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 Ask
the Expert
Choosing
the Right Name for Your Practice
By Fernando Diaz-Lundstedt
Would you knowingly spend your hard-earned dollars on a marketing
piece or promotional program that sends patients to your competitors?
Of course not. But it can happen.
As the field of dentistry becomes more crowded and competitive,
it get harder and harder to stand out from the crowd. Unless
your name sets you apart from your competitors, your marketing
efforts may unwittingly send potential patients to dental
practices with names similar to yours.
The solution? Choose a name for your practice that sends a
clear, distinct message about who you are, what you do and
how you differ from the other dental practices in your area.
An effective name also projects a distinguishing benefit to
potential patients and positions you as the dental provider
of choice.
Granted, that's asking a lot of a name. But if you don't want
prospective patients to lump you in with all the other generic
dentists in your area, you have to give them a name to remember
you by.
"Do's and Don'ts" of Selecting a Name
When choosing a name for your practice, keep the following
in mind.
Do:
- Pick a name that conveys a positive image and a good
feeling to your patients.
- Keep it short, distinctive and memorable; something that
causes you to stand out from the crowd.
- Strive for congruency and consistency between your name
and the type of dental services you offer. For example,
don't try to appeal to the upscale patient if your office
isn't designed to offer the premium services those type
of patients require.
- Try to have your name answer the key marketing question:
Why should I select you as my dentist?
Don't:
-
Use just your name and initials, especially if you have
a common last name. "D. G. Smith Dentistry," for example,
conveys nothing about your marketing identity or the unique
features of your practice. It also lumps you into one indistinguishable
category with all the other "Smith" dentists in your area.
-
Settle for generic names like "Family Dentistry" or "ABC
Dental Group." They come across as bland and lacking in
emotional appeal.
-
Use location-based names, such as "Oxnard Dental Group"
or "East County Dentistry." Location-based names represent
the #1 culprit in losing patients to other practices, especially
in large geographic areas that are likely to have several
practices with similar names.
-
Use cutesy, flashy or pretentious names that may mislead
patients about the nature and identity of your practice.
Add
a Tagline
In
some cases, it may not be prudent or feasible to change your
practice name. In those situations, consider adding a tagline
to make your name more distinctive and memorable. For example:
J.
T. Williams Dentistry
The "One-Stop Smile Shop"
Or, suppose you wanted to target the young child market. You
might add on a tagline like:
Jones & Smith Dental Practice
The "Kid-Friendly" Dentists
When
using a tagline, be sure to include it with all your
marketing materials, so that it becomes synonymous with your
name. The ultimate goal is to remove any guesswork from the
minds of prospective patients so that when they think of you,
they don't call your competitor by mistake.
Say it Loud, Say it Proud!
With or without a tagline, don't beat around the bush with
your name. If your objective is to position your dental practice
as a place for easy smiles and easy payments, say it! Don't
worry about whether or not your competitors also offer outside
financing. Take the lead in promoting that added convenience
and communicate that distinctive position in your name. By
doing so you will make an immediate impact with prospective
new patients. More important, you will set your self apart
from competitors -- even those who offer the same services.
One of the best names I have run across recently is "BriteSmile,"
a rapidly growing chain of dental offices that specializes
in upscale cosmetic dentistry. Their name is simple and easy
to remember. It conveys a positive, upbeat message. It clearly
indicates the focus and identity of the practice. Above all,
it speaks directly to its target audience -- people with higher
than average disposable income who are concerned about their
appearance.
In
today's increasingly congested markets, a distinctive name
provides an important tool for catching the attention of prospective
patients. Once you have their attention, then you can use
other marketing tools to help position your practice and gain
top of mind awareness with your target market.
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