Have you ever been online searching for a new repair service, and after visiting a few websites, you notice the same image of the smiling young woman wearing a headset, ready to take your call? Or maybe you have searched for a more professional service like a new accountant or an attorney, and you saw the same photo of a diverse group of business people wearing suits and standing together, ready to take you on as one of their clients.
Most patients want to feel connected with your practice. The best way to achieve this is through real imagery. Yes, stock imagery is more cost effective. However, there is no better way to engage your patients than through your practice’s personality.
Photographer Bob Thompson of Thompson Brand Images has been producing creative and incisive images for businesses and individuals for more than 20 years. He has 5 pointers for building your brand and, thus, your dental practice with authentic images.
Market to Fit Your Practice’s Personality
You want your prospective patients to get a good feeling about your practice from the moment they land on your homepage. Cohesive color schemes and lighting effects in your images are a good place to start. Perhaps you have already considered these factors in selecting your stock imagery, but too much of a difference from how your practice really looks can have a more intuitive patient heading right back out the door.
Visually Introduce Your Staff on Your Website
Putting names to faces ahead of time can help allay some of your new patients’ anxieties when it comes to seeing the dentist. Remember to tie these photos into your office’s overall theme, having employees wear colors that match or contrast effectively with the office colors. And, of course, smile!
Use Camera Phones to Inspire Consumer Confidence
Dental marketing through social media is becoming standard practice. A quick, candid snapshot and caption can go a long way in boosting your brand. Make sure you review your photos and select only the clearest, best-lit ones to publish. Also, don’t forget to include a heartwarming story.
Match Your Illustrations with Your Message
Finding an image to match the message on your website is a massive challenge. Instead, take photos of what actually happens in your dental practice. Then, describe what those photos are portraying.
Avoid Too Much Staging
Try to take candid photos, even when photographing your staff, so your practice will look more trustworthy than if everyone is staged and unnatural. Just make sure no one is frowning or upset in the photos you ultimately use
What’s Next?
The more professional and consistent your online dental marketing is, the more patients you will attract to your practice. Prospective patients want to see what sort of atmosphere they will be treated in, what kind of work is done, and what sort of people will be treating them. Only original images can successfully show your clients these highly influential factors.
With over a decade of experience in corporate dental laboratory marketing and brand development, Jackie Ulasewich decided to take her passion for the dental business and marketing to the next level by founding Vantage Point Partners. Since starting her company, she and her team have helped a wide variety of business owners all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns. When she isn’t helping business owners reach their full potential, she can be found at the beach with her three dogs or immersed in everything food-related with her large Italian family. To learn more about how she can help you strategize and optimize your marketing activities, call (352) 428-9144 or email Jackie@vantagepointpartner.com.
