How to Develop Brand Messaging That Attracts High-Value Patients

“The first thing you should always do with brand messaging is think ‘Who is that person?’ Imagine that one patient that you want more of. And then really dig into what were their pain points, their desires, and fears, and that’s beyond dentistry. Additionally, developing internal guides, such as tone and style guides and messaging guides, specifically for various teams, including sales teams, is crucial. These guides ensure that all customer-facing roles, especially sales teams, communicate a cohesive brand message, which is essential for building consistency and trust with customers.”

Mel Bosshardt-Marketing Director-Marketly

Key takeaways:

• Brand messaging should be clear, unique, and patient-focused.
• Build authentic connections with potential patients.
• Define your target audience and speak directly to their needs.
• Develop a unique brand voice that feels authentic and consistent.
• Use storytelling to connect emotionally with patients.
• Refine your brand messaging strategy based on feedback and results.
• Emphasize the importance of brand recognition. A specific brand with unique and memorable messaging, like Nike’s well-known slogan and logo, can achieve immediate identification.

Introduction to brand messaging

Brand messaging refers to the process of creating and communicating a unique and consistent message that reflects a brand’s values, personality, and value proposition. It’s not just about what you say, but how you say it and the feeling it evokes in your audience.

A strong brand messaging framework is essential for creating a consistent brand image, including messaging across all marketing channels and touchpoints.

Why is brand messaging important? It helps build brand recognition, establishes trust with potential customers, and differentiates your brand from competitors. It can increase brand loyalty, drive sales, and ultimately help you achieve your marketing goals.

Think of it as the backbone of your brand strategy—without it, your marketing efforts can feel disjointed and ineffective.

By developing a well-crafted brand messaging strategy, you ensure that every piece of communication, from your website copy to your social media posts, aligns with your brand’s identity and resonates with your audience.

This consistency strengthens your brand image and makes your brand more memorable and trustworthy.

Understanding the target audience

Understanding your target audience is a critical step in creating effective brand messaging. It’s about knowing who your ideal customers are, what they need, and what motivates them.

This involves identifying their demographics, needs, preferences, and pain points. The more you know about your target audience, the better you can tailor your brand message to resonate with them.

Start by conducting market research, gathering customer feedback, and analyzing demographic data. These insights will help you create a detailed profile of your target audience.

Ask yourself: What are their biggest challenges? What do they value most in a dental practice? Where do they spend their time online?

Understanding your target audience enables you to craft a brand message that speaks directly to their needs and interests. This not only increases the likelihood of conversion but also fosters brand loyalty. Remember, your brand message should align with your target audience’s expectations and reflect their values and interests.

Brand messaging: what it is and why it matters

Ever wonder why some dental practices attract patients who stick around, rave about their experience, and refer their friends?

It all comes down to brand messaging. If you’re still saying, “We treat you like family,” we’ve got news for you—it’s time to create a brand that actually stands out.

Brand messaging refers to how you communicate who you are, what you do, and why patients should choose you. A well-crafted elevator pitch can succinctly summarize your brand’s value and identity, making it a crucial element in marketing communication.

It’s more than words—it’s the feeling patients get when interacting with your practice. Get this right and build trust, recognition, and loyalty.

So, how do we develop a strong brand messaging framework that attracts the right patients?

Let’s get into it.

Understanding brand values

Brand values are the core principles that guide your brand’s actions and decisions. They are the foundation of your brand’s identity and are crucial in shaping your brand messaging.

Think of them as the guiding lights that keep your brand on course.

If your brand values include quality, customer service, innovation, and sustainability, these values should be reflected in your brand messaging. This ensures that every communication aligns with what your brand stands for.

This authenticity helps build trust with your audience and establishes a strong brand identity.

When your brand messaging consistently communicates your values, it resonates more deeply with your target audience. They see that your brand stands for something meaningful and aligns with their values.

This connection fosters loyalty and makes your brand more memorable.

Understanding and communicating your brand values is essential for creating authentic and consistent brand messaging. It helps build trust, establish a strong brand identity, and connect with your audience on a deeper level.

Connecting authentically with patients

Build a strong dental brand by connecting authentically with your ideal patients. Focus on their needs, share your story, and consistently deliver your message everywhere.

• Identify your patient avatar—Define your ideal patient to attract more like them.
• Understand their needs—Address their fears, desires, and pain points in your messaging.
• Share your story—Be authentic (e.g., humor, values) to build trust.
• Live your core values—Align messaging with values (e.g., “Dentistry done right”). Reflecting your company’s values in your brand messaging builds trust and authenticity.
• Show up everywhere—Consistent visibility (social media, emails, videos) builds brand equity.

By staying authentic and consistent, you’ll identify and attract loyal patients who feel connected to you before they even walk into your office.

Identifying your target audience

You can’t craft a message if you don’t know who you’re talking to. That’s where your target audience comes in.

Instead of marketing to everyone, focus on the ideal customer—the patient you’d love to see more often.

Ask yourself:

• What are their biggest pain points? Fear of the dentist, cost concerns, lack of time?
• What do they value? A warm and welcoming atmosphere, cutting-edge technology, or pain-free treatments?
• Where do they hang out? Are they scrolling through social media platforms, reading Google reviews, or relying on word-of-mouth referrals?

Once you identify your target market, you can tailor your brand messaging strategy to speak directly to them.

Additionally, developing a visual identity that aligns with your brand values is crucial for creating a cohesive external presence.

Crafting a unique brand voice

Think about your brand personality—how would you describe it? Are you warm and friendly? High-tech and efficient? Quirky and fun?

Whatever it is, make sure it’s authentic and consistent across all marketing channels.

A unique brand voice should be:

• Authentic—Patients can spot fluff a mile away.
• Memorable—Avoid generic phrases like “caring team” or “state-of-the-art dentistry.”
• Engaging—Speak in a way that resonates with your potential customers.

Understanding and targeting a specific audience is crucial for creating messaging that resonates emotionally, making your connection with your ideal audience essential for successful outreach.

Your tone of voice should reflect your company’s values and be present in everything from your website copy to social media posts and marketing materials.

Creating a brand positioning statement

“You [solve this problem] by providing [unique value], so you can [benefit].”

For example:

“You get a healthy, confident smile—without the hassle—thanks to same-day dental solutions designed for busy professionals.”

Compare that to “We’re a full-service dental office.” One speaks directly to the patient’s needs, while the other is vague and uninspiring.

A brand promise is crucial in defining a company’s identity and guiding its messaging strategy. It serves as a concise summary that captures the brand’s essence and helps align communication with its values and personality.

“When you use ‘we’ in your messaging, you’re just talking about yourself—and the truth is, most people don’t care about that. What they really care about is themselves, their challenges, and how you can help them. Shift the focus from we to you, and you’ll create a message that resonates, builds trust, and drives action.”

Mel Bosshardt-Marketing Director-Marketly

Telling your brand story

Facts tell, but stories sell. People remember brand stories more than bullet points. Share stories about:

Why you started your practice.

How you’ve helped patients overcome their dental fears.

What sets your practice apart.

Stories from the patient’s perspective.

Using as few words as possible to effectively communicate your brand’s story can quickly capture potential customers’ interest.

For example, instead of saying, “We use the latest technology,” share a story about how your marketing efforts helped a nervous patient get a life-changing smile makeover.

“Why are stories so effective? Because the human brain is attracted to stories. There was a study done where when someone heard a story, it found that dopamine was released in the brain. It gives you those fuzzy, warm feelings of love and everything.

People are just more attracted to that. If they see themselves in that person, they can do it, and I can do it, too. So maybe this guy is the guy I need to talk to.”

Mel Bosshardt-Marketing Director-Marketly

Ensuring brand consistency across platforms

Your brand messaging encapsulates everything from your website to your social media ads, search ads, and even how your front desk answers the phone. If your message is scattered, your brand recognition will suffer.

Articulating compelling value propositions is crucial for aligning brand messaging across various marketing channels, ensuring consistency, and strengthening brand identity.

Key components of cohesive brand messaging:

A clear mission statement and vision statement.

A well-defined brand value and brand identity.

Aligned internal brand messaging and external brand messaging.

A brand messaging framework that guides your team on how to communicate.

A unique value proposition that defines what differentiates your brand from its competitors.

Your brand speaks every time you interact with a patient. Make sure it’s saying something meaningful.

Testing and refining your brand messaging

Your first attempt at brand messaging won’t be perfect—and that’s okay. Test different messages in your marketing campaigns, get feedback, and refine.

It’s crucial to convey what makes your brand unique to attract customers. Highlight the benefits that distinguish your brand in a crowded market.

Ways to test your messaging:

A/B tests in social media ads to see which messages get the most engagement.

Ask your front desk which phrases resonate with new callers.

Monitor marketing channels for patient reactions and adjust as needed.

Essential components like slogans or taglines are vital in effectively communicating your brand’s message.

A strong brand messaging framework evolves as your practice grows. Keep tweaking it until it feels right.

“A small Facebook split test, even $100, yields valuable data on patient preferences. Test headlines like ‘confidence,’ ‘fixing missing teeth,’ ‘care for your family,’ and ‘anxiety and judgment-free’ to see what clicks. Combine this with patient feedback about what attracted them for actionable insights.”

Dominique Farrar-Marketly CMO

Wrapping it all up

Effective brand messaging is what makes patients choose you over the dentist down the street.

You’ll attract patients who genuinely value what you offer when you define your brand strategy, understand your target customers, and craft a brand positioning statement that speaks to their needs.

External messaging is crucial in maintaining a cohesive marketing strategy, as it conveys actionable and informative content to potential customers.

So, take the time to develop your own brand messaging framework—your future patients (and your bottom line) will thank you.