Dos and don'ts for increasing production: Branding your practice

Factors that make your practice special and unique are known as your competitive advantages, and they help determine your practice brand. They are a powerful way to convince patients in your community that your office is their best choice.

Leverage your advantages. Whether it's your caring and compassionate manner, your outstanding customer service, your unparalleled service mix, or your convenient location, let patients know why they should come to your practice. If you don't tell them, who else will?

Don't think branding isn't necessary. For example, you can have particularly strong clinical skills. However, if those talents aren't part of how you differentiate yourself from the rest of the crowd, a valuable marketing opportunity has been lost. You need to develop not only your skills, but also how you promote your competitive advantages.

Roger P. Levin, DDS, is the chairman and CEO of practice management consulting firm Levin Group.

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