Question

Topic: Taglines/Names

Creating A Brand For My Periodontal Practice

Posted by Anonymous on 6/25/2011 at 3:29 PM ET 250 Points
I am a periodontist practicing 20 years in New Mexico. With the changing economy and evolution of dentistry in general, we are prepared to evolve also. Our interest is in creating a brand for the practice. Currently we are only known by my name. It was suggested we choose our brand wisely so it reflects something I am passionate about while at the same time reflecting our excellence in caring both for our patients as well as our referring doctors. I am a pilot and that is my passion along with fly fishing. Any ideas out there for a brand name?
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RESPONSES

  • Posted by mgoodman on 6/25/2011 at 11:11 PM Accepted
    Start by defining why you want a brand and what you expect will be different when you have one. In professional practices, there is often no real equity in a brand beyond the individual's reputation. Who would pay a premium for your "brand" if you were not at the core of that brand?

    I also question the "suggestion" you received about choosing a brand name that reflects your [irrelevant] passions. Why would a patient care about your love of flying or of fly fishing? How does that make you a more desirable periodontist?

    If you're totally committed to creating a brand name for your practice, I'd pick something like "Albuquerque Periodontal Center." It tells what you do without focusing on your name. But if you've been in practice for 20 years using your name, I'm not sure why you'd be looking for a name change.

    If it ain't broke, don't fix it. Why are you so eager to "evolve" your brand?
  • Posted on 6/26/2011 at 12:21 AM Author
    Thank you for your response. Talk of a brand came about as a result of a desire to create a .com page and website. Being present on the internet is long overdue and it will provide another place for prospective patients as well as current and new referring doctors to go for information. Also, naming the practice something other than my name could possibly make it more attractive to sell in the future or to bring another doctor in.

    Agree that no one cares about my passions. Good point. This analogy was given--- this person got a dog and didn't want to just name it Spot or Rover. Because Siena, Italy was a place of fond memories he named the dog Siena. The point is to choose a brand that means something to you. Being in practice already for 20 years with name recognition,... it might not be a good idea to rename the practice. Food for thought. Trying to remain open to ideas. Like your suggestion for the name.

    Certainly we would like to continue growing the practice....always looking for new referring dentists. Specialists in our profession are being hit especially hard by the economy. General dentists are hurting as well. So, just trying to think of new ways to reach the public as well as referring doctors.

    Thanks again!
  • Posted by Jay Hamilton-Roth on 6/26/2011 at 12:28 AM Accepted
    If you don't yet have a website, why not start by creating one that's in alignment to the name that people have known you for? You can also get additional domain names later, but a clear website, detailing who you serve, your specialties, testimonials, insurance, etc. would be a good start.

    If you want a brand, start by asking your patients why they chose you? Are you the "caring periodontist", the "new age periodontist", the "gentle periodontist", etc.? The words that your patients use might guide you into a brand that already exists in their minds for you.
  • Posted on 6/26/2011 at 12:49 AM Author
    Totally agree about the webpage and I like your idea of listening to the patients and the words they use. Thanks!
  • Posted on 6/26/2011 at 3:58 PM Author
    I have been processing the two responses. I think you are both correct suggesting when creating the webpage/name of the practice we need to focus on the patient. After all, patient care is top priority in our office. I have come up with 3 different avenues to explore. One: I am known as the "go to" guy for tough cases. For this I came up with-- Periodontal Solutions. Two: I am one of only two periodontists who offers IV sedation. This is a huge attractor. I thought of Comfort First Periodontal. Three: We are also about total health. It has been shown periodontal disease is directly linked to systemic disease in the body. Haven't come up with anything for this. It may be this one deserves a place on the webpage. I am open to any of your thoughts! I am leaning more towards Comfort First Periodontal.
  • Posted by Gary Bloomer on 6/27/2011 at 9:49 PM Accepted
    Dear royalwuff1,

    What you stand for, the thing you promise, the thing you deliver, year in, year out? That's your brand.

    Your brand is the memory you sear into your patient's minds. Forget being a pilot and fly fishing. They've got nothing to do with the service you offer. Your name is your brand. Your personality is your brand. The way you make people feel is your brand.

    Brands empower people, brands drive new business, brands that deliver again and again, and brands that people talk to other people about, these are the kinds of brands that develop and that expand businesses.

    To emphasize the power of the brand you've been building for the last 20 years, simply tell people who you are, what you do, what your services can do for people, and what you want people to do next in order to do business with you.

    A brand is an essential truth well told and well remembered. So, to build your brand, simply tell people what you do and get yourself remembered for the best of reasons.

    Good luck to you.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Princeton, NJ, USA
  • Posted on 6/27/2011 at 9:55 PM Author
    Gary,

    Thanks for your response. As I said before, I have walked away from the brand having to do with any of my passions. So, we are in agreement.

    I completely agree with everything you have said.

    The brand I am considering at this point is: Southwest Periodontal Solutions.

    Thank you for being so positive!
  • Posted by mgoodman on 6/28/2011 at 8:15 AM Moderator
    "Solutions" is trite and overused. It is also a weak word because it is non-specific. If I have problem A, I want to know that you can fix problem A, not that you have "solutions" to an undefined problem (that may or may not be mine).

    My suggestion: Lose "Solutions" fast.
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