MARC FOWLER
10 STEPS TO SUCCESSFULLY BRAND YOUR PRACTICE
W
hat do dentistry and treating sleep apnea have in common ? In your mind , a lot . In patient ’ s minds , nothing .
When I talk with dental industry outsiders about what I do , I mention that I help dentists market for sleep apnea treatment . The response is always the same : “ How does a dentist treat sleep apnea ?”
This understandable disconnect with potential patients requires your sleep practice to develop a brand identity that is separate from your general dental practice .
YOUR SLEEP PRACTICE BRANDING CHECKLIST
1 ) Select a name for your sleep practice . The practice name should not contain the word “ dental .” When a patient sees “ dental sleep ” they ’ re most likely thinking sedation .
2 ) Purchase a website domain name . Ensure the domain is easy to spell and remember . The shorter the better . Ideally , choose the . com version of your new practice name .
3 ) Design a new logo . The logo should be simple , distinctive , and visually pleasing . The graphics must clearly communicate your sleep message .
4 ) Purchase a separate phone number . Preferably a number with HIPAA compliant call recording for staff training purposes . Have your staff answer incoming calls using the name of your sleep practice .
5 ) Build a website . Stick to a clean , modern look and be sure it is properly optimized for Google search . Click here to learn why you need a dedicated website for your sleep practice .
6 ) Create and optimize a Google My Business Listing for the new entity . This will include your logo , address and tracking number . Be sure to upload some photos of you , your team and the office .
7 ) List your practice on the leading online directories . If you aren ’ t sure which ones to focus on first , do a few Google searches using your city name in the search and see which directories show up consistently . These will differ by city and keyword search terms .
8 ) Start a Facebook page for the new practice . Utilize your new logo and colors for brand consistency . Have someone in your office post to it weekly .
Be sure to include the following in the About section :
• a link to your new sleep website
• your office address
• your phone number
• an overview of your practice
9 ) Collect patient reviews for your sleep practice . Google , Yelp and Facebook reviews are most important . If you use a patient reminder system that sends out automated requests for reviews , change the default message to request reviews on these sites . Reviews on public websites are more valuable than those on the reminder system ’ s proprietary platform .
10 ) Print sleep apnea brochures to place throughout your practice . Include your new logo , phone number , and website address on the brochure . A well-executed brochure will act as a conversation starter , educate patients , and make it easy for them to refer others to you .
Implementing these recommendations will increase your visibility , build your brand as a sleep provider , and help to position you as the go-to sleep expert in your market .
If you need assistance with any of these or have questions , feel free to contact me : 214-592-9393 or Marc @ BullseyeDental . com .
MARC FOWLER Founder , Bullseye Media
Marc Fowler is President of Bullseye Media . Since 2006 , they have helped over 375 dental practices across the U . S . and Canada leverage the internet to achieve their practice growth goals . Learn more at DentalSleepMarketing . com .