Orthodontist’s “cool” approach
If you’re looking to expand your ideas for home care marketing, it helps to look outside your field now and then.
A good example of promoting one’s unique selling proposition is that of Dr. Ejaz Tahir, an orthodontist whose Berwyn, IL practice is called Cool Braces. It’s a name that even dares to skip the traditional word orthodontist on its website home page headline. His colorful site explains that Dr. Tahir is “The Wizard Behind the Smiles.” The home page headline goes beyond simply describing what they do, which other orthodontists do, but says, “The Artistry of Magnetic Smiles.”
A spinning icon invites the viewer to see the doctor’s drawings and origami creations. Thus, you learn that the doctor is a real person with fun hobby interests. The doctor also visits schools with his origami figures, no doubt hoping to find future patients.
On a page called The Cool Braces Difference, it reads, “Once you get the Cool Braces smile, your life opens up and you experience a cosmic force that drives new opportunities and people toward you.”
And when a parent first visits the office with its stylish, post-modern facade, they step into a large room with people everywhere. The parent is given a packet of information that surprisingly explains, among other things, why braces are not a wise idea for children whose teeth are not well formed. Thus, while the doctor might be chasing away patients, he is countering the industry standard of having pushing children at a too-young age to get braces.
So, Dr. Tahir’s brand is not just a big show of excitement and thrilling content writing. But he stands for honesty in explaining why a parent might want to wait a few years before getting this corrective procedure for their child.
Dr. Tahir’s prices are higher than other such practitioners, but his office is busy, and you don’t see anyone in this blue-collar community complaining.
Does that mean that you can win the branding game by updating your website and brochures with bright colors, eye-catching graphics and written copy that thrills the heart? You really need to find something more than that. Then you’ll be in the driver’s seat.
As a home care agency owner, you want to focus on an aspect of your service that is superior in some way to other companies. And of course make it all appealing.
