Like any business, dentists need to market their dental practice in ways that build and nurture trust.
Think about all the brands that have gained your trust over the years. Every time you pick up a bottle of Coca-Cola®, you know exactly how it will taste, and the company has spent an enormous amount of time, energy, and money to ensure that trust is there.
The same goes for your favorite restaurant, your favorite clothing line, and your favorite dentist (though you might not always think of the latter the same way you do your morning bowl of cereal).
As a dentist, you don’t always have the time to think of your practice as a brand, and who could blame you? But if you want to make an impact on patients and garner their trust, you need to think critically about the way you present your practice to the world.
You’re more than a dental professional
If you’re constantly thinking about how you present yourself to patients (e.g. Am I smiling enough? Am I asking enough questions?) you’re doing something right because you already recognize the importance of presentation in building brand trust.
Don’t limit yourself to the single role of a dental professional. You need to be known to make an impact, so consider yourself a part-time marketer too. Think about ways to increase your exposure in the community, be it through volunteering at events, sending out high-quality information to patients, or even partnering with other local businesses.
The more people can recognize your face, the more they will have your trust and respect.
The power of transparency
Transparency is everything when marketing a dental office, though it’s an industry that people are often fearful of. A trip to the dentist is not at the top of everyone’s list but if your patients know what to expect when they step in your office, they just might be a little less fearful.
Put effort toward being honest and authentic about yourself, your practice, and the services you can or cannot offer. For example, if you know that a competitor is charging less for the same service you provide, be truthful about why even though you are charging more, the quality or attention you provide makes your business a worthwhile investment.
Make it personal

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A dental goodie bag with a business card, flyer, toothpaste, and such is pretty standard in the dental industry for patients to receive after their visit, but these parting gifts aren’t always enough to instill trust. You’ll need something with more staying power, like your Start Healthy magazine, one of four personally branded magazines produced and published by ReminderMedia.
Giving patients something more personal can create a stronger bond and maintain a more trusting relationship. Including a copy of Start Healthy along with items pertinent to them (e.g. their preferred flavor of mouthwash or this free “change your toothbrush” reminder tag) will secure their attention and future business.
When building trust for your dental brand, the best thing to do is to consider what you expect from your favorite products and services. What values do you look for, and how can you duplicate those values for success in your practice? You’d be surprised how far a few simple modifications to your marketing strategy can go.