In 1905, a handlebar-mustached chemist by the name of Alford Einhorn sat in his Germany lab synthesizing procaine for the first time. He would go on to patent his invention under the name Novocaine; nov is the Latin word for “new” and caine, a common suffix for “alkaloids.”
The topical anesthetic grew so popular in use that patients today ask for it by name and sometimes assume that all pain reduction medications used by their dentist bear the same name.
For fun, here are a few more of the most familiar brand names in the world:
- Scotch tape
- Bubble wrap
How do brand names like Kleenex, Xerox and Google grow so ubiquitous as to become part of the fabric of our language – verbs even, in the latter two examples?
These brand names have one thing in common: extraordinary brand awareness. Their marketers put these names in front of the target audience so often and in such clever ways as to make them stick in consumers’ minds for years to come.
What can a dental practice learn from this?
That awareness matters.
Here are a few marketing tactics that bring brand awareness to a dental practice:
- Appointment cards
- Radio and television ads
- Reputation management
- Impressions from online ads (Google, Yelp, etc.)
- Post reach on social media
- Community events and open houses
While these tactics may not immediately translate into new patient numbers, they do strengthen recall and reputation, and they will eventually cause a boost in production. When run consistently and in tandem with nurture marketing and direct marketing, awareness marketing builds a rock-solid foundation for total marketing success.
We attracted 323,002 new sets of eyeballs on a client’s practice in just six months, thanks to awareness marketing. That translated to 297 new patients in the same time period. Before they become a patient, they must become aware of the practice.
What are you doing to expand awareness of your practice?