The key building blocks of graphic, or corporate identity are: the company logo and related signage.
With these items in place, we can now turn our attention to the task of creating the essential marketing tools that are required to carefully and strategically reach the defined target audience of the practice, i.e. potential clients.
Typically, the essential marketing tools are a brochure or leaflet (possibly a range of specific services leaflets), a website and a series of advertisements for use in local newspapers.
The most important starting point is choosing to develop customised marketing literature, as opposed to purchasing the available generic dental brochures or flyers and adding your practice details to them.
The design and content of such material will bear no relationship to the unique nature of your practice and it therefore sends a meaningless message. How can a patient really believe an endorsement or communication that is quite obviously designed to apply to any practice?
On the other hand, a customised brochure that effectively portrays your unique approach, philosophy, personality and blend of services is a genuine communication. It’s therefore a believable one, which amidst the mass of marketing ‘fluff’ we’re assaulted with so consistently, is something of a rarity.
As such, it will do what good marketing material should in capturing and holding the attention of potential and existing patients alike. In developing any marketing material, communicating your message in the appropriate ‘tone’ is essential to its’ effectiveness.
For example, a brochure written in technical language can intimidate patients or induce anxiety, where a brochure written too casually can seem unprofessional.
