How to Create A Perfect Personal Brand as A Dentist?
A successful person stands out from the crowd with a special glow in his eyes, a confident gait, and a wide smile of pleasure from realizing his own importance. He is heard and noticed by others, his opinion is valuable for the authority. For a dentist, being successful means having a large database of dedicated patients who unconditionally trust his professionalism and tell others about it. Painstaking work on a dental personal brand helps the doctor’s rapid growth in all respects.
Dental personal branding?
“What’s in my name for you”: personal brand as a trend
Many manufacturing companies are engaged in brand development, investing a lot of money in advertising and promoting their product. A dental personal brand in medicine is a novelty, a new postulate of successful trade in a service offered by a specific specialist. His popularity depends on what he will be in the eyes of people.
Branding vs. Marketing – What’s the Difference?
While these two terms are often used interchangeably, there is an important distinction. Marketing can be thought of as a set of individual tactics—a website, a blog, an advertisement—specific activities that are designed to get patients through the door. Branding is different. Branding is your identity, your message, and the emotional connection that patients have with the doctor. If marketing is the “how” to get patients into the practice, then brand identity is the “why” patients choose one dentist over another in the first place.
Branding is the foundation from which marketing tactics are implemented. Much is written about the various marketing tactics available to dentists today, but if there isn’t a solid branding strategy in place as a foundation, no amount of marketing will produce an effective return on investment. Here are 3 important steps dentists should take to create a solid brand for any dental practice:
Personal brand development is the norm, a modern trend, a necessity in a highly competitive environment. There are a huge number of dentists, but it is extremely difficult for them to stand out in the market, since there are not so many positioning strategies. But a single person is capable of gaining the trust and disposition of people. You just need to make your name “viral” in the audience that you consider the target for yourself.
If you try to remember the moment when you were rendered a good service, then people will come to mind first. Those specialists who worked on this service. When it comes to dentistry, the patient first of all remembers a specific doctor: his attitude, behavior, treatment, speech. Not the chair in which he sat, not the clean office in which he was received. An opinion about a service begins with a specialist, and only then spreads to the company.
However, simply providing quality services is not enough either. Studies have shown that the patient’s choice is overwhelmingly influenced by two factors: the doctor’s personal attitude and the recommendations of the close and distant circle. Warranty, price, installments, remoteness, promotions – all this is secondary. This proves once again that a good doctor can have a cult following in his city. One has only to bring the necessary information to their minds.
Here’s a chart outlining the key elements of personal branding for dentists and how they can help in choosing a career path and advancing their professional growth:
|Aspects of Personal Branding for Dentists||Benefits and Importance||Actions and Strategies|
|Enjoying a personal goal in branding path||Provides direction and motivation for career advancement||Set clear career goals and aspirations|
|Having a clear image and perspective||Helps in creating a strong and recognizable personal brand||Define the desired brand image and values|
|Strategy-based personal brand positioning||Positions the dentist effectively in the market||Develop a strategic plan for brand positioning|
|Daily personal program for brand management||Ensures consistent and effective brand representation||Implement a daily routine for brand management|
|Proper strategy for self-introduction||Creates a positive first impression among patients||Craft an engaging and concise self-introduction|
|Intrinsic and personal authentication||Establishes credibility and trustworthiness||Showcase expertise and unique qualities|
|Mastery and expertise in the field of dentistry||Builds confidence and trust in the dentist’s abilities||Continuously update knowledge and skills|
|Awareness of communication methods and technologies||Enables effective communication with patients and colleagues||Stay updated with communication trends and tools|
|Being professional and talented in the activity||Enhances reputation and attracts new opportunities||Maintain a high level of professionalism and excellence|
|Adherence to ethics||Builds trust and maintains a positive professional reputation||Uphold ethical standards and values|
|Considering competitive advantage||Identifies unique strengths and differentiators||Analyze competitors and highlight unique advantages|
|Alignment with audience needs and expectations||Builds rapport and fosters loyalty among patients||Understand patient preferences and tailor services|
|Proper self-recognition and differentiation||Highlights unique qualities and sets the dentist apart||Identify personal strengths and communicate them|
|Analyzing performance and advantages of rivals||Identifies areas for improvement and competitive positioning||Evaluate competitors’ performance and learn from them|
|Utilizing traditional and emerging communication methods||Engages with patients through various channels||Leverage both traditional and digital communication|
|Effective communication with the audience||Builds relationships and increases brand awareness||Develop clear and consistent communication strategies|
|Building trust with the audience||Establishes long-term patient loyalty and referrals||Prioritize patient trust and satisfaction|
|Philanthropic and social actions||Enhances reputation and demonstrates commitment to community||Engage in charitable initiatives and community events|
|Society presence and social relations||Expands professional network and fosters referrals||Attend industry events and build relationships|
|Accurate identification of audience behavior||Tailors communication and services to meet patient preferences||Conduct market research and analyze patient behavior|
|Accessibility by the audience||Provides convenience and fosters patient satisfaction||Implement accessible and patient-friendly practices|
|Innovation and creativity in engaging the audience||Creates memorable experiences and enhances brand visibility||Seek innovative ways to engage and connect with patients|
|Defined target audience||Focuses marketing efforts and maximizes impact||Identify and segment the target audience|
|Lifestyle alignment with personal brand pattern||Consistency in personal and professional life||Align personal lifestyle with brand values|
|Operational adherence to goals and plans||Ensures progress and achievement of career objectives||Develop and follow a strategic action plan|
|Professional behavior and mastery||Enhances reputation and instills trust in patients||Exhibit professionalism and continuous improvement|
|Procedure stability and continuity in plans||Maintains consistency and reliability in service delivery||Establish standard procedures and follow them|
|Appropriate level of communication with the audience||Avoids overwhelming or neglecting the target audience||Strike a balance in communication frequency and content|
|Alignment between positioning and brand equity efforts||Maximizes the impact of personal brand positioning||Ensure alignment between brand messaging and actions|
|Harmony between behavior, speech, and performance||Ensures authenticity and reinforces the brand image||Maintain consistency in behavior, speech, and work|
Remember, personal branding is an ongoing process, and dentists should regularly evaluate and adapt their strategies to align with their career goals and the evolving needs of their audience.
Here is an chart tailored specifically for an implantologist:
|Aspects of Personal Branding for an Implantologist||Benefits and Importance||Actions and Strategies|
|Enjoying a personal goal in branding path||Provides direction and motivation for career advancement||Set personal goals related to implantology and career progression within the field|
|Having a clear image and perspective||Helps in creating a strong and recognizable personal brand||Define a clear positioning as an expert implantologist and specialist in dental implants|
|Strategy-based personal brand positioning||Positions the implantologist effectively in the market||Develop a unique selling proposition that differentiates the implantologist from competitors|
|Daily personal program for brand management||Ensures consistent and effective brand representation||Establish a routine for sharing educational content, case studies, and patient testimonials on social media platforms and professional websites|
|Proper strategy for self-introduction||Creates a positive first impression among patients||Craft a compelling and concise self-introduction that highlights the implantologist’s expertise and patient-centered approach|
|Intrinsic and personal authentication||Establishes credibility and trustworthiness||Demonstrate advanced training, certifications, and successful patient outcomes in implant dentistry|
|Mastery and expertise in the field of implantology||Builds confidence and trust in the implantologist’s abilities||Continuously update knowledge and skills through advanced implantology courses and staying up-to-date with the latest research and techniques|
|Awareness of communication methods and technologies||Enables effective communication with patients and colleagues||Stay updated with communication trends and tools, such as using digital platforms to share educational content and engage with the dental community|
|Being professional and talented in implantology||Enhances reputation and attracts new opportunities||Maintain a high level of professionalism, including punctuality, empathy, and excellent patient care|
|Adherence to ethics||Builds trust and maintains a positive professional reputation||Follow ethical guidelines and prioritize patient well-being and informed consent|
|Considering competitive advantage||Identifies unique strengths and differentiators||Analyze competitors and identify specific areas of expertise or innovative techniques in implantology|
|Alignment with patient needs and expectations||Builds rapport and fosters patient loyalty||Understand patient preferences and concerns related to dental implants, and tailor treatment plans accordingly|
|Proper self-recognition and differentiation||Highlights unique qualities and sets the implantologist apart||Identify personal strengths, such as extensive experience in complex implant cases or a gentle chairside manner, and emphasize them in marketing materials|
|Analyzing performance and advantages of rivals||Identifies areas for improvement and competitive positioning||Evaluate competitors’ implant techniques, patient experiences, and practice offerings to identify opportunities for growth and differentiation|
|Utilizing traditional and emerging communication methods||Engages with patients through various channels||Utilize a combination of traditional marketing methods (such as print ads or referral programs) and digital platforms (such as a professional website, social media presence, and online patient reviews) to reach and educate prospective patients|
|Effective communication with the audience||Builds relationships and increases brand awareness||Develop clear and consistent communication strategies to address patient concerns, provide educational content, and showcase successful implant cases|
|Building trust with patients||Establishes long-term patient loyalty and referrals||Focus on building rapport, maintaining open communication, and providing exceptional care to cultivate trust with patients|
|Philanthropic and social actions||Enhances reputation and demonstrates commitment to community||Participate in community events, provide pro bono dental implant services to underserved populations, or support dental health initiatives to showcase social responsibility|
|Society presence and professional relations||Expands professional network and fosters referrals||Attend implantology conferences, join professional associations, and network with other dental professionals to establish connections and receive referrals|
|Accurate identification of patient behavior||Tailors communication and services to meet patient preferences||Conduct patient surveys, analyze feedback, and adapt communication styles to align with patient expectations and comfort levels|
|Accessibility by patients||Provides convenience and fosters patient satisfaction||Implement convenient scheduling options, offer virtual consultations, and ensure accessible communication channels for patients|
|Innovation and creativity in engaging patients||Creates memorable experiences and enhances brand visibility||Implement innovative techniques, utilize cutting-edge technology, and provide personalized experiences to differentiate the implantologist’s services|
|Defined target audience||Focuses marketing efforts and maximizes impact||Identify target demographics (such as age groups, specific dental needs, or geographic location) and tailor marketing messages and campaigns accordingly|
|Lifestyle alignment with personal brand pattern||Consistency in personal and professional life||Align personal lifestyle choices with the values and image associated with being an implantologist, including maintaining oral health and advocating for dental implants|
|Operational adherence to goals and plans||Ensures progress and achievement of career objectives||Develop and follow a strategic action plan, setting specific targets for professional growth, continuing education, and patient satisfaction|
|Professional behavior and mastery||Enhances reputation and instills trust in patients||Exhibit professionalism, empathy, and continuous improvement in implantology skills and patient care|
|Procedure stability and continuity in plans||Maintains consistency and reliability in service delivery||Establish standard procedures for dental implant treatments, ensuring consistency in the quality of care and patient experience|
|Appropriate level of communication with patients||Avoids overwhelming or neglecting patients||Strike a balance in communication frequency and content, providing necessary information without overwhelming or neglecting patients|
|Alignment between positioning and brand equity efforts||Maximizes the impact of personal brand positioning||Ensure alignment between the implantologist’s positioning efforts (e.g., expertise in dental implants) and the actions taken to build brand equity|
|Harmony between behavior, speech, and performance||Ensures authenticity and reinforces the brand image||Maintain consistency in behavior, speech, and performance to reinforce the desired brand image as a trusted implantologist|
Working on a personal brand is working on a product. If there is no product or it is of questionable quality, no amount of advertising and investment will lead to good visible results. You need to deal with a personal brand only when you realize that you have manual skills, self-confidence as a doctor and you bring value to your patient.
The young doctor has only one thing in his head – teeth and everything connected with them. It’s too early for him to work on a name in a large-scale sense. First, you need to gain experience, get a full-fledged education, begin to conduct a clinical appointment, find and correct the first mistakes, gain experience, and only then you can think about the popularity and future heights.
The dentist does not have to have his own clinic. First of all, you need to be a good doctor. Give yourself at least a solid “4” mark, but continue to strive for the best. When you build your dental personal brand, your audience’s expectations will be very high. If at that moment there is not complete readiness, people will intuitively feel it.
A personal brand will allow you, first of all, to be structured, to understand where you want to go and what goals to achieve. There are certain techniques for identifying key points. You need to pass tests, study yourself, set goals correctly, discard everything that is not related to them and does not come from the inner content. Further, a promotion strategy is selected for this basis.
Three pillars of a personal brand
To become visible to the target audience, as understandable as possible and even close to other people, you need to work on yourself. It will bring into your life a completely new circle of acquaintances, patients of a different level and prosperity. A well-known name has a magical effect on others – it is transmitted from satisfied customers to all potential ones and is firmly associated with quality, and this process is controlled.
A personal brand always stands on three pillars:
You gain popularity only if they know and talk about you, love you and share your values, and you are trusted as a specialist. It is necessary to do a lot of work, to structure your life and message to society, so that the result is expected and as positive as possible.
For this you can use everything that is bestowed by modern realities: social networks, participation in events, appearance, fixing the most successful working moments, expressing personal opinions about various aspects of life and medicine. They should pay attention to you and remember so that for any dental needs, each person from the target audience remembers exactly your name.
The absolute beginner’s guide to branding your dental practice.
Selling social networks
The key to using social media to build your dental personal brand is to be there. The second is to realize that from the moment you start working, all pages are no longer personal. Everything about you as a brand becomes public. Therefore, any information that is published must strictly comply with the goals and expectations of the target audience, and you should be ready to talk about it.
There are pitfalls in social media. Here you can find a lot of information that, at a certain turn of events, will be used against you: a double interpretation of the message, the lack of an indicator of expertise, a lowering of the brand’s status in the eyes of the target audience. You need to be as careful and careful as possible when choosing topics and content.
The corporate identity is carried over to the design of pages and covers. It is important to be present on all possible social networks and provide people with quality content. It should be interesting and useful for the audience, so that they enjoy watching your publications every day.
You can post about some books, news, movies, express your personal opinion – this is important for the brand. The main thing is that your opinion must meet the expectations of your target audience. All old and irrelevant information, low-quality records and photographs should be removed.
Before you shape your portrait and choose an avatar for your profile, you need to answer the question of what you should be in order to meet the expectations of your target audience. What does the perfect portrait of a dentist look like in her eyes? If the answer suits you, you need to strive for this presentation, if not, you will have to change the target audience.
The avatar should be a business portrait in an open pose, confident, well-dressed, with adequate lighting. Your appearance should show that you can be trusted.
When working on your personal brand, do professional photography. This will increase the status and value of publications, reaching interested people. More of such high-quality texts, videos and photos on your pages will result in more popularity and saleability of your brand!
It is necessary to create professional communities at all sites. They can be led by individuals who will pick up information, pictures and releases. But you should always make the expert opinion yourself. For publications, a content plan is required, taking into account the time at which the target audience is present on social networks. In addition, it is important to identify and emphasize her favorite network.
Dental Personal Branding: Know your customers!
In order for the target audience to feel warm emotions towards you, it is necessary to carry out a certain stabilization of the internal and external “I”. The preparation of a SWOT analysis will help in this – it will reveal information about who you are, who your audience is, what your strengths and weaknesses are, what are the risks on the path of developing your personal brand and how to minimize them.
Several studies are being carried out for this. One of them is to answer 10 questions about what is important to you, what you want to achieve, what you think is your strength, what the environment is like, how you look, how you evaluate your patients. Then 12 people should answer the same questions anonymously: 3 colleagues, 3 close friends, 3 people with whom they crossed paths 1-2 times in their life, and 3 patients.
One of the greats once said that if 3 people tell you that you are a horse, then it’s time to buy a saddle. At the first stage, it is necessary to correspond more to what others see in you, and gradually correct those qualities and the state of affairs that you want to change. The analysis will show you which starting point you are at.
Further goals are built. You are answering questions about who you see yourself in 3 years, 5 years, and 10 years. The next step is to identify the target audience and, possibly, include its change in the list of goals. It is important to understand that the patients’ favorite are those doctors who have some value, and not just treat teeth.
It is necessary to clarify what you can give them that will not be given by another doctor. For this, a list of 50 questions is provided, to which you first answer, then 10-15 patients. It contains several blocks of different topics: who are these people, where they live, how much they earn, what worries them, how they make a decision, what they want to change.
Promotion on trust
You must be trusted as an expert to be considered the best. To do this, the society needs to show proof of regalia and your achievements. The simplest thing is to let your customers speak. Reviews can be on the website, in social networks, in the clinic itself. Take pictures of the results of your work and show them to everyone.
Mass media are a great tool for promoting a personal brand. Entries in magazines, newspapers, videos on television are magic for patients. You need to make a list of publications where you could publish, and contacts who could help with this. Once the publication has occurred, you need to capture the moment and share it on social networks. The level of trust in your expertise in the eyes of people will increase significantly.
Personal brand is profitable
People-brands are opinion leaders, they set trends, cause waves of events, and actualize something. When you are considered a brand dentist, you have many patients and your services are more expensive than the market average. There is an opportunity to work less and earn more. You will not be afraid of crises and fluctuations in the medical services market, because you will not notice them.
The personal brand of a dentist is a powerful psychological tool that helps a person become happier. The feeling of happiness is greatly influenced by the attitude towards oneself. Working on a personal brand helps stabilize self-esteem. Behavior, image, communication skills are being corrected.
People-brands are always wildly attractive to other people because they exude genuine passion, integrity, and purposefulness. It is more pleasant and more interesting to deal with them than with those who have not made up their minds, have no inner balance and do not strive for anything.
It is in your power to raise your success to unimaginable heights and, possibly, become the best specialist in the world. You have control over it, because you are there. A person who deserves to be a brand.
So what is dental personal branding?
Here are a few thought-provoking questions that can help you define and improve your branding:
- What does your practice stand for? What are you for and what are you against?
- How do you communicate these values to your clients in a tangible, meaningful way?
- How are you different from other dental businesses? How can you differentiate yourself from others as being unique?
- Who is your ideal client and how can you improve the experience for them? What moments of truth could you improve by 1% (or more)?
- How consistent is your branding? For example, does your website project a nirvana-like dental experience, whereas the reality is something much more basic?