Last month I was speaking at the Texas State Dental Meeting and on Saturday morning had a chance to step in and listen to Kirk Behrendt of ACT Dental Practice Coaching. I came in just in time to catch his discussion on the importance of your office sign. I was floored when he shared that your sign may be the second highest referral source into the practice. As I’m listening I am trying to remember what my sign looks like? Actually where is it would be a better place to start, and making sure it is clearly visible to passersby.
I started writing down ideas, so once I locate my sign I can get to work. First I need to make sure my sign is in good condition, that the physical appearance and paint are consistent with what our practice represents. Next I will make sure that the area around my sign is clean and neat, maybe invest in having some new landscaping done in that area. While we are at it I will make sure that we have adequate lighting so the sign is visible and can be read in the evenings.
In reality it may be time to invest in new signage, one of the things I heard loud and clear is to make sure your sign represents you and clearly communicates who and what your practice is about. Just saying “Dentist”, probably won’t differentiate your office from any other. The exact language will require some thought as the type of patients it brings in are directly related to what it says. Using the language “Family Dentistry” would be inconsistent with trying to phase out seeing children, and saying “New Patients Welcome” may help bring in more calls.
I for one will be working on improving my signage, and inviting the community in to get to know our team!