What to feature in marketing collateral

Okay, so you're all prepared to get started on a slew of new marketing collateral to make your practice more appealing, and start a brand. Congratulations! However, you have no idea how to get started! Not surprising, as you don't have a degree in marketing - you're a dentist! However, you do have common sense, and a superior understanding of what makes people either APPRECIATE going to the dentist...or completely dread it. Now, you need to play to those factors.

First, start by easing people's fear. These are the people not going to the dentist - they're simply scared. The only way to communicate with these patients is to let them know how gentle, caring, and compassionate you really are. In all your marketing collateral, feature a snippet about you, where you went to school, where you live, what your family is like, and what you do for fun outside the office. They want to know the person pulling and drilling their teeth is a real human being - not the character from Little Shop of Horrors!

Second, always feature examples of your work. You've probably got some beautiful whitening cases, veneers, or implants. Or you might just have a regular cleaning patient with a spectacular set of teeth. Use them! They'll be flattered that you think highly enough of their appearance that you want to feature them in your material, and they'll really appeal to the masses.

Finally, make sure all your marketing collateral has all your practice info, including location, hours of operation, directions, services provided, and receptionists' name, so they can start by having a normal conversation when they call.

Include these basic things in your brochures, pamphlets, magnets, and other collateral, and you've got a great start!