Choosing the Right Name for Your Practice

By: Fernando Diaz-Lundstedt

As the field of dentistry becomes more crowded and competitive, it get harder and harder to stand out from the crowd. Unless your name sets you apart from your competitors, your marketing efforts may unwittingly send potential patients to dental practices with names similar to yours.

Choose a name for your practice that sends a clear, distinct message about who you are, what you do and how you differ from the other dental practices in your area. An effective name also projects a distinguishing benefit to potential patients and positions you as the dental provider of choice.


"Do's and Don'ts" of Selecting a Name

When choosing a name for your practice, keep the following in mind.

Do:
Pick a name that conveys a positive image and a good feeling to your patients.
Keep it short, distinctive and memorable; something that causes you to stand out from the crowd.
Strive for congruency and consistency between your name and the type of dental services you offer. For example, don't try to appeal to the upscale patient if your office isn't designed to offer the premium services those type of patients require.
Try to have your name answer the key marketing question: Why should I select you as my dentist?


Don't:
Use just your name and initials, especially if you have a common last name. "D. G. Smith Dentistry," for example, conveys nothing about your marketing identity or the unique features of your practice. It also lumps you into one indistinguishable category with all the other "Smith" dentists in your area.
Settle for generic names like "Family Dentistry" or "ABC Dental Group." They come across as bland and lacking in emotional appeal.
Use location-based names, such as "Oxnard Dental Group" or "East County Dentistry." Location-based names represent the #1 culprit in losing patients to other practices, especially in large geographic areas that are likely to have several practices with similar names.
Use cutesy, flashy or pretentious names that may mislead patients about the nature and identity of your practice.


Add a Tagline
In some cases, it may not be prudent or feasible to change your practice name. In those situations, consider adding a tagline to make your name more distinctive and memorable. For example:

J. T. Williams Dentistry
The "One-Stop Smile Shop"

Or, suppose you wanted to target the young child market. You might add on a tagline like:

Jones & Smith Dental Practice
The "Kid-Friendly" Dentists

When using a tagline, be sure to include it with all your marketing materials, so that it becomes synonymous with your name. The ultimate goal is to remove any guesswork from the minds of prospective patients so that when they think of you, they don't call your competitor by mistake.

Say it Loud, Say it Proud!

With or without a tagline, don't beat around the bush with your name. If your objective is to position your dental practice as a place for easy smiles and easy payments, say it! Don't worry about whether or not your competitors also offer outside financing. Take the lead in promoting that added convenience and communicate that distinctive position in your name. By doing so you will make an immediate impact with prospective new patients. More important, you will set your self apart from competitors -- even those who offer the same services.

One of the best names I have run across recently is "BriteSmile," a rapidly growing chain of dental offices that specializes in upscale cosmetic dentistry. Their name is simple and easy to remember. It conveys a positive, upbeat message. It clearly indicates the focus and identity of the practice. Above all, it speaks directly to its target audience -- people with higher than average disposable income who are concerned about their appearance.

In today's increasingly congested markets, a distinctive name provides an important tool for catching the attention of prospective patients. Once you have their attention, then you can use other marketing tools to help position your practice and gain top of mind awareness with your target market.

LIST OF SOME NAMES OF DENTAL CLINIC
Aesthetic Dental Clinic
Aesthetic Dental Care
Smile Dental Clinic
Smile Dental Care
Care And Cure Dental Clinic
Dental Wellness Center
City Dental Care
DentaCare
Dentallign Clinic
Dentcare Dental Clinic
Family Dental Care Center
Fillings- The Dental Care
Orocare
Orocare Dental Center
Smile Care
Smile Center
Smile n Shine
Smiline
Dental Spa
The Tooth Place
Oral Care Clinic
Orocare center
Oro-Dental Healthcare center
Oral Health Clinic
Shine Dental Clinic
Dental Health Clinic
Thirty-Two