Posts Tagged ‘branding’

Emotional Branding

Tuesday 24th June 2014

We believe Emotional Branding is central to responsive dental marketing, i.e. understanding people’s concerns, fears and aspirations (especially as dentistry is a lot about appearance, confidence and trust).

Interestingly, we note that now SoftBank in Japan have developed a robot that is capable of deciphering emotions. 

It can tell if you’ve had a bad day and are feeling stressed or if you’re feeling sad and need a shoulder to cry on.

All very well – but for your dental marketing you’d be better off talking to Dental Focus, who as part of their strategy, interpret and understand how human emotions can drive dental patients.

For now, we do not rely much on human-like robots using proprietary algorithms and voice recognition technology. 

Call Dental Focus: 020 7183 8388

See more at:

http://www.sitepronews.com/2014/06/06/pepper-robot-can-read-human-emotions/?utm_source=newsletter+-+2014-06-07&utm_medium=email&utm_campaign=Article%2BUpdate

 

Best Practice in Digital Design for a Dental Practice

Thursday 12th June 2014

Creative design is becoming steadily more important in the digital age for dentistry – not less so.

More and more practices are seeking to and are able to, provide their patients with the best and most beautifully designed experiences – across all digital touch points.

They can now communicate, utilising the highest standard of creative marketing excellence, across email, mobile, social, display and web.

That’s what we do at Dental Focus. Literally we first ‘focus’ on the dental marketing message, and then the most effective means of innovative execution.

For creativity across all technologies and to glimpse the future of marketing, come and talk to Dental Focus: 020 7183 8388.

 

Make Polling part of your Social Media strategy

Thursday 29th May 2014

‘Polling’ is a very powerful tool that dental practices can use as part of their social strategy (to market the practice).

Big brands often pay a lot of money to have outside services and companies survey customers to get product feedback. Others use social listening tools to see what people are saying about their products.

But dental practices can be more direct and go straight to patients on a social media channel.

Please see this (please just read ‘patients’ instead of ‘customers’):

http://searchenginewatch.com/article/2346906/5-Reasons-to-Include-Polling-in-Your-Social-Media-Strategy

EMOTIONAL BRANDING

Friday 18th October 2013

This is a term used within marketing that refers to building a brand that appeals directly to a client’s emotional state and aspirations. It triggers an emotional response. In the case of a dentist, a patient could want to visit a certain practice, even though the patient may not be able to fully rationalize the reason for his or her choice.

Emotional brands develop a strong attachment, a feeling of bonding, of common purpose (with the patient). Examples of non dental brands that have this ‘mojo’ include Apple, Nike and Starbucks. Each of them, although seemingly part of the ‘establishment’, challenge conventions a bit. So a high tech computer company has a fruit as an icon! A sportswear company says: ”Just do it” (i.e. ‘you take control’)! A massive coffee chain individualizes every outlet to make it unique and relevant to each location’s surroundings! This makes each brand more ‘personal’, more ‘emotional’ (challenge “big brother”, think ‘local’, personalize your message).

With Dental Focus, the ‘df’ symbol represents, not only the initials ‘d’ & ‘f’, but also: 1) the ‘infinity’ symbol – because of the infinite complex solutions and online options offered, and 2) a ‘£’ sign – because of the increased revenue dental practices will experience.

A generation ago, brands were dismissed by some as being devoid of value. But in the internet age, we can encounter so many brands at the instant click of a button. Now each of us are brands ourselves (with the help of Facebook, Twitter, etc) – we create online ‘brand’ profiles for ourselves, reflecting our personality, our interests, our social circles, our professions. We each have our own story to tell.

‘Want-needs’ can also be very much part of emotional branding. These are about generating an emotional desire so powerful that … it has to be satisfied, no matter what the cost. So to turn a ‘want’ into a ‘want-need’, a dentist could impose scarcity (only four ‘20% off’ teeth whitenings left).

Likewise, if you were aware that your website was under-performing (because of design ineffectiveness, non-compliance or inaccessibility across different devices), wouldn’t you want to know why you were missing out….

But to deal with this particular “want-need”, just contact Dental Focus.

adrian-blogAdrian Adler is “the Wizard” at Dental Focus Web Design.

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If you have any questions or need help, email us or call 020 7183 8388.

The Definition of a Website

Thursday 19th September 2013

What is the definition of a website? Is it primarily an exercise in technology or a business tool?

The World Wide Web has undergone a lot of change over the years, but should it stop there? And more importantly are the users completely satisfied with it?

The definition according to Wikipedia is “A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet address known as a Uniform Resource Locator”  But how far do you agree? Is there more to a website?

For the individual brands, their website comes to life when the project is given to those who create it – the designers, developers, SEO professionals etc). Until the website goes live, it is considered an expense whilst after it is live it’s considered an asset.  It is vital to plan a website, including owning the website, planning, design optimization etc, as it all improves communication.

The design of the website is usually the first thing people choose to get involved with, but more times than not, people don’t think of a problem before going ahead with the design of the website. As they have not addressed the relevant questions such as target audiences.

Websites can generate customers when created effectively, as visitors to the website become customers to the business. If the website doesn’t attract new audiences, then the website has failed.  For many businesses they invest large amounts of money in a website so it should support the immediate and long-term goals of the business. 

So, all in all back to the original question, should the term ‘website’ be redefined? To read more information on this argument we have provided you this link to an article:

http://searchenginewatch.com/article/2293329/Its-Time-to-Update-the-Definition-of-a-Website