Should a dental practice’s marketing make the doctor’s name ‘the brand’?
Yes. The practice name is generic noise. ‘Smith Dental Associates’ or ‘Sunshine Family Dentistry’ creates no recognition. The doctor’s name as the brand does. Patients remember ‘Dr. Smith, the implant guy in Cleveland’ before they remember the corporate name above the door. Use the doctor’s name in marketing copy, on the website, in community sponsorships, and in promotional materials. The marketing dollar buys recognition for that name. Once enough recognition compounds, the name itself drives inbound interest. New patients call asking specifically for the named doctor. That is what celebrity-level branding does at the practice level: it makes the doctor’s name the search term and the conversion driver, not the practice’s corporate identifier.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.