Sidekick - Spring 2013 - (Page 24)
Are You Happy with the Quality and Quantity
of Your Patient Base?
Are you happy with the quality
and quantity of your patient base?
What is the secret to building a quality patient
base that allows you to achieve your growth
and profitability goals? It has everything to do
with communicating your brand; yet we have
found that branding is one of the most misunderstood ideas in dental marketing.
DOUGLAS Sligting
President
Dental Branding
Take the
time to
understand
how to
communicate
your unique
story; it will
change your
practice.
What is a brand? A brand is how you are perceived. In other words, my understanding and
perception of your practice is your brand to
me. Every touchpoint and interaction that you
have with a patient or potential patient
helps them form a perception of your practice.
These perceptions will determine their actions
as they relate to your practice. How you are
perceived will determine if someone chooses
you, and more importantly, why they
choose you. Perceptions also determine if your
current patients are loyal, accept treatment
plans and refer others.
Therefore, the quality and quantity of your
patient base is a direct result of the perceptions you create. If you are not happy with
either the quantity or quality of your patient
base, then you are not creating the right
perceptions. This means it is time to look at
your brand, define it correctly and ensure it is
being implemented consistently and
accurately at every possible touchpoint.
The obvious question then becomes, “How do
I define my brand correctly?”
Here are the three keys:
1. Identify your true and best self. Every
dentist and every dental office is unique
in the experience they provide to patients.
Take some time to think through the
experience you offer and identify what
you do best. Then, answer the following
questions:
a. What services are you complimented on
most frequently?
b. What is your vision for your practice?
c. Why should someone choose you over
other dentists in your area?
d. What do you do best?
24
Sidekick | Spring 2013
2. Define your primary audience. It is
important to understand who your ideal
audience is and where it is located. Take a
look at the top 20–30% of your patient base
and look for common demographic
characteristics. We recommend you
purchase a demographics report for your
area. Use it to identify where ideal
households are located and the number of
households with ideal demographics.
Ensure your message is tailored to your
ideal audience. Remember, the more we try
to be all things to all people, the less
effective our message becomes.
3. Understand the competition. The most
important thing you can do in your awareness marketing is to clearly differentiate
yourself. Most dental marketing is canned
and generic. If we looked at three dental
websites or three mailers, we could erase
the dentist’s name and write in a different dentist’s name and it wouldn’t change
anything because there is no compelling
message that differentiates each dentist.
The messages simply sell dentistry in
general. Ensure your message is different
from the other dentists in your area.
It is impossible to overstate the importance of
correctly defining and implementing a strong
brand in building a thriving practice. Take the
time to understand how to communicate your
unique story; it will change your practice.
About the Author:
Douglas Sligting is President and CEO of
Dental Branding. With over 20 years of brand
and marketing experience, the past six
specifically focused on practice marketing,
Doug is uniquely qualified and possesses a
rare understanding of the correct way to
market your practice in the dental industry.
Table of Contents for the Digital Edition of Sidekick - Spring 2013
Sidekick - Spring 2013
Table of Contents
Boulder Dental Designs
Featured Designs
Are You Happy with the Quality and Quantity of Your Patient Base?
Digital X-ray— Everything I Didn’t Know I Wanted
Creating Great First Impressions with Office Design
The High Cost of Old Technology
When I See You Smile
Making the Switch to E4D for a Better Fit
Buzz Nabers Dental Studio 304
Understanding Credit Card Processing Rates
A Growing Family—Two Winning Announcements from i-CAT
Kalman Oral Surgery & Implant Center
A New Model for an Old Practice
TechCentral
Henry Schein Service
Henry Schein Financial Services
Privileges
Professional Practice Transitions
ProRepair
Sidekick - Spring 2013
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2020vol2
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2020vol1
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2019vol2
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2019vol1
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol4_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol4_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol3_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol3_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol2_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol2_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol1_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2018vol1_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017vol4_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017vol4_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017vol3_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017vol3_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017vol2_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017vol2_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017winter_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2017winter_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2016autumn_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2016autumn_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2016summer_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2016summer_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2016spring_west
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2016spring_east
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2016winter
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2015autumn
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2015summer
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2015spring
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2015winter
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2014autumn
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2014summer
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2014spring
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2014winter
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2013autumn
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2013summer
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2013spring
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2013winter
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2012autumn
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2012summer
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2012spring
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2012winter
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2011autumn
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2011summer
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2011spring
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2011winter
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2010autumn
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2010summer
https://www.nxtbook.com/nxtbooks/henryschein/sidekick_2010spring
https://www.nxtbookmedia.com