Marketing is all about branding, name recognition and most importantly, perception.
Following on from the themes explored in the last edition regarding internal and external signage design, here’s an example: imagine there are two dental surgeries located on the same street, positioned side by side.
One practice presents itself beautifully with attention paid to the design of an appropriate logo and visually appealing signage - the overall effect of these design details causes the practice to appear welcoming to new patients. Practice flyers are available at the door, clearly detailing the services, facilities and technologies available.
Conversely, the other practice does not appear to have an identifiable logo, certainly there are no graphics branding it as visually distinct or unique. The practice shop front sign is outdated and pieces of paper sticky-taped to the inside of the windows describe the procedures available to patients.
Your demographic will decide which practice is more appropriate for them. It is clear which practice a patient from the professional class would be more drawn to.
If you are using conflicting colours in your graphics, alternating between typefaces and your signs are either non-existent or old, then that will attract the lower end of the market and that may be your clear preference.
If you want your practice to attract patients from the professional sector, your marketing and presentation will need to be designed to appeal to this demographic. It is your choice what sort of patients you want your marketing to entice.
Whilst in reality, direct competition may not literally be next door; the premise remains the same. Clearly, the perception is that the more attractive, professionally designed and presented practice will give better care.
For Further Details on The Art Of Details: Business Card Design >>
