North Texas Dentistry Special Issue 2020 NTD SP ISSUE 2020 DE | Page 14

Tina Cauller Writing, Design & Illustration Tina Cauller has more than 25 years of experience creating compelling marketing materials for professionals in the dental and healthcare fields. She offers graphic design, writing, and medical illustration services that bring clarity and impact to the marketing messages of dental practices. Tina is a 1991 graduate of the Rhode Island School of Design. She has worked in hospital, medical education and advertising agency settings. As a freelancer, she has written, designed, and created illustrations for textbooks, journals, magazines, patient education, and a broad range of marketing projects. FOR MORE INFORMATION [phone] [email protected] Most all dental practices have experienced a dramatic slowdown or even closure during the recent COVID-19 crisis. Hopefully, you and your staff have been able to take advantage of this time to assess and conceptualize a path forward for your practice once our new normal is in place. Taking an honest look at your marketing might have you considering some improvements to make your marketing more effective, and this might be an extraordinary opportunity to invest some newly-available time in making that happen. Professional writing that speaks for you A writer with experience specific to the dental field can help you translate your ideas and concepts into easy-to-understand written words that can be used in your marketing projects and professional presentations. I’ve worked with general dentists and specialists for years and I keep up with recent developments in the field. It’s important to hire a writer who can adjust the tone and content of your written material to suit your audience. Well-written copy can help you describe treatment options to patients, optimize the functionality of a website, or help ensure that your print advertising gets results. Having familiarity with the dental field means that your time won’t be wasted trying to explain dental terms or technology to your writer. A logo that represents your practice Maybe you’ve taken advantage of the lower interest rates and are thinking about a practice transition or opening a new practice. If so, you’ll need a distinctive logo. Your logo is one of the most visible and recognizable representations of you and your practice to potential patients. A well-designed logo has visual impact and longevity and should represent your practice now and well into the future. I will meet with you and either help you refine the concept you have in mind or create a logo for you. After we talk about your target market, your goals, and the practice ‘personality’ you want to project, I will create several proposed logo concepts to review, and then work with you to refine the idea into a final logo that will speak for you and function effectively in all your visual marketing. You will receive digital files of your logo in the various formats you will need for use in print, video, display or web applications. Images that work P R O F I L E This is also a great time to ensure that you have the best possible visual tools for communication with your patients. Clear, simple illustrations can help patients visualize a complex multi-step treatment or better understand a surgical procedure where photos might only provoke anxiety and discomfort. The right image can help your patients understand the goal of treatment and know what to expect. I can also help you obtain high quality, professional photos taken in your office so patients can see exactly how you and your staff will be relating to them throughout their treatment. Once you have the visual elements you want to include, I can work with you to develop your message. Reset with clear, updated communication Sometimes dentists know exactly what they want to say, while others have only a vague idea. In either case, I will make sure you arrive at exactly the message you wish to convey. Then, I can design a brochure, handout, mailer, or presentation that communicates your information in a clear, visually appealing and memorable way. It may be time to update your marketing materials anyway if several years have gone by without refreshing them. However, if they are still relevant, I can polish the pieces you have that are working and redesign the rest to obtain a consistent, harmonious portfolio of marketing pieces. Your goal should be to develop materials that relate to each other visually and help keep your business identity consistently recognizable in the public eye. Crisis and opportunity often go hand in hand, and this unexpected pause may be an unprecedented chance to evaluate, reset, and update the outdated, starting with the marketing materials that speak for your practice. 14 NORTH TEXAS DENTISTRY | www.northtexasdentistry.com