Thinking “Out of the Box”
Creative design and thinking “out of the box” is a key component of dental marketing. Catering to our client’s individual sense of identity, or brand, is one way in which we make our company stand out from the other marketing services. We don’t create templates that “box in” clients or prescribe to them a certain standard.
The drawings below are the first draft of a folding pamphlet. We wanted the look to be sleek, bold, and stimulating to the senses. In other words, not your average advertisement.
What is a brand?
Looking back to when I first received admitted student packets and from schools, I remember how each school exuded a different brand. One university send a shiny postcard that displayed a graphic with my name in the clouds – showing off the reaches of their technology in a flashy manner; it made you want to be part of their exclusive club.
Another sent a handwritten card discussing one of my admissions essays on the back of a picture of one of the school’s famous gargoyles. This school was smaller and offered a more personalized experience, drawing upon older senses of prestige more so than new-fangled technology.
Our job is to create the same type of “brand” for dental practices. So, before we even begin to work with a client, we have to think about what type of brand will appeal not only to a doctor’s practice, but to the type of clients that practice might attract.
Branding by design
The pamphlet at right is designed to appeal to those who like a visual and sensory experience. You might imagine their office stylized with bold colors and modern decorations. For their clients, the potential discomforts of going to the dentist are mitigated by the experience of being treated specially. Products and services don’t inherently market themselves, people sell products, and every person has a unique identity.
What we do is make sure that information is not simply conveyed, but that the package itself transcends what is in writing. Dental marketing is all about the brand, and every brand needs to be “out of the box.”
What is your practice’s brand?