Separate From The Pack – It’s ALL about BRANDING in Dentistry
One of the most common questions that I receive as The Dental Geek is: “Mike, how do I get my product on a dentist’s radar screen?” I always supply my stock answer, “Brand It Properly”. What I mean by this is MAKE IT MEMORABLE. At any given moment in time, a dental office could be stocking upwards of 40,000 individual products…each of them with a name. I liken dental products to ice cream flavors. Imagine if Baskin Robbins had 40,000 flavors. How many would you really try? Which new flavors would you try? How hard would it be for Baskin Robbins to convince you to stray from your favorite flavor?
That’s it…make it different. Make it appealing. Be VERY careful not to get lost in the shuffle. Do you know how many dental products have the letters DENT in them?
About 10 years ago, I was tasked with naming a new diamond polisher for Dentsply Caulk. It really was an innovative technology…but how do we break through all the other thousands of files, burs and polishers?!? I sat with my then Creative Director, Dawn Fenn. I gave her the sample and she held it and told me that it looked like a little Pogo Stick. That was it! PoGo! Now we had to make it mean something to the dental professional. Luckily we defined it as “polish and Go!” To this day, it was one of my favorite naming exercises and the product did and continues to do an amazing volume of business.
Three Tips when Branding a New Product:
- Keep it simple and memorable
- Make the product MEAN SOMETHING to the dental professional who will be using it
- Find new avenues to penetrate the dentist’s SHARE OF MIND. Always think how you will get her to try a new flavor of ice cream when she has been enjoying Rocky Road for the past 15 years.
Below are some memorable Megabrands in dentistry….think to yourself….what makes them different and memorable?
As always, comments welcomed!