Make Your Marketing Make Sense

Your brand isn't just a logo or a color palette—it's the promise you make to your patients. And when your marketing doesn't align with that promise, you confuse people. Confused people don't book appointments.

The Dentist Who Wanted to Be a Med Spa

I recently spoke with a dentist who had invested in aesthetic skin treatments—lasers, injectables, the works. He was excited to expand his practice and capture a new revenue stream. But when I looked at his marketing, I saw a problem: he was trying to position himself as a medical spa.

His Instagram looked like every other med spa in town. His messaging was generic. And worst of all, he was competing directly with established aesthetic practices that had been doing this for years. He was losing his unique advantage: he's a dentist.

Your Specialty Is Your Superpower

Here's what I told him: "You're not a med spa. You're a dentist who offers aesthetic treatments. That's actually more interesting."

Think about it. Patients who care about their smile also care about their skin. They want a beautiful complexion to match their perfect smile. They want to look as good as they feel after their dental work. And they trust their dentist—someone they already have a relationship with—more than a random med spa they found on Instagram.

When we repositioned his marketing around this concept—"A Beautiful Complexion to Match Your Perfect Smile"—everything clicked. His messaging became clear. His ideal patients understood exactly what he offered. And he stopped competing with med spas and started owning his unique position in the market.

Authenticity Beats Imitation Every Time

This principle applies to every aesthetic practice. If you're a dermatologist offering cosmetic procedures, don't try to sound like a plastic surgeon. If you're a nurse practitioner running a boutique injector practice, don't try to sound like a hospital system. Lean into what makes you different.

Your patients can smell inauthenticity from a mile away. They know when you're trying to be something you're not. And in a crowded market, authenticity is your competitive advantage.

How to Make Your Marketing Make Sense

Here's how to ensure your marketing stays true to your brand and specialty:

1. Identify your unique positioning. What makes you different from every other practice offering similar treatments? Is it your background, your approach, your patient experience, or your specialty?
2. Speak to your ideal patient. Who are you actually trying to attract? A dentist offering aesthetic treatments should speak to existing dental patients, not compete for the same audience as established med spas.
3. Blend your worlds. Find the natural overlap between your core specialty and your aesthetic offerings. Don't create two separate brands—create one cohesive story.
4. Own your story. Your background, training, and philosophy are assets. Use them. Don't hide behind generic "luxury med spa" language that could apply to anyone.

The Bottom Line

Marketing that makes sense isn't about following trends or copying competitors. It's about understanding who you are, who you serve, and how to communicate that clearly. When your marketing aligns with your brand and specialty, you attract the right patients—the ones who value what you uniquely offer.

So stop trying to be something you're not. Be yourself, but louder.