Why should patients choose you over other doctors in your area? If you can’t answer this question, then it’s time to take a moment and rethink your marketing strategy. Your answer is what we call your Unique Selling Proposition, or USP. As a dentist, your USP needs to be the foundation of your entire branding and marketing strategies.
For example: if you believe that your strength as a dentist is your caring, compassionate focus, then every element of your marketing campaign needs to feature this. Your logo and branding should evoke feelings of comfortable, pleasant care. Your website should feature your personal dedication to your patients’ wellbeing. Your ad campaign should utilize non-judgmental messaging that shows you are committed to patients, not profits.
By unifying the internal message of your logo, your website, your advertising, and the rest of your marketing efforts, you will bring consistency to your branding and allow your practice to truly grow.
What strategies work for your Unique Selling Proposition?
Every dentist and every practice is different. The best way to learn which marketing strategies work for you is to meet with our team of experts at Identity Dental Marketing. However, here are a few suggestions to begin building the foundation of your branding and marketing:
Are you the type of dentist who is heavily engaged in your community? Bring your branding home. By implementing recognizable elements of your town, district, or neighborhood, you can build credibility with those around you. Look at the ways in which your community engages — local culture, history, and geography are all great places to start.
Are you a doctor who loves to connect with patients by taking the time to learn about their ongoing lives outside of their appointments? Consider utilizing video marketing that features you and your personality. You can use your personalized videos to welcome patients to your homepage, as well as to establish a powerful presence across social media marketing. Hint: ask about our 52 Week Video Marketing Series.
Do you pride yourself on the beautiful smiles and improved confidence that you create on a daily basis? Emphasize the life-changing effects that your dental team can bring patients. Feature before-and-after photos on your social media and your website. Develop branding that is sharp, modern, and unique. If your patients witness how they can achieve the same results that others have, they will be more inclined to make that first appointment.
No matter what your team excels at, you have a Unique Selling Proposition that is your gateway to effective branding. If you have questions on how to market your practice with your strengths in mind, reach out to our team at Identity Dental Marketing. Schedule a complimentary marketing planning session with us today.
