Historically, medical offices have focused on branding for “high touch” patients such as valuing face-to-face interactions (Interbrand). In contrast, “high tech” patients value technology and convenience driven interaction. Both groups are important but each requires unique branding tactics. Below are few ideas on how to brand your practice for “high touch” and “high tech” patients.
“High Touch” Branding
Above all, these patients value human communication and face-to-face interaction. They want the unique personality of your office to be communicated in a genuine way. The best way to brand for “high touch” patients is to use tactics like, outbound marketing, office management, and employee development.
Start the conversation with potential patients through traditional marketing efforts such as email marketing, banner ads, or radio advertisements. However, do not fall into the trap of an impersonal ‘sales-y’ pitch. Speak to your potential patients with a one-on-one focus. Clearly direct the message from you, the dentist, to the potential patient. It is acceptable and often encouraged to use a sales promotion to bring patients into your office such as 50% off Whitening or FREE Dental Exam.
The interior of your office sets the mood for the entire appointment and the entire patient-dentist relationship. Match your office environment to the expectations created by your marketing materials. If your marketing materials share a modern style follow that through within corresponding in-office decor. Decor that is unrelated to marketing expectations will leave patients confused or disappointed. Stick to a theme and manage your staff and office in accordance with that theme.
“High Tech” Branding
Contrary to “high touch” patients, “high tech” customers are responsive to convenience and quick service. These patients enjoy the use of integrated technology within their dental experience such as receiving reminder text messages and redeeming Facebook promotions. The best way to brand for “high tech” patients is to use tactics like, social media, search engine optimization (SEO), pay-per-click advertisements, content creation, and website design.
Find and connect with patients where they are located, on social media! First, determine the age of your audience. For example, if they are 44+ then it is best to reach them through Facebook. However, if they are 18-25, then it is effective to reach them through Snapchat or Instagram. The key point: integrate your dental practice into their daily social media scroll allowing your office to capitalize on their attention to introduce sales promotions. Convert social media scrollers into patients!
Search Engine Optimization (SEO)
Why do “high tech” patients visit your office? Identify keywords that appeal to these consumers and match the feel of your practice. For example, if you have a modern, tech-friendly practice, consider keywords such as “quick dentist near me”, “convenient dentist in [your city]”, and “schedule dental appointment online”.
Branding for “high touch” and “high tech” patients can be a large task. However, using effective branding tactics can increase your new patient base. Moreover, consistent branding creates one clear identity for your patients to distinguish your practice from competing offices.
What “high touch” or “high tech” branding has your practice done? Comment below!