If you’re only worried about the quality of your dentistry, you will always struggle to grow your practice. Patients rarely remember how amazing your dentistry is, only thinking about it when something goes wrong.
What they do remember is how they feel when they’re at your practice. They remember what your practice does that other practices don’t do. They remember what makes you and your practice unique.
Quality dentistry is something they expect. It doesn’t make you stand out. What you do other than dentistry will help you stand out. If you do good things and delight patients for the better, you will stand out in a good way. If you don’t, you’ll either be forgotten or stand out in a bad way.
One of my favorite ways to stand out in a good way is to support important causes in your local community and the world at large. Not only is it good for the world but people prefer products or services from companies that participate in social responsibility. Patients like to know getting treatment from you means they’re funding philanthropic efforts. And it’ll give them talking points to bring you up to their family, friends, and colleagues.
Here are three simple steps to improve your practice brand while doing good in the world.
1. Determine a charitable cause that you’re passionate about.
What is meaningful to you? What do you stand for? Do you want to be known for something specific? What do you want your legacy to be? Ask yourself these questions and get input on your team to find a cause every one of you can get behind.
This will help you determine what you can focus on in regards to your charity efforts. It will increase the sense of fulfillment you’ll get from being charitable as well because you’ll be giving to something that’s personally significant to you.
2. Partner with a charity or organization that supports that cause.
There’s a nonprofit charity or organization that aligns with almost any value you’re passionate about. Once you find the right one, reach out to them and ask about partnership opportunities.
This partnership could be something as simple as making monthly donations to something more involved. Many organizations have formal joint venture structures and even joint promotion materials.
3. Be loud and proud about your charitable partnership.
If you want to fly under the radar, that’s very respectable. But it’s not going to mean much in regards to building your brand. If people don’t know about your charitable partnerships, they’re not going to be as motivated to come into your practice as they would be if they knew what you’re doing with the money they spend for treatment.
You can get the word out by sponsoring events, doing public events for the communities you’re giving to, through marketing campaigns, or whatever else you can think of that’ll get the word out there. Help people become aware of your purpose and they’ll become aware of your practice as a result.
What charitable cause are you passionate about?
We got into the business of dentistry to improve the lives of our patients but that doesn’t mean we’re limited to changing lives through dentistry alone. That said, dentistry is what we’re best at, and offering charitable dentistry can be a great way to give back while building our brands.
If you want help with building your brand, join the Delivering WOW Platinum Coaching Program where you can access top training and coaching from experts in all facets of running a high-growth dental practice.