Name Recognition

Naming Your Practice

The first step in developing name recognition is creating a name that is easily recognized and associated with your dental practice.  Your mother may be thrilled with your name especially since it begins with “Dr.”, however, since “Dr.” is at the beginning of every physician, dentist, podiatrist, veterinarian, psychologist, and philosopher, naming your practice after yourself does nothing to distinguish you from everyone else.

Your practice name announces who you are and what you stand for. It acts as a directory of services.  Your practice name jumpstarts you to success or drags you down in failure.  It lumps you with the rest of the crowd or helps you stand out.

What makes your practice name a good name?

• When it is easy to remember
• When it is simple to pronounce
• When it presents an easy understanding of what you do
• When it has a positive ring to it
• When it specifies the type of patient you serve
• When it describes a geographic area, while not being too limited

For example, Steven Schwartz, DDS is pretty non-descriptive.  Steven Schwartz, DMD is worse because some potential patients may not be familiar with the DMD degree in dentistry and may mistake the dentist for a physician.  Even if patients recognize the degree, they do not realize the dentist specializes in pediatric dentistry.  For some people the name “Schwartz” is difficult to pronounce and spell, i.e., Schwarz, Shwarz, and Shorts.  There may be other doctors that go by the same last name.

As an alternative, the practice could be identified by a descriptive name such as Staten Island Pediatric Dentistry.  It’s easy to remember and pronounce.  It announces the specialty services and gives a concise description of the category of patient (children) served in the practice.  It describes the area served – the whole borough of Staten Island. Adopting the name Metro New York Pediatric Dentistry might give the impression to Staten Island residents that traveling to this office requires taking a ferry and train to New York City.  If the name South Island Pediatric Dentistry were to be used, it might attract only those patients from the south shore of Staten Island.  North shore patients might prefer seeking a pediatric dentist closer to them.

As a non-specialist, consider putting the words Family or General Dentistry as part of your practice name.  The goal of your practice name is to define but not excessively limit the scope of your patient population.

Click Here To Navigate Within Article >> Abstract Introduction Promotion Goals Name Recognition Enhancing Your Reputation Be Nice References About the Author
	Page 4 of 12
Citation Number: Vol. 3, No. 4, Page 057