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In today’s world, it’s getting harder and harder to be noticed.

And it’s not just the result of the huge amount of competition out there; with the overwhelming amount of information we are exposed to on a daily basis, it’s no wonder that people are becoming more and more distracted.

The result? We find ourselves failing to deeply understand or listen to people.

And when it comes to dental clinics, we often find that patients don’t understand or feel enthusiastic about what we can do for them. If the experience we provide for them doesn’t exceed their expectations, they become indifferent to what we do.

Changing how patients perceive our value is something Christian Coachman always talks about at the DSD Residency. Just one solution he suggests to address this common problem is to change the way we think about our dental clinic branding.


"Patients fail to understand or be enthusiastic about what we can do for them. We don't exceed their expectations, so they become indifferent."

DSD Residency Tip #3: Explore the modern definition of branding

When you think about branding, what comes to mind is probably the classic definition: your logo, the name of your company or the name of your clinic.

But for us, branding is something much more subtle: it’s the sensation that you and your team generate in your customers every single minute, day after day. Put simply, your dental brand is not what you think it is: it’s what your patients think it is!

Instead of being static, branding is something that is dynamic and constantly changing for better or for worse every single time your patients visit you. So how exactly do you work on this type of branding?

Improving your branding means focusing on everything that you do in your clinic that can impact how your patients feel about you, your team, your services, and the outcome of visiting your clinic. This means taking into account every little detail that can contribute to creating the overall experience for your possible patients.

"Branding is the result of every single little detail that creates an experience for your possible patients. It's everything that you do in your clinic that impacts how someone feels about you."

This is one of the topics that Christian Coachman explores on DSD Residency courses. He divides the process of empowering your brand and creating a unique experience into Emotional Dentistry and digital dentistry, examining questions such as:

  • How can you change your first and second appointment to create a better experience for your patients?
  • How do you change the ambience of your office?
  • How do you implement the concept of treating patients with the concierge type of service?

"It is proven that great branding allows professionals and companies to attract more customers to buy more services, for more years, at higher prices." Brendon Macdonald, DSD Marketing and Sales Director

Learn dental clinic branding on DSD Residency

On DSD Residency courses, Christian Coachman talks about a comprehensive dental office model that is beneficial for dentistry as well as dental business.

This includes strategies to become better at expressing your value, enhance your clinic brand and create a positive experience for every patient who sets foot in your clinic.

We are holding DSD Residency courses in exciting locations worldwide in 2022 and beyond. Travel not for you? You can also participate online by joining our popular Livestream format. If you are interested in learning all Christian Coachman’s tips to enhance patient experience and more, schedule a call with one of our sales reps to learn more about this unique course.



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