6 THE ADA PRACTICAL GUIDE TO INTERNET MARKETING Step 1: Branding the Dental Practice Some dentists are wary of branding based on the misconception that it is only for large corporations. On the contrary, branding is the identity and reputation of your practice. It enables the practice to be recognizable, and communicates to the world what sets the practice apart from the competition. Furthermore, in order to be capable of attracting your ideal patient demographic, it is important for dentists to have a clear vision of who they are as professionals and what they can offer to patients. Without a strong brand, the practice’s story can’t be told — and the message to the public may be lost. There are two main components of the brand: the Practice Name and the Practice Logo. • Name. The name of the practice is more complex than it might seem at first glance. It might seem easiest to use the dentist’s name as the practice name however it is important to think long term. For someone who has recently taken over a practice and plans on working for 20 more years, using the dentist’s last name in the practice name can work well. However, for a dentist who is even just beginning to think about retirement, it may be worthwhile to change the name to something that can be a transferable asset in a future practice transition. • Logo. Having a consistently used graphic representation of the brand, including the practice name with a strong set of font choices, a consistent physical orientation, strong use of color and a memorable icon helps increase the practice’s recognition among the community. The logo is the visual representation of the practice. It is an important part of the branding scheme, and should be created by a professional graphic designer who specializes in logos and branding. Once the name and logo have been established, it’s time to put them into action. Consistency is critical in branding, and the name and logo need to appear on all marketing pieces, both online and offline. Items such as business cards, patient brochures, advertising, the practice website, social media profiles and online directories all need to be branded. The logo is often one of a patient’s first impressions of the practice, so it must be properly used in all marketing efforts. Step 2: Developing the Marketing Plan Dentists need to take a strategic approach to marketing their practice. There is no one size fits all marketing solution. Every practice is different and needs to have a marketing plan that is customized to meet the needs of the dentist. • First establish the goals. What is the marketing goal? A newer practice in a startup phase will have different objectives than a mature practice, and will differ from a practice that is getting ready to transition. Specialists have goals distinct from general practitioners. Location also plays into the strategy a practice in an urban setting will have a different approach than a suburban or rural practice, and a practice in a medical building may need to employ different strategies than one located in a strip mall with significant foot traffic. Marketing is also said to be the art of being both well-known and well thought of. As a result, your practice marketing can also get people to think about dentistry in general, and your practice in particular, in a more positive way on a more frequent basis.