Portal de Periódicos da CAPES

Marketing and Branding for a Radiologist

2015; Elsevier BV; Volume: 12; Issue: 2 Linguagem: Inglês

10.1016/j.jacr.2014.10.015

1558-349X

Reginald F. Munden,

Dental Education, Practice, Research

In my former life as a young dentist in small-town North Carolina, I learned my first lesson in marketing. I joined a successful dental practice with limited money and a lot of debt. My wife and I were practical in buying a second car, a Volkswagen Jetta. After several months driving my “new” car around town, my receptionist discreetly pulled me aside to say that people in town questioned my “dental” abilities. Why were they worried? They were worried because I was driving a small VW, when the other “successful” dentists were driving Mercedes luxury cars! I am not advocating that everyone buy a Mercedes, but the point is that I learned a valuable lesson: we are always marketing ourselves, whether we know it or not, and that affects our brand. Ask yourself how you are currently marketing and branding yourself and your practice. Do you always present a confident and professional appearance? Do you look successful? Are you (the product) establishing your placement in the market and promoting yourself positively?