Some “Dos & Don’ts” for Business Cards, Stationery, & Internals:
When developing your stationery system, DO consider some of the same things you thought about when deciding on your practice name and logo. As in, what kind of image do you want to portray? Your stationery and internals should convey the same idea, impression, and feeling as your logo and other marketing pieces. Capable and experienced designers will be able to develop stationery and internals around already established logos and looks, and build upon them. In the case of older and even outdated looking logos, new stationery and internals with fresh design elements can give a tired logo a facelift without totally changing it and losing the brand equity you have in that logo.
DON’T get so caught up in the design elements of your stationery and internals that the design process of your marketing comes to a halt. While business cards and stationery systems can increase the effectiveness of your marketing as whole, if you get too hung up on little design points that won’t really make a difference in the long run, your efforts can become counterproductive.
DO order traditional sized business cards (3.5” X 2”) so people can conveniently keep them in their wallet.
DON’T go el cheapo on the paper you choose for the printing of your business cards, stationery, and internals. Cost effective is great, but so is quality. Find a balance between the two so the paper of your cards and other pieces gives people the immediate perception of a successful practice that values quality. If your cards are the cheapest paper stock you could find anywhere, what kind of message might that send about the quality of restorative materials you use in your office? Sometimes perception is everything.
DO use your business cards, stationery, and internals every appropriate chance you get. Letters on professional, well-designed stationery that reflect your branding, and notes on notecards with your logo, will make longer-lasting impressions on patients than plain paper. Your stationery can also make whatever is written in the letter or note seem more professional and memorable, simply because of presentation. This applies to correspondence with specialists, vendor partners, and colleagues as well.
DON’T think of your business cards as limited to a “business tool.” When meeting new people, giving a card can be an acceptable social gesture. Give your card when someone asks (for a card or for contact info) or when you’ve asked for a card, at the end of an air flight or even a short subway ride during which you visited with the person next to you, and definitely when you meet someone who works in your field (such as a specialist with referral potential). You never know when someone will need a new dentist and remember that they have your card, and strategic networking is beneficial in dentistry just like any business.
DO always carry your business cards. Keep a stack in your wallet or in a business card case, as this is more professional than loose cards in your pocket. Also, when going to a gathering with several potential patients or a convention with vendors you’re looking to do business with, make sure that you have plenty of cards. You can’t hand out cards you don’t have with you.
DON’T hesitate to give your business card. Many clients we talk to feel timid, insecure, or just plain awkward about handing out their cards. What’s the worst thing that could happen, though? They’ll get thrown away afterwards and you lose a little bit of printing investment. The best thing that can happen, though, is gaining a new patient, and then hopefully their family and friends. Seize opportunities to be friendly and let people know that you and your team would love to take care of their smiles. Of course you don’t want to be overwhelming or obnoxious, but you do want to be congenial. If you’re sincere, people will feel it and not resent your efforts to spread the word about your dental practice.
