In these challenging economic times, dental practitioners have to work smarter, not harder, to weather the storm. But the good news is that with a number of simple strategies, you can market your business and bolster the success of your practice in the face of the current downturn. According to Jeff Francis, marketing director at Practice Café, dental practitioners can follow a few essential practices that will serve you well.

How do prospective patients, current patients and members of the general public perceive your dental practice? You may think that you know the answers, but in reality, the truth may startle you. Building and maintaining a successful practice requires that you take a good, honest look at the image your practice is projecting to the marketplace, and that you make periodic adjustments to enhance that image.

According to an old proverb, “Experience is the best teacher,” and when dental marketing expert Jerry Jones began his dental marketing career, he took that advice to heart. Jones, who runs the dental marketing agency Jerry Jones Direct from its headquarters in Salem, Oregon, decided he wanted to make sure his company’s marketing efforts would be designed to meet the needs of real-life dentists. And what better way to understand those needs than to open and manage a dental practice, to see and experience firsthand the tools a practice needs to keep it ahead of the pack?

Your dental practice’s name serves as the foundation for your personal brand. But all too often, dental specialists devote minimal effort to ensuring that they’ve selected the right name for attracting and retaining patients. It’s important to invest the proper time and resources to getting this aspect of your business right.

Nancy Lashley is founder and president of Athena Marketing, Inc., a firm that specializes in marketing and branding for dental practices nationwide. She is also an author and lecturer on dental marketing and has created several dental marketing products to help practitioners realize their vision of a successful practice. Nancy served as advisor to the American Academy of Cosmetic Dentistry’s public relations committee from 2004-2007 and continues to help the academy promote itself to the dental community and consumers alike.