Branding | Minoa Marketing

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What a Dentist’s Website Needs to Have in 2018

by Naomi Cooper December 6, 2017

Have you ever tried to access a website that is slow to load? Or have you ever been on your smartphone and pulled up a web page that’s hard to read because half the text is shifted off the screen? Chances are, you quickly clicked off that site. This is a prime example of a website that hasn’t been updated recently.

You likely invested a decent sum of money when initially building your dental website. Don’t let that money go to waste! A website needs to be regularly updated to ensure that it is reaching the right patients and functioning correctly. After all, this site is your digital representation online.

Here are 5 key components your website needs to have in 2018 in order for it to be as effective as it should be:

Responsive Design/Mobile First

The site needs to be designed to function across all devices, which is especially important as smartphones recently surpassed traditional desktop computers in terms of users accessing the Internet.

Branding

If you’re still using a tooth in your logo, it’s definitely time for a branding update. And even if you’ve worked with a graphic designer on a more modern and professional strategy, double check that the branding, logo, tagline and practice name are consistent across all online profiles: the website, social media and third party directories.

Contact Information

Make it as simple as possible for patients to get in touch with the office. Keep the phone number and address in the header and footer on every page. Having a click-to-call or online appointing features go even further in helping patients contact the office.

Links to Social Media and Third Party Sites

Offering links to sites like Facebook, Instagram, Yelp and Healthgrades helps establish social proof for prospective patients. While having positive testimonials on your website is a good idea, patients also give credibility to reviews left on third party sites like Google, Yelp and Healthgrades. And social media sites help to personalize the dental office and keep patients engaged with the practice in between appointments.

Visual Appeal

There’s no doubt that patients are still fearful of the dentist, so having a visually appealing website help to give a more friendly vibe. Pictures of the dental team and videos of the dentist addressing common patient concerns, for example, can go a long way in helping to build trust in the practice. And designing the website with aesthetics in mind – having enough white space and even adding a textured background to the theme – can help provide a modern, clean and welcoming impression to all patients.

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Dental Practice Marketing Audit for 2015

by Naomi Cooper December 23, 2014

Dental practice marketing – it’s a term that encompasses a wide array of activities designed to bring new patients into the practice in hopes of achieving long-term steady practice growth.

It can be overwhelming for dentists with a resolution to implement a marketing plan in 2015, or even for those who have been marketing but are looking to tune up their existing strategy. Here are 5 areas to focus on when building an overall dental marketing plan:

Branding: A dentist’s branding strategy is essentially communicating the reputation of the practice to the community. Make sure your message is on point and sending the message you want it to.
Website: How long ago was the practice website updated? Does it accommodate mobile devices via responsive design? If it was designed even 2-3 years ago, it could be time for a refresh.
Social Media: Do you have active profiles on social networking sites such as Facebook or Twitter? If so, be sure they contain current practice information and are updated with relevant content on a consistent basis. If you have been hesitating on joining the social media community, consider putting it at the top of your list of 2015 dental practice marketing goals.
Patient Reviews: Sites like Yelp, Google and Healthgrades are all extremely popular with Internet users, particularly those looking for a dentist online. Make sure profiles are updated with current contact and practice information, and be sure there is a sufficient number positive patient reviews for prospective patients to see.
Patient Communication: All external marketing activities rely on internal processes and communication. E-communication tactics utilize email and text messaging for routine patient communication. The entire dental team should also be well versed in asking for patient referrals and online reviews. This may not come naturally to everyone, so verbal skills training is a must.

There are countless other tactics that fall under the dental marketing umbrella, but for those looking to get started, these are five of the most important areas for consideration. And for those dentists who are looking to step up their existing marketing game, making sure these five components of the marketing plan are solid will help take their marketing to the next level in 2015.

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Branding Strategies for Dentists: Why It’s More Than Just Advertising

by Naomi Cooper April 16, 2013

As marketing guru John Jantsch says, branding is the art of being knowable, likeable and trustable. To be knowable, a dental practice has to be both visible and noteworthy; people have to know the practice exists, and as if that weren’t enough of a challenge, they also have to remember the practice’s name in their hour of need.

A dental practice’s brand is conveyed not only through traditional marketing tactics, but also by incidental and sometimes even accidental means; the way financial concerns are addressed over the phone, the tone in the receptionist’s voice when she greets a new patient, the way the doctor compliments the assistant, and even the first impression new patients have when they walk through the front door. Clinical skills, customer service, the carpet in the reception area, the greeting patients hear over the phone—each of these are part of the patient experience, and thus, the practice’s brand.

A practice’s brand communicates the distinctive combination of skills, personality, values and expertise that influence the way dentists practice—and how the community views them. Every practice is different, and every dentist has something exceptional to offer. Branding establishes a practice’s unique identity, ensures patient loyalty, and most importantly, has the potential to keep dentists in the driver’s seat when it comes to their reputations. Branding is about communicating a message—and dentists who employ a branding strategy will ensure their patients get the message loud and clear.

What is a brand? And why should dentists employ a branding strategy? Click here to read my recent article on the topic published in Dental Products Report.

Does your dental practice have a brand identity? How do you think potential patients, and your community, view your practice?

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4 Reasons Branding is Important for Every Dental Practice

by Naomi Cooper January 2, 2013

Does your dental practice have a branding strategy? Or do you believe that branding is just for sales organizations?

I often hear the latter when consulting with my clients. Many solo-practitioners believe that branding is just not necessary for their dental practice. The truth is, frankly, developing and implementing a brand for your practice is an essential component of the success of your marketing plan. A brand is more than just a logo; it gives your practice an identity.

Brands are valuable because they communicate the distinguishing elements of your practice and how it differs from your competitors.
A brand can be expressed through a name, logo, slogan, colors, and/or a design scheme.
Branding helps foster a sense of loyalty within customers. Think about the major brands: Apple, Coca-Cola, Nike, McDonald’s – customers will specifically seek out these companies’ products because they understand that, for instance, a Coke is not the same as a Pepsi.
Your brand will help your patients identify with and remain loyal to you and your practice. The most important component of your brand is YOU!

Consistency is key – communicating your brand in all of the written materials (website, letterhead, brochures, business cards) strengthens the message of your brand.

If you are not sure how to get started, the simplest place to start is with your practice vision/mission statement. Think about the words and/or phrases within your statement that you would like for patients to use when talking about your practice to others.

In summary, creating a brand helps your practice to be easily recognized, and informs customers why your practice is different from the competition.