When you think about any major brand out there, from popular drinks to sports clothing, there are a number of connotations that immediately follow. The image of a beautiful person in the gym; the feeling of relaxation on a Friday night while out with friends; the joy of going on holiday with your loved ones. These are all the result of carefully constructed branding, which the relevant organisations have built diligently over time.
It’s important that you do something similar for your dental practice. You want prospective and existing patients to associate your practice with positive thoughts and feelings, and for these to accurately reflect the type of business you have built. To achieve this, it’s necessary to consciously develop your brand according to what you want to be known for and what your vision is for the practice. The consequences of getting this right are extensive.
What a practice identity means for you
Your practice identity encompasses everything that makes the business what it is. Though important, it goes beyond the logo, colour scheme and strapline you use – all characteristics, values and attributes like personality and culture within the business will play a role. Your identity is as much about what your practice stands for as how it looks and feels for patients interacting with your services.
A strong practice identity will afford numerous advantages. Your brand is a great way to establish credibility within the dental health field, earning the trust of both new and existing patients. Research[i] has directly linked a positive brand experience with increased patient loyalty, demonstrating the long-term impact that an effective practice identity can have on the business.
In the broader landscape, building a strong brand is also an effective way of increasing competitiveness,[ii]which is important for any dental practice looking to stand out to patients, especially those that offer predominantly private dental services. In addition, improved brand loyalty can have positive implications for the perceived quality of services available.[iii] This is important for dental practices, as patients who appreciate the value of the care they receive are far more likely to accept recommendations and comply with oral hygiene advice.
Finally, a strong practice identity is crucial for recruiting and retaining a good professional team.[iv] Individuals want to know they are working for an organisation that shares their values. In the dental practice, attracting the right staff also influences the quality of care delivered and therefore contributes to patient satisfaction, further enhancing reputation. This has never been so important as it is right now, given the current challenges surrounding recruitment.
Staying on message
To achieve all this, there are many different elements to consider. Your practice identity and branding will need to be reflected consistently in different ways and across multiple platforms. Everything from your website to your marketing activities, your practice design and the technology you employ will have an impact.
Think about your most important messages, your mission statement and your core values as a dental provider. If you are promoting the importance of dental care from a young age, make sure your marketing appeals to a younger, family-orientated audience. The physical premises will also need to capture the imaginations of young patients, to inspire children and show parents that you can support them. Think bright colours, play areas and interesting surgeries that young patients are more likely to feel comfortable in and to engage with.
If your practice focuses on complex cosmetic and restorative dentistry, you may prefer to create a persona of luxury, elegance and sophistication. This will be achieved by wording your marketing emails appropriately, advertising on relevant websites or collaborating with local leisure or spa facilities. The practice design will need to reflect this too, with state-of-the-art technologies that optimise treatment outcomes, patient comfort and professional efficiency. Consider advanced features like voice control dental chairs and touch-screen equipment operation to create such an environment.
For expert advice and guidance on achieving your ideal dental practice and bringing your vision to life, work with the experts at RPA Dental. They have years of experience specifically within dentistry and are renowned for going the extra mile in order to ensure you have the right practice design and dental equipment for you. They will remain by your side for years to come, offering bespoke advice and support to help you create and maintain a practice identity that sets your business up for real success.
Building a brand and a future
Your practice identity will be instrumental in building the kind of business you aspire to lead. Establishing your brand and replicating it consistently across all areas will be a powerful asset in your practice development.
For more detail about the solutions and services available from RPA Dental, please
visit www.dental-equipment.co.uk, call 08000 933 975 or email info@rpadental.net
Adam Shaw Bio
My name is Adam Shaw, and I am the sales Director here at RPA Dental ltd. Married to my wife Michelle and with two teenage boys, weekends are mostly taken up with their sporting activities and social diaries.
Having started life as an apprentice engineer with RPA Dental some 24 years ago, I have seen the Dental industry change and evolve considerably since first starting with the company.
At 16, working as an engineer I attended college one day a week and after a four-year period completed my qualification in electrical and mechanical engineering. From here I spent 5 years in the service department until gaining promotion to a senior status, responsible for managing the team, running my own installation projects and keeping quality levels to a high standard.
Coming from technical background allowed me to understand the equipment specifications and fundamental surgery requirements in its entirety and offered the base line on which to move over to my commercial role in 2011.
Our emphasis has always been on service and support to our clients, and this has continued with our holistic approach to designing surgeries and assisting in an optimum workflow with our valued customers.
My role within the business now is to offer our clients the help and support required on various levels dependant on their individual needs, whilst working with our manufacturing partners to ensure our portfolio brings a complete and extensive offering.
[i] Al-Abdallah G, Ababakr J. Brand Experience and Customer Loyalty in Dentistry: The Role of Perceived Brand Authenticity. Int J Dent. 2023 Nov 24;2023:2541243. doi: 10.1155/2023/2541243. PMID: 38047272; PMCID: PMC10691884.
[ii] Gupta, Suraksha & Gallear, David & Rudd, John & Foroudi, Pantea. (2020). The impact of brand value on brand competitiveness. Journal of Business Research. 112. 210-222. 10.1016/j.jbusres.2020.02.033.
[iii] Akoglu, Halil & Özbek, Oğuz. (2021). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics. 34. 2130-2148. 10.1108/APJML-05-2021-0333.
[iv] Wallace, Michelle & Lings, Ian & Cameron, Roslyn & Sheldon, Neroli. (2014). Attracting and Retaining Staff: The Role of Branding and Industry Image. 10.1007/978-981-4560-58-0_2.
