What is Brand Identity?
As defined by Investopedia, a business-focused version of Wikipedia, “a company’s brand identity is how that business wants to be perceived by consumers. The components of the brand (name, logo, tone, tagline, typeface) are created by the business to reflect the value the company is trying to bring to the market and to appeal to its customers.”
People associate an emotion (feeling) to a brand. That’s why individuals have preferences for a certain type of hamburger, soft drink, shoe, or car.
Why is Brand Identity important in the dental marketplace?
Insert “patients” for “customers” and “consumers” in this definition, and you’ll get the picture. In the North American dental marketplace, a vast majority of the public is unaware that there are options for them when it comes to choosing a provider for their family. You are invited to consider how people would choose a restaurant or car dealership if they were not branded. In the absence of information that helps differentiate one product or service from another, people generally choose based on price.
Dentistry, as a profession, has not educated and informed the public about their options for treatment and service providers. As most of us know, there are two basic types of practice – those which are independently owned and operated (the DOO), and third-party controlled (DSO and DMSO). One reason that DSO and DMSO controlled practices have been so successful is that they have taken advantage of the fact that DOO practices have no brand identity. Chain practices may, or may not, be DSO/DMSO controlled.
So, how can we expect the public to make an informed choice?
Brand Identity for your DOO practice
In a newspaper story recently published, an awareness by the public of the existence of DSO, DMSO, and DOO-controlled practices began. This awareness incited interest and action by readers of that article resulting in a large volume of visits to the DOO Network website, emails, and phone calls. The purpose of those activities was to find out if their dentist was controlled by a third party, and to ask for a referral to a doctor-owned and operated practice in their community.
This is evidence that our concept of uniting independent practices under one brand, regardless of their specific differentiation, works. It gives the public confidence that the dentist whom they are entrusting with their family’s care is not influenced by third parties. It gives patients confirmation that their dentist can be trusted to prescribe treatment is not based on fulfilling their “quota”, but rather on the patient’s specific needs and expectations.
This is a new concept. Never before has the public and dental profession been able to identify a brand of dentist. But, never before has dentistry needed to do so to protect their patients’ interests and their identity. This is called disruptive innovation because we are breaking down the old ways of thinking and replacing them with a fresh, new approach to empowering the public and you, as a doctor-owned and operated practice. And like any valuable product or service, there is a cost associated with it.
Brand identity under the Doctor-Owned & Operated Network™ logo and program is very affordable for those dentists who qualify. For as little as $5,000 per year, your practice is licensed to use our logo on your website and in your other promotional activities. Your practice is profiled on the DOO Network site so patients can find you quickly. Because your profile is linked to your practice site, patients can easily connect with you. All of our doctor-members are invited and encouraged to contribute to our blog, so that they can directly provide educational information to the public about dental and related health issues.
Practices that are active members of the Doctor-Owned & Operated Network™ get full access to support, training, and services on the My Practice Matters™ network – giving you an advantage in the increasingly competitive dental marketplace.
As the networks grow, we will be able to create public service announcements, and generally have a more comprehensive promotional campaign that will benefit all of our members and patients throughout North America.
Join us today and be part of the real revolution in dentistry!