Why branding matters: Elevate your practice and patient experience

Kemia Zeinali, DMD, MBA
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I still remember standing in my very first office. All I saw were stark white walls and fluorescent lighting. There was a faint smell of antiseptic in the air. I thought, “There has to be a better way.” As a practicing dentist and the founder of a dental clinic in Los Angeles, I know how an inviting, personality-driven environment can completely transform a patient’s experience. The sterile settings we typically associate with health care might make sense from a functional standpoint, but they often miss the mark when considering the patient’s experience.

Why should a dental or medical office visit feel like a dreaded obligation? Couldn’t the doctor’s office also be a place that sparks curiosity, with positive vibes of joy and comfort? So, I took a leap and decided to shape our entire practice around an engaging brand identity. Instead of a monotonous waiting room, we ended up with vivid murals, interactive play areas, and cozy, thoughtfully arranged seating.

While clinical excellence is vital, we must consider people walking into our space to feel the warmth and personality of our practice. Creating that moment of relief became central to my brand philosophy, where each detail — colors, lighting, decor — amplifies our commitment to comfort, fun and reassurance.

How branding can attract potential new clients

There’s a misconception that “branding” revolves around a logo or a catchy tagline. But in my experience, the real power of branding is in the emotions you evoke from your patients. Here’s what I’ve observed:

1. Word-of-mouth magic
I’ve found that an office designed to delight inspires people to talk. Medical anxiety is a real thing, with nearly 50% of adults nervous to schedule or visit a medical practice. When a patient or their child has a positive experience, they will likely share this with their network of friends, co-workers, etc., which can turn into referrals.

2. A memorable impression
When you invest in a unique brand identity, you give patients something to remember after they leave your office. Those distinctions turn everyday appointments into positive, shareable experiences.

3. Differentiation in a crowded marketplace
When patients travel hours just to reach your office, you know you’re doing something right. I’ve had parents share that they visit because of the overall atmosphere of our office. We’re a place where children can feel a bit of whimsy, and parents can see real thoughtfulness in every detail.

The best ways to start building your distinctive brand today

If you’re sitting in your own office right now, staring at beige walls and uniform chairs, I promise it doesn’t have to stay that way forever. Over the past two years, I’ve fine-tuned our approach to branding, with my easy five-step process:

1. Define your brand’s core values
Consider the patient experience you are trying to create. An older patient may prioritize comfort, while a pediatric patient might prioritize fun, colorful experiences. That emotional target should guide every design choice and operational decision.

2. Think beyond the patient
While the person in the chair is obviously the focus, I noticed that parents or caretakers spend just as much time (sometimes more!) in the waiting area. If it’s dull and cramped, their anxiety may rise — and it might color how they feel about your quality of care. Parents or caretakers not enjoying the office experience may likely explore other practices.

3. Balance style with practicality
Health care settings require frequent cleaning and disinfection, so surfaces should be durable. With some creativity, you can find unique, modern furniture that holds up to a rigorous cleaning schedule. You don’t have to sacrifice style for safety.

4. Create shareable moments
Love it or hate it, social media has changed how we discover new places. Adding small, personal elements such as a coffee bar or free merchandise can give patients a built-in reason to share their visit with friends, practically turning them into brand ambassadors.

5. Continue to evolve
My brand vision wasn’t a one-and-done deal; I regularly evaluate how patients interact with the space. Is the kids’ corner actually engaging kids? Do parents seem calmer in the waiting room? Constantly listening to patient feedback and adjusting accordingly keeps our brand fresh and relevant.

The lasting impact of a thoughtful brand

Reflecting on this journey, I’ve realized that branding in the health care industry should prioritize communicating empathy and care through every touchpoint. Yes, we still aim for clinical excellence. But our vibrant, fun environment sets a tone that says, “We understand you might be anxious, and we’ve gone the extra mile to help you feel at ease.”

Ultimately, branding is an ongoing story you tell your patients about who you are and what you believe in. When done well, it resonates far beyond a single appointment and can be the difference between an office people forget and a destination they’re excited to revisit.

I’ve seen how this positively increased our patient numbers, way beyond the genuine smiles, the excited chatter among families and the pride my own team feels when they walk into work. If you’re still on the fence about investing in a stronger brand identity, trust me — it’s worth it.

Kemia Zeinali, DMD, MBA, discovered her passion for dentistry while volunteering at free clinics in college, where she saw firsthand the profound impact quality care can have on underserved communities. She founded Dreamhouse Dental in 2023 to create a nurturing, child-centric environment that values each patient’s well-being and fosters a positive health care experience.