Wired for Success: Using Your Logo to Brand Your Practice by Alan A. Curtis, DDS, MS, Editorial Director, Orthotown Magazine

Categories: Anesthesia;
 

Using Your Logo to Brand Your Practice

by Alan A. Curtis, DDS, MS, Editorial Director, Orthotown Magazine

Every month, my marketing coordinator and I sit down and review our monthly marketing calendar and budget. The calendar is broken down by marketing category. We seek to fill each cell every month to make sure we have a diverse spread of marketing efforts so that not all of our efforts are put in one basket.

These include:
  • Team to team
  • Doctor to doctor
  • Community involvement
  • Sponsorships
  • Internet
  • Social media
  • Internal marketing contests
  • Brand perpetuation
We've nicknamed this final category—Brand perpetuation— stuff with our logo on it. In this month's column, I wanted to show and tell what we've done with our logo to perpetuate our brand in our marketing area.

Business cards are a small, inexpensive but important way you communicate the image and quality of your business. Business cards get attached to gifts, estimates and are used by existing patients to invite their friends and family to become patients too.

We are big fans of using T-shirts to create community awareness of the practice! Create a cool shirt (that people will actually want to wear) and you'll have a community of beautiful, satisfi ed patients acting as walking billboards for your practice! It's important to incentivize your patients to wear their shirts to their appointments (and more importantly, to school and work). We give out raffl e tickets to patients for doing things we want them to do (connect on social media, brush their teeth, refer friends etc). It's amazing what people will do for a chance to win an amazing prize.

Additionally, we place our logo on letterhead, pens, referral pads, walk-out folders, tablecloths, pop-up tents, vinyl banners, calendars, temporary tattoos, footballs, backpacks, ribbon, chap stick, water bottles and stickers for everything else. The more these items are used and seen by your patients and their friends, the more your brand will be perpetuated in your community.

What creative ways are you using your logo to brand your practice in the community?



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