The Power Of External Practice Presentation

A patient’s perception based on exterior appearance and signage should be confirmed rather than confused when they enter the practice. It is also important signage is consistent with marketing collateral such as advertisements, direct mail promotions and practice brochures.

New patients responding to an advertisement or flyer for their first visit, should have their expectations of the practice confirmed by the appearance and format of the signage identifying it.

In terms of practice presentation, external signage design is of particular significance; it holds the ability to influence a patient’s perception of the practice and the services offered. Signage can advertise, educate and inform.

Well-designed signage can ultimately influence decisions. Patients make decisions about the aesthetic strengths of the practitioner, subconsciously, through the appearance of the practice. There is a distinct correlation and congruency between the presentation of a practice and the service being provided.

Environment is a powerful marketing tool for any product or service - it’s important to create interiors that excite and exteriors that invite. Signs everywhere attract us with their stunning visual images, while presenting us with coherent messages.

In order for your practice to portray a cohesive image, to maximise location and to reinforce the nature of the services provided; implement communicative and arresting signage. Effective signage design is paramount to the successful attraction and retention of clientele.

Graphics in the form of signage provide orientation, direction and identification. To achieve effective graphic communication for your practice, determine the suitable signage format, position messages appropriately for viewing distances and utilise salient, relevant information.

It is a good idea to reference dentistry in your signage: if you clearly establish what it is you do, then the right message will be communicated. Establish consistency in sign placements and graphic layouts to create a total environmental statement that provides synergy and a visually distinct message.

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