthodontics Altering the Vertical Dimension in Adult Ortho Patients
Becoming a Time Manager
Ad Index
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