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Title |
Issue |
Overview |
0710 Part 01 - Branding Your Practice
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Sept / Oct 2007 |
In this twelve part series, we will look at the importance of an integrated approach to practice presentation, the stages of brand identity development and the various marketing mediums available for practice promotion.
From practice name development to promotional products, ensure all aspects of your practice branding are appropriate and consistent. This aids in the establishment of a clearly defined and recognisable practice image....
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0712 Part 02 - What’s in a Name?
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Nov / Dec 2007 |
Your practice name announces who you are and what you stand for. Formerly, dentists were required to practise using the name under which they were registered and by no other name. With changes to the regulations, dentists are now permitted to identify their practice in some way other than by using their individual name.
Practising under a distinct name makes it easier for the public to identify with your surgery. The goal of your name is to define, but not limit, the scope of your patient population.
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0802 Part 03 - Logo Design
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Jan / Feb 2008 |
Increasing the marketability of your practice. In marketing, a brand is the symbolic embodiment of all the information connected with your practice. A brand typically includes your practice name, the core element of your practice logo, and other visual components such as photographs, fonts, colour palette, or symbols.
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0804 Part 04 - Understanding Your Brand
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Mar / April 2008 |
Reach the patients that count; don’t count the patients you reach. A brand for a company is like a reputation for a person. It gives your practice meaning and provides a connection to your patients. It combines -
Tangible: Functional characteristics; and
Intangible: Emotional or Symbolic characteristics.
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0806 Part 05 - Practice Identity
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May / June 2008 |
Sharpen your Image. Your “Practice Identity” is a representation of your practice in visual form. Rather than illustrate what you do, it should make a positive, memorable first impression on desired patients - that is, your target market.
Ideally, if the experience of visiting your practice ‘feels
right’ to the patient, they will extend the greatest
compliment - a referral.
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0808 Part 06 - Brochure Design
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July / Aug 2008 |
Today’s healthcare facility can greatly enhance its opportunity for growth by utilising marketing in a strategic, planned form. Implementing well-designed and appropriate material, from new enquiry packs to practice brochures and procedure guides, will ensure your patients have access to the information they need about your practice, services and approach.
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0810 Part 07 - Mail Dominance... Marketing Flyers
|
Sept / Oct 2008 |
When you’re considering implementing positive changes in your practice but feel there are simply not enough hours in the day, remember that marketing is an ongoing and constantly evolving process. It can be custom designed to direct your practice towards your growth goals. Taking time now to put in place targeted campaigns can save untold time in the future.
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0812 Part 08 - Brandscapes
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Nov / Dec 2008 |
There is a distinct symbiotic relationship between architecture, design and branding in competitive environments. Design generates and shifts the identity of individuals, products, brands, and businesses - creating an individualistic, sustainable, social or competitive edge.
Deployed well, building and branding design solutions provide a double dividend - a return on investment and a return on imagination.
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0902 Part 09 - Who do you think you are?
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Jan / Feb 2009 |
There are a number of strategies involved in effectively promoting a healthcare facility. These strategies are centred on consistency of brand representation, name recognition and reputation enhancement. The use of effective marketing procedures distributed across a variety of mediums facilitates these principles.
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0904 Part 10 - Attitude is Everything
|
Mar / Apr 2009 |
Recently I attended a seminar on how to deal with “the current economic climate”. I am constantly searching for ways of improving the chances of making a business immune to adverse external factors and gain new ground in the marketplace.
Amidst the bravado of the take-no-prisoners, gung-ho presenter type who delighted in answering a ringing phone from an attendee, a simple message of transference economy ensued - one’s attitude typically equals one’s actions.
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0908 Part 11 - Specialist Referral Marketing
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July / Aug 2009 |
To communicate your practice philosophy, level of clinical excellence and approach to patient care, pay careful attention to your practice identity. Your practice identity is a representation of your practice in visual form. Rather than illustrate what you do, it should make a positive impression on your referring dentists and desired patients - your dual target markets.
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0910 Part 12 - To Brand or Not To Brand
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Sept / Oct 2009 |
A brand for a company is like a reputation for a person. It gives your practice meaning and provides a connection to your patients. It combines tangible, functional characteristics and intangible, emotional or symbolic characteristics. It encapsulates the very essence of who you are and adds value to your service. Branding is about far more than logos, colours, typography and a snappy tagline.
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0912 Part 13 - Social Media
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Nov / Dec 2009 |
Social Media is a set of online tools and activities that people use to collaborate and connect on the web. In other words, it’s a fancy way to describe the zillions of conversations people are having online. So why is Social Media significant for businesses of today? And importantly, where is the commercial benefit?
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1002 Part 1 - Web Design Breifing
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Jan / Feb 2010 |
A six part series looking at Web Design from the initial briefing through to the final working web site.
A good website is designed to demonstrate to a patient why they should choose you over a competitor. To ensure this overall goal is achieved, it is important to follow a sound web development process.
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