Branding in dentistry: A historical and modern approach to a new trend

Marina Devetziadou; Maria Αntoniadou

doi:10.30574/gscarr.2020.3.3.0038

Authors

Marina Devetziadou Graduate of Dental School, National and Kapodistrian University of Athens, Greece.
Maria Αntoniadou Department of Operative Dentistry, Dental School, National and Kapodistrian University of Athens, Greece.

DOI:

https://doi.org/10.30574/gscarr.2020.3.3.0038

Keywords:

Dental branding, Dental marketing, Online presence, Media branding, Interactive marketing

Abstract

Branding in dentistry is not a new project. It aims to establish a significant and differentiated presence in the health market that attracts and retains loyal patients. This is accomplished by giving a meaning to the private practice and creating and shaping a unique name and impression in the patients’ minds. In this article, a modern approach to the term of branding and its importance in dentistry is applied based on current media, social trends and today’s marketing communications environment. Glances are given into the concept of patient-based brand equity and the various ways that current pioneer marketing entities can build it. Negative and positive ways of effective branding techniques for dentists are also discussed. Additionally, the reasons which make the online presence of a dental brand imperative are numbered and suggestions for online branding are reported. Innovative branding ideas are further included relied on pioneer marketing techniques. Finally, this article contains an assessment guide for a dental brand and series of advantages that it brings to the modern dental practice.

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