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Consistency – the Foundation for Marketing SuccessBy Mike Shoun, CEO
A dental practice, just like any other business, must create and implement a marketing plan to achieve long-term business success. And a successful marketing plan requires consistency. Consistency in marketing moves a business’ product or service into the category of “familiar, trustworthy, and a safe bet.”
Marketing consistency includes harmony and conformity among the goals, themes, designs, appearances, attitudes and messages that are presented in every patient and prospective patient contact and experience. Employing marketing consistency to achieve business success requires: Consistent Branding, Consistent Messages and Consistent Effort.
Branding refers to a business’ style, tone, voice and personality. In this age of multiple media and crowded marketplaces, standardizing your brand is crucial so that your target audience can quickly spot you in the crowd and feel they can trust and rely upon you. Studies and experience show that people are more likely to choose familiar brands over others – branding helps people make decisions more quickly. Your practice benefits every time someone recognizes your brand.
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