Transcript Branding - UF ASDA

Establishing your brand
&
Marketing a dental practice
The Whiddon Group
who we are & what we do
Jaclyn Whiddon started working in the orthodontic field over 15 years
ago. After time spent in corporate marketing and public relations
she decided to devote her career to helping doctors market their
practice based on strategy and support.
Jaclyn works primarily with orthodontists but works with other doctors
and practices as well through these four areas:
Branding
strategies to strengthen your image
Consulting
support from marketing specialists
Marketing
plan development and implementation
Coaching
support provided to the entire office
Branding & Marketing
• We will cover:
– Attracting new patients
– Branding
– Marketing materials
– Marketing plan development
– Internal marketing
– Public and community relations
How do we get patients in the
door?
• Plan
– Developing a plan to attract new patients is
important.
• Experience
– Making their experience IN the office a great
one can be more important than a well written
marketing plan.
• Keep & Refer
– Experience is what keeps your current patients
coming back to your office and sending in the
people they know.
Branding
Branding
• Your brand identity goes far beyond the look of
your logo (though that’s important too)!
• Establish your brand as the foundation of all
marketing messages.
– Identify who you are, what you do and what sets you
apart.
– Your brand can be seen as the SERVICE you offer along
with the PRODUCT you provide.
– Service is what sets you apart from the competition!
Determine Your Brand
Things to consider as you brand your practice:
1. What do you want people to think and
feel when they think of your practice?
2. How do you inspire those thoughts and
feelings in patients through the actual
operation of your practice?
3. What sets your office apart from the others
in town?
4. How do you position yourself as the expert
in your community?
Branding
• Things to consider as you develop the look of your
brand:
– Your logo should print well both big and small, vertically
and horizontally. How will it appear on signs, shirts, internet,
etc.?
– If you brand based on your name, consider what will
happen if you sell or add an associate.
– If you brand using a name, consider your location and if it
will change (Main Street Dentist – what happens if you
move?)
– Consider both the logo type (font) and logo emblem
(icon). Disney’s font style is widely recognizable, as is the
Target bulls-eye.
– Consider your color options.
Branding
Branding
• Brand evolution – Example:
– We were asked to update the established brand
of Inman & Baldwin Orthodontics
– The office needed a brand that would be easily
recognizable by an icon and more functional on
signs.
– Their goal was to evolve from the use of
traditional brackets within the logo, to instead
focus on the overall smile.
Branding
Original Logo
Branding
Rebranded logo
Branding
Pediatrician:
We rebranded a pediatrician who in 20
years never marketed his practice.
His original logo was several stick figures. A
creation from an original order of office
stationery.
Marketing Collateral
Marketing collateral development
• We work with offices to develop branded items
including:
– Letterhead, envelopes & business cards
– Newsletters
– Brochures
– Referral pads
– Hygiene report cards
– And much more
Marketing Collateral
Referral Pad
• We believe the referral pad should be a marketing tool, not
just a request for a free consultation.
• This may be the only information about your office someone
sees before scheduling an appointment.
• You want your referral slip to stand out against the other ones
they may receive from their dentist.
• Treat this as a mini-brochure about your practice.
• We create an oversized referral pad, printed in full color with
pictures of the doctor(s) and smiling patients.
Marketing Collateral
Marketing plan development
Marketing plan development
• Establish your budget.
– 3%-5% of Gross Income devoted to marketing
efforts
• Identify key areas to target.
– Referring dentist, patients and the community
• Write a plan
– And stick to it!
– Remember, it takes someone seeing your brand
at least 7 times before they may realize they
need you.
Tracking – Know the results
• This data shows the source of new patients from one year.
1% 1%
7%
3%
4%
6%
50%
28%
Drs
Pts
Ins
Int
Staff
Signs
Spirit
Other
• During this particular year, 53% of their marketing budget was
spent on radio and internet. Those 2 areas were responsible
for 5% of their new patients.
Internal Marketing
• Your phone is a sales tool
– Each phone call – with current OR prospective
patients should be handled with professionalism
and a “can-do” attitude.
• Scripting and training is vital
– Seek training for your staff. Not just for phone
calls but in-office as well.
– Call recording or “secret shopping” is a great
way to determine what is being said to
prospective patients.
Internal Marketing
• Scripting scenarios:
– Discuss phrases or statements you want your staff to use or
avoid.
– Evaluate difficult situations and draft scripts (scheduling,
treatment plans, etc.)
• Cross Training
– Your clinical and administrative teams need to be crosstrained enough to accurately speak with patients.
Under Promise. Over Deliver!
Exceed Their Expectations!
Community Relations
Community Relations
• Establish you & your office as the expert.
• Seek opportunities to submit press releases to local
media with newsworthy information about your
office.
• Look for opportunities to partner with national
charitable organizations & provide dental care.
• Don’t just sponsor a team or donate to a school,
engage with the community.
When to start marketing
Starting your own practice
• You should begin the process 6 months before you
plan to open.
• Developing a brand takes time. It is important to
get it right the first time. Don’t rush!
• External marketing and community relations should
begin before you open.
• Join the chamber, rotary or other organizations
before you open and begin networking with the
community.
• Send media alerts and press releases throughout
the process (groundbreaking, grand opening, etc.)
When to start marketing
Becoming an associate
• You should begin 3 months before joining the
practice.
• You will need to begin to rebrand and reprint
marketing materials.
• Most magazines sell ad space 2-3 months in
advance. If you will be doing external marketing,
you will need time to develop ads and materials
before you begin working in the practice.
• Time should be spent getting introduced to doctors
that refer or work with the practice.
Contact The Whiddon Group
Jaclyn Whiddon 407-948-9172
[email protected]
facebook.com/WhiddonGroupMarketing
twitter.com/JaclynWhiddon
Jaclyn Whiddon serves as a practice consultant with an
emphasis on marketing, working primarily with
orthodontists. She started her career in orthodontics in 1998,
working in different practices in various roles. Jaclyn
graduated from Rollins College with an undergraduate degree
in Organizational Communication.
In 2005, following time spent in corporate marketing and public
relations, Jaclyn decided to work independently as a
consultant. During her time freelancing, Jaclyn consulted in
various fields including healthcare, hospitality, real estate and sports
marketing. A notable project included the National media placement for the
fundraising campaign benefiting the Martin Luther King, Jr. Memorial built on
the National Mall in Washington, D.C.
While all of this work was exciting and fun, her passion is helping small
practices develop their internal and external marketing plan. The Whiddon
Group team has assisted offices with branding, ad campaigns, marketing
collateral development and much more. As a consultant, Jaclyn has enjoyed
watching her clients experience growth in referrals, new patients and
improved case acceptance. Mixing education with experience, Jaclyn
brings a unique skill set as a practice consultant.