Whether you’re a solo practitioner or multilocation DSO, opening a new dental office is hard work that requires many important decisions. One of the most important and difficult decisions you’ll make in this process is selecting an office name and establishing its brand.
Selecting the right name sets the tone for your brand and influences how potential patients perceive your practice. In a sea of traditional names, a thoughtfully chosen, modern name can help you stand out. As a health-care branding agency, Form + Function has a bit of experience in this area. We created a helpful guide to aid your process of picking the right name for your new office. Here are some tips in choosing a name that's both memorable and reflective of your practice's identity.
Focus on desired outcomes to craft a positive brand identity
To craft a catchy and succinct name, think of words that are loosely related to dentistry. This could include the dental results you provide or the experience you wish to offer. For example, names that play on words like luminosity or brilliance capture the essence of a desired outcome of a luminous, brilliant smile in an engaging and memorable way. If a single word name feels too vague, names like these can be easily combined with words referencing a specialty to add clarity, such as Lumena Dental Studio or Brilliance Cosmetic Dentistry, shown in Figures 1 and 2 (above).
Embrace modern suffixes for a catchy dental office name
While naming suffixes such as “dentistry” and “dental group” are time-tested, they can sometimes feel too conventional. If you want to give your office a catchy, modern appeal, consider using terms like “studio” or “clinic.” A name like Enamel Dental Studio projects a fresh, modern vibe that can attract a diverse client base.
Aim for succinct, impactful names for a modern and sophisticated feel
Modern naming trends favor brevity and relevance. Try to choose names that are one to two words long, that relate to dentistry or dental anatomy, and embody a sleek, professional feel. For example, Arches Ortho and GrinCraft sound sophisticated, memorable, and evocative of dentistry, dental anatomy, or desirable outcomes from working with a skilled dental professional (figures 3 and 4).
Get hyper-local with neighborhood names
Incorporating your location into your name helps build a local connection. While mentioning the city is common, using neighborhood names can resonate even more with local residents. A name like SoWa Smiles feels personal and relevant, reinforcing your community presence and appeal.
Avoid using your own name or specific location
Many small or single practitioner offices may be inclined to pick a business name that incorporates their last name or an overly specific location, such as the name of their street. We find that these sorts of names can restrict the business’ options in the long run. For instance, if you name your business with your last name, what will happen if you add partners or associates down the road, or even sell the business? If you name your practice something like 6th Street Dental, what happens if you outgrow your space and move to 10th Street?
A practice’s name, address, and phone number are some of the strongest identification signals that it sends to search engines, and changing all or one of them has the potential to disrupt online visibility. To avoid this, we advise practices select a name that avoids incorporating themes that may change in the future or restrict the practice’s options for growth, ownership, or movement. Skip names that associate the practice too closely with you or its physical location and plan for your ambitions for growth with a name that’s suited for the business you want to become, even if you’re currently small.
Make sure domain and social media profiles are available
Nowadays, most patients find their dentists online, making your practice’s name, website, and digital presence the cornerstone of its marketing success. Before settling on a name, check its availability as a web domain and on social platforms, or work with an agency that will.
A name is only the first step in building a brand
Consider how your name will look on your website, patient handouts, and various marketing materials such as business cards and social media profiles. A good name and logo must fit well with the thoughts and feelings you want to convey to patients and enhance your overall branding strategy.
By incorporating modern naming strategies, you can choose a dental office name that’s not only unique and memorable but also reflects your practice's values and goals. A well-chosen name is a foundational element of your brand identity and can greatly influence your practice's success.
Editor's note: This article appeared in the September 2024 print edition of Dental Economics magazine. Dentists in North America are eligible for a complimentary print subscription. Sign up here.
