There is considerable power in a rebrand. The digital landscape of today is dynamic, making it harder not just to be seen, but to stay being seen. A strong brand identity is therefore essential for longevity; even some of the most instantly recognisable logos for some of the world’s biggest businesses have changed their image to stay relevant.
There are many reasons why rebranding the dental practice may be necessary, from reflecting the broader demographics of the patient base (such as high numbers of younger patients) to competing with other dental practices in the area, with 45% of business rebrands occurring to reposition themselves in the market.[i] The crucial component of a rebrand is identifying areas for improvement and finding the solutions that best match the practice’s evolving identity.
Starting from scratch
A full rebrand can be both expensive and expansive – a typical business rebrand involves lasts seven months.[ii] Some of the most reported challenges in this time include communicating the rebrand to patients and finding the creative alignment that is achievable with the available budget.[iii] Beginning with a new logo defines the look of the rebrand; the colours, font and overall aesthetic. From there, designs for new uniforms, social media pages and the practice website can be matched. However, the cost of this is offset by the results: brand consistency can increase revenue by 10-20%.[iv]
A good logo and a memorable colour scheme can catch attention, but a great one can convey the message and values of the dental practice, such as a commitment to highly aesthetic and functional treatments, and forge strong emotional connections between dental practitioners and patients. A rebrand ultimately influences public perception to both boost loyalty of the current patient base and reach potential new patients.
Building blocks
Those looking for an even bigger rebrand may redesign the dental practice as a whole. Elements like the website and social media can get patients to the practice, but from there they have a minimal impact on the patient experience. Instead, the interior design, interactions with the staff and the appointment/treatment define how a patient feels towards the dental practice – and whether they would like to return. These aspects can be enhanced with advanced technology and elegant appliances, reflecting a brand ethos of innovation and efficiency.
A well-designed dental practice that accommodates a range of high-tech dental equipment and systems gives patients confidence in the practitioner’s ability to provide quality care. Digital dental solutions offer invaluable tools to enhance the daily workflow, including increased precision with diagnosis, prevention and therapeutic intervention, and make the treatment more convenient for patients.[v] If the dental practice has areas that could be upgraded with digital solutions, such as more advanced intraoral scanners, then this can be a crucial part of the rebrand by promising faster appointments that do not compromise on quality. This means less chair time for the patient for a smoother experience. The resulting speedy workflow and optimised communication with the patient further offsets the investment of going digital by enabling more patients to be seen.[vi]
New services in-practice
Practices may find that harbouring in-house systems such as CBCT scanners or 3D printers can support the new brand identity, especially if there is a focus on specialist treatments and reducing the need for referrals to simplify the patient journey. Eliminating the need for referrals keeps the patient in-practice and emphasises the relationship with the practitioner, rather than being sent to visit other dental professionals and losing the personalised touch.
But the successful implementation of innovative digital technology is a complex and time-consuming task, potentially leading to practice downtime as they are fitted and a brief hiatus in daily business. To accommodate this, having a reliable and experienced supplier ensures that the practice is paired with the technologies that will make a long-lasting difference, and that there is a capable team ready to fit and service them for regular use.
Clark Dental has a proven record with providing dental practices with state-of-the-art systems and installing, maintaining and servicing them. Among its digital offerings is the CDR OnePix clinical image management service, which gathers all the practice’s images in one place. Customisable maps streamline the workflow for examining each patient and advanced search options produce a quick and clear patient overview, reducing chairtime and supporting a comfortable patient experience.
Levelled-up look
Rebranding defines the dental practice for the future, giving the opportunity to level-up the look and feel of the brand. Implementing the latest technological solutions is an excellent way of honing the practice image, demonstrating to patients that it is a sophisticated, modern and trusted place for their dental health, one that achieves superb treatments in a fast and efficient way.
For more information call Clark Dental on 01268 733 146, email info@clarkdental.co.uk or visit www.clarkdental.co.uk
[i] Bynder (n.d.). Rebranding survey reveals new data | Press and media. [online] Bynder. Available at: https://www.bynder.com/en/press-media/2023-rebranding-study-reveals-new-data/.
[ii] Bynder (n.d.). Rebranding survey reveals new data | Press and media. [online] Bynder. Available at: https://www.bynder.com/en/press-media/2023-rebranding-study-reveals-new-data/.
[iii] Bynder (n.d.). Rebranding survey reveals new data | Press and media. [online] Bynder. Available at: https://www.bynder.com/en/press-media/2023-rebranding-study-reveals-new-data/.
[iv] Bynder (n.d.). Rebranding survey reveals new data | Press and media. [online] Bynder. Available at: https://www.bynder.com/en/press-media/2023-rebranding-study-reveals-new-data/.
[v] Schierz, O., Hirsch, C.R., Krey, K.-F., Ganß, C., Kämmerer, P.W. and Maximiliane Amelie Schlenz (2023). Digital Dentistry and its Impact on Oral Health-Related Quality of Life. Journal of Evidence Based Dental Practice, 24(1), pp.101946–101946. doi:https://doi.org/10.1016/j.jebdp.2023.101946.
[vi] Schierz, O., Hirsch, C.R., Krey, K.-F., Ganß, C., Kämmerer, P.W. and Maximiliane Amelie Schlenz (2023). Digital Dentistry and its Impact on Oral Health-Related Quality of Life. Journal of Evidence Based Dental Practice, 24(1), pp.101946–101946. doi:https://doi.org/10.1016/j.jebdp.2023.101946.
