As a dental practice owner, you probably focus on state-of-the-art technology and outstanding customer service to build a reputation for your clinic. But you also need strong branding to achieve true success and gain patient loyalty.

How does branding work for dental clinics, and how can you use brand positioning to target potential clients? Learn how to develop a brand positioning strategy for your dental practice below.

What Is Brand Positioning?

So, why do dental practices need a branding strategy? Like Q-tips, Tupperware, and Kleenex, you want your clinic’s name to become synonymous with your product or services. Your goal is to evoke an instant association with your name or logo, like “most reliable local dental implant center” or “kid-friendly dentistry clinic.”

Building a brand takes time, but the investment pays off. The asset of a powerful brand can enhance your ongoing marketing strategies. At Dental Intelligence, our solutions, like follow-ups to encourage patients to leave online reviews, go hand in hand with strong branding.

Address Your Target Market

The answer to how to develop a brand positioning strategy for a dental practice involves several steps, the first of which is identifying your target market.

Successful branding starts with in-depth market research. You want to know who your clients are, what they expect when they walk into your dental clinic, and how you can help them resolve their chief pain points.

Ask yourself:

• What is the average age and income of my typical patient?
• What primary dental issues are they dealing with?
• How can my solutions help them promote oral health and overall well-being?

Working with an experienced brand strategist can help determine the right way to present your dental practice through your logo, the colors you choose for your website, your content marketing and social media activity, and more.

Play to Your Strengths

Whether you’re building a dental brand from scratch or rebranding, you may use several positioning strategies as you present an image to potential clients.

1. Specialization

When you consider how to develop a brand positioning strategy for a dental practice, specialization is one of the core points. Patients looking for a specific dental service, like implants or orthodontics, usually prefer a clinic focusing on that practice area.

If your dental team has advanced training or has won prestigious awards related to your field of specialization, this can give you extra leverage as you build your brand.

2. Technology

Does your clinic use revolutionary technologies and the most advanced dental solutions on the market? This could give you a competitive edge over other dental practices in your area. For example, you might market yourself as “the local clinic where you’ll find the most innovative solutions in laser dentistry.”

Of course, it’s important to be truthful, keep an eye on what your local competitors are doing, and revise your branding strategy when necessary.

3. Patient Experience

Many people suffer from significant dental anxiety, often because of previous negative experiences in the dentist’s chair. You can attract this market slice by positioning yourself as a patient-centric practice with an empathetic team committed to keeping patients comfortable and reducing any stress associated with dental procedures.

If you work in pediatric dentistry, your brand positioning could stress the positive dental experience you create for children.

4. Convenience

Dental procedures take time, and busy professionals may delay treatment simply because they can’t fit it into their schedule. Your branding could emphasize the convenience of your service, including flexible hours, precise appointment times, and advanced technology that cuts down on the number of visits.

5. Pricing and Deals

Dental care can cost a lot of money, which could make people postpone the treatment they need or settle for lower-end solutions. Your practice should capitalize on helping patients overcome financial hurdles, whether through convenient online payments or promotions like discounts for new patients, free consultations, limited-time offers on certain elective procedures (e.g., teeth whitening), and referral programs.

If you work with certain insurance providers, be sure to mention this on your website and in your promotional materials. It also helps to clarify which insurance plans you don't accept.

Save Time, Increase Productivity, and Enhance Patient Experience with Dental Intelligence

Advanced solutions from Dental Intelligence help dental practices achieve successful brand building, boost productivity, and create the finest patient experience. Want to learn more about how to develop a brand positioning strategy and grow your practice with the help of our innovative tools? Request a demo today.