What is StoryBrand?

Think about a movie that you’ve recently watched. There was a character (hero) with a problem. That character sought help from someone (guide) who has solved similar problems before. The guide called that hero to action, and the hero was either victorious or failed. This is the only story that people want to hear because it’s one they can relate to. Your brand is no different.

Many dentists get the story’s hero wrong – it’s not your practice. It’s the patient. Your brand needs to relate to potential patients and cast them as your story’s heroes. After all, each of us is the star of our own lives!

Your patient is the character with the problem, and you’re the one that is going to help them solve it. Once you realize that your brand is the guide, you’ll understand why talking about the patient on your website is more important than you and your accomplishments. A patient who isn’t sure they’d like to visit your dental practice wants to know how their lives will change. They are the hero. You are the guide.

This is how StoryBrand works. StoryBrand for dentists helps transition a lead to an in-office patient so you can transform their lives through dentistry. By placing your dental patient as the hero of the story, they’re in charge of finding their own success – you’re just there to guide them to the procedures they need to succeed.

Certified StoryBrand Guide for dentists

story brand guide badge without dateWhat is StoryBrand?

Think about a movie that you’ve recently watched. There was a character (hero) with a problem. That character sought help from someone (guide) who has solved similar problems before. The guide called that hero to action, and the hero was either victorious or failed. This is the only story that people want to hear because it’s one they can relate to. Your brand is no different.

Many dentists get the story’s hero wrong – it’s not your practice. It’s the patient. Your brand needs to relate to potential patients and cast them as your story’s heroes. After all, each of us is the star of our own lives!

Your patient is the character with the problem, and you’re the one that is going to help them solve it. Once you realize that your brand is the guide, you’ll understand why talking about the patient on your website is more important than you and your accomplishments. A patient who isn’t sure that they’d like to visit your dental practice wants to know how their life will change. They are the hero. You are the guide.

This is how StoryBrand works. StoryBrand for dentists helps transition a lead to an in-office patient so you can transform their lives through dentistry. By placing your dental patient as the hero of the story, they’re in charge of finding their own success – you’re just there to guide them to the procedures they need to succeed.

We Accomplish Three Goals with StoryBrand for Dentists

1. Clarify Your Message

You’re a dentist – so what? We help dentists like you break down their specialties in their messaging so patients don’t have to ask, “how can you help?” Clarifying your message will eliminate any confusion that might prevent patients from scheduling an appointment with you.

2. Guide Patients to Success

Traditionally dentists make their marketing all about them, their qualifications, and their story. With the StoryBrand framework, we help dentists shift their marketing focus by making their patients the center of attention. Each aspect of your marketing is to guide your patients to success.

3. Drive Patient Engagement

Every patient wants to find success in their oral health or smile aesthetics – the problem is they need someone to help them do it. With StoryBrand for dentists framework in your marketing, we keep your patients engaged with your message while searching for ways to resolve their dental problems. Keeping patients engaged will help you connect with more patients who need your help and ultimately help you grow your business.

How Does the StoryBrand Framework Work?

The StoryBrand framework includes seven different sections. We include these different aspects throughout every piece of content we write for you.

1. Introduce the story’s hero – We clearly define your target patient.

2. Define the problems your patients experience – We explain how your patients feel unhappy with their smiles, have unhealthy teeth, etc.

3. Guide your patients to a solution – We introduce the different treatment options you offer to resolve their problems.

4. Provide patients with a plan to solve their problems – We clearly outline the steps a patient needs to take to accomplish success.

5. Provide a call to action – We provide clear directions to tell patients to schedule an appointment with you.

6. Discuss what happens if they don’t receive treatment – We explain what will occur if patients don’t get the treatments they need.

7. Show them what life with success looks like – We tell patients how their treatments will give them new confidence, improve their oral health, relieve pain, etc.

We take your patients through a journey by touching on these seven different sections in your content. We tell them why they need to contact you for treatment and show them what life will look like without treatment and with treatment. By showing them every possible scenario, they will see that the only way to achieve success is by scheduling an appointment with you.

But what about…

My Credentials and Backstory?

At this point, maybe you’re on board with StoryBrand for dentists but are wondering where your credentials and accomplishments go? Surely, people want a qualified dentist! You’re right; they sure do want a qualified dentist. But this is information they’re willing to search for and doesn’t deserve much real estate on your homepage. The same goes for your back story!

Patient Testimonials and a Smile Gallery?

Great thinking! These deserve prominent spots on your homepage and navigation menu. Why? Because they show patients what their life could be like, what their smile could look when they choose to have their dentistry done by you.

Our High-Tech Dental Technology?

The only person who finds dental technology interesting is a dentist or someone who wants to learn about dentistry, which might be your patient after they’ve had an appointment with you. But it’s not your patient who has never been to your office. If your technology makes their life easier by not requiring impressions or making same-day restorations, you can talk about the benefits of the technology. But, not how it works or the ins and outs of how to use it.

Why So Many Call to Actions?

You might read each word of your website, but your patients won’t. And they won’t even realize you’re asking them to take action until they’re ready to do so. You want to have a call to action (Ex. Schedule an Appointment) right there when they’re ready, so they don’t have to search for it. When it’s hard for patients to make an appointment, find the phone number, or address, they’ll choose someone who has made it easy. This is another aspect of StoryBrand for dentists that makes your website and marketing about the patient.

Don’t Run Away From the Negative

One thing that StoryBrand for dentists tells us is that we have to communicate the stakes. Without stakes, no one is interested. Have you ever watched a movie without any negative consequences if the hero fails? Of course not; you’d turn it off. The concept applies to your brand, too.

Communicating how the patient will look and feel when they choose you is great. So is tell them what will happen if they don’t choose you. Of course, this can be overdone. But hitting pain points every once in a while reminds patients why they need you.

StoryBrand for Dentists Turns Prospects into Patients

We’re so committed to using the StoryBrand framework in our marketing that our President, Jonathan Fashbaugh, completed the training to become a StoryBrand Certified Guide. Our employees have also completed the Business Made Simple StoryBrand Messaging Framework course to ensure the StoryBrand framework is implemented everywhere in our marketing strategy, from copywriting and design to SEO.

StoryBrand for dentists helps you:

  1. Clarify your message: “You can achieve your dental goals by choosing us.”
  2. Guide patients to success: “Here are the services that can solve your problem.”
  3. Dives patient engagement: “Make an appointment!”

If your marketing isn’t positioning your patients as the hero of your story, you’re likely missing out on many potential patients. Call (970) 672-1212 or Schedule a consultation with Pro Impressions Marketing to find out how we can clarify your message in your marketing and help you get more patients in the door by using the StoryBrand framework.

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