Collateral

Your practice may not be the size of Pepsi, or General Motors, but as a business man or woman, it's your job to market it the same way those kinds of companies do - and that's through branding. Collateral is the kind of marketing that helps make your practice a brand.

Business cards, brochures, appointment cards, recall card, Thank-you notes and gift certificates are all something you should have readily available in your office so that patients may take one. Now this type of collateral marketing just became referral material, as your patient passes it a long to a friend looking for a new dentist. Have a competent company design you a logo, and use this logo on all your material. (Also feature this logo on your website and signage!) Make sure your website address is all your collateral marketing material. Also, send the designer of your brochures pictures of yourself, your staff and your office. All these things are the type of things a potential new patient wants to see before making that first phone call for an appointment.

Another helpful hint: When having collateral marketing materials printed, choose the minimum quantity. You will want to change these frequently. As technology as progresses, your office will have new technologies and procedures you want to market. Also, staff turnover is something to consider. While it's always nice to show patients a smiling picture of your beautiful staff, an ex-employee may not want to be something you want to look at every time you open your new brochure.