With the continuously increasing pace and competitiveness of the dental field, one of the most vital assets that a practice can possess is its brand identity. Not only does this inform the perception that patients hold of you, but it drives the internal culture among staff and influences all business decisions.
Brand identity extends beyond what patients read on the website, for example, but contributes to their entire experience of your practice, staff, and shared ethos.[i] Everything from the very first interaction to the continuum of care after they have left the practice contributes to their journey – making it crucial to represent your company values in everything you do.
Impactful practice experiences
Great dentistry requires a good clinical outcome, yet great care encompasses this and everything preceding and following the procedures performed. With clear and efficient communication between professionals and patients, trust is developed – reducing patient anxiety and improving compliance.[ii]
In the dental sector, trust is imperative. With trust being the foundation of loyalty, feeling truly cared for rather than just another patient can make a huge difference. Research evidences that when physicians took the time to examine patients “as a person”, rather than as just a patient, the patient’s satisfaction and identification with the physician increased.[iii] Additionally, patients who perceive a genuine humanity in the practitioner are proven to “exhibit stronger doctor-following behaviours”.[iv]
Furthermore, a patient’s trust in their practitioner is derived from consistency in treatment delivery and confidence in ability – both of which are influenced by a practice’s values and the upholding of these in a practical way. This applies to the clinical setting too – from practice design to posters and brochures – where a refined and consistent brand identity connote reliability.
Communicating your culture
From the administrative staff and practice manager to the dental nurses and clinicians, each patient interaction should reflect the practice’s values and mission in order to maintain a consistent culture. These values should extend to the manner in which team members present themselves to patients – a combination of professionalism and empathy continues the ethos of patient-centricism.
In the surgery, for example, studies have found that by using certain social cues, including tone of voice, temperament, and mood, patient uncertainty – towards both the treatment and practitioner – can be reduced.[v]
This congruous tone should persist in external communication too. Marketing must maintain consistent to continue the level of trust and joint ethos that the internal dental team have established. Voice, tone, imagery, and messaging should remain coherent and authentic between social media, the website, and material.[vi]
The internal and external alignment of vision allows patients to gain familiarity, encouraging their trust, strengthening loyalty and improving patient uptake.
Partnering for continuity
Regardless of a practice’s size, structure, or establishment, the business must protect its identity. Evolution is a natural expectation, and keeping up with it is crucial in maintaining relevance. Progress doesn’t erase or change individuality; the best practice outcomes and growth can be achieved by adapting identity to the changing needs of patients.
Consistency is best supported by systems designed for purpose. From administrative tools to patient-focused plans and communication, the creation of meaningful industry partnerships can assist with this process.
IndepenDent Care Plans (ICP) has a well-established level of expertise with regards to bespoke dental plans. With 30 years of industry experience, the team has constantly supported UK practices in their growth, whilst helping to maintain their individuality. The dental plans are tailored to your needs by dedicated ICP Business Development Consultants in order to streamline workflows and deliver unique benefits that suit you: from increasing monthly income to boosting patient acceptance and retention. With practice branded plans entirely tailored to you, ICP ensures that no practice loses its unique touch, further strengthening your identity in a positive way.
Combining personality with progress
Brand identity is often misunderstood as a static concept. However, it is important to maintain it and evolve as patient expectations and the profession changes. When practices align their communication, operations, and environment with the growing innovations of the industry, they will naturally build the resilience to adapt to change and ensure that what they offer supports – and is supported by – such changes.
The challenges of ensuring that each patient interaction and requirement is reflected by the practice’s ethos can be managed with the right level of consideration, resilience, and support form experts. From this, trust is built – something paramount in differentiating good practices from great ones.
For more information about ICP and to book a no-obligation consultation, please visit ident/co.uk or call 01463 222 999
Author: Dr Robert Donald, IndepenDent Care Plans Director
[i] Wang Y, Liu C, Wang P. Patient satisfaction impact indicators from a psychosocial perspective. Front Public Health. 2023 Feb 22;11:1103819. doi: 10.3389/fpubh.2023.1103819. PMID: 36908420; PMCID: PMC9992178.
[ii] Kelley JM, Kraft-Todd G, Schapira L, Kossowsky J, Riess H (2014) The Influence of the Patient-Clinician Relationship on Healthcare Outcomes: A Systematic Review and Meta-Analysis of Randomized Controlled Trials. PLOS ONE 9(4): e94207. https://doi.org/10.1371/journal.pone.0094207
[iii] Pace EJ, Somerville NJ, Enyioha C, Allen JP, Lemon LC, Allen CW. Effects of a Brief Psychosocial Intervention on Inpatient Satisfaction: A Randomized Controlled Trial. Fam Med. 2017 Oct;49(9):675-678. PMID: 29045983; PMCID: PMC5689450.
[iv] Thygesen, M. K., Fuglsang, M., & Miiller, M. M. (2015). Factors affecting patients’ ratings of health-care satisfaction. Danish Medical Journal, 62(10), A5150.
[v] Daramilas, C., & Jaspal, R. (2017). Measuring patient satisfaction: insights from social psychology. Social Psychological Review, 19(1), 20-35.
[vi] Nazeli, B., Sugiarto, Y., & Wahyudi, A. (2023). Digital marketing analysis in dental healthcare: The role of digital marketing in promoting dental health in the community. East Asian Journal of Multidisciplinary Research, 2(11), 4337-4360.
