Zürich, May 22, 2025 – While implantology may have dominated the clinical stage at the Alliance for Implant Dentistry (AID) My Generation Symposium, a refreshing shift in focus came with Frederike Goblirsch’s dynamic session on digital branding and dental marketing: “Your Brand, Digitally Staged – Practice Marketing with Wow Effect.”
In an increasingly competitive landscape, Ms. Goblirsch offered a clear call to action: it's no longer enough to be a great dentist – patients (and potential new team members) also need to know why you’re different. That’s where branding comes in.
Your practice is a brand – own it
From the outset, Ms. Goblirsch asked the essential question: What makes your practice stand out? Branding, she explained, isn't just about logos and colors. It's about identity – for your team, your patients, and your reputation as an employer. An effective elevator pitch is a must: Who are you? What do you offer? And why should a patient choose you over others? The goal is clarity, consistency, and connection.
Know your audience – and how they find you
A central point in her talk was the importance of defining your target audience. Age groups, geographic reach, patient needs, and the services you offer all inform your brand tone and marketing strategy. Ms. Goblirsch emphasized a hybrid model: while personal recommendations are still the top driver for new patient visits, they’re rarely the only factor. Most patients will receive more than one recommendation and then do what we all do – they Google you. That means your online presence can be the deciding factor.
Your website is your digital reception area
A practice’s website should guide visitors smoothly and intuitively – click paths must make sense. It should answer key questions quickly and provide an easy way to book appointments online. According to Ms. Goblirsch, patients love online scheduling options – convenience is king. Keeping your site up to date is non-negotiable. And don’t forget the legal details: an accurate legal notice, privacy policy, and data protection information are must-haves.
Social media that works for your practice
When it comes to social media, Ms. Goblirsch warned against treating it like a casual afterthought. It’s a business tool, and it should be managed as such. A content plan is essential – not only for consistency, but for quality.
She outlined a wide range of content ideas that go beyond clinical photos:
• Treatment concepts and values
• Behind-the-scenes moments (tastefully done)
• Meet-the-team spotlights
• Practice milestones
• Emotional stories around services
• Testimonials and patient feedback
• Practice updates and even holidays
Importantly, social media should feel different from your website. It’s more personal, more emotional – and it should never feel sterile or overly formal.
Don't underestimate the power of reviews
Lastly, Ms. Goblirsch emphasized online reviews – particularly on platforms like Google. They often play a crucial role in a patient’s decision-making process, yet many practices still overlook them.
She recommended proactive, thoughtful strategies: identify satisfied patients, hand out small reminder cards after treatment, or follow up with a friendly email asking for a review. Keep it simple, respectful, and targeted.
Bottom line: be discoverable, be clear, be you
Ms. Goblirsch’s session was a reminder that even the best dental work can go unseen if your digital presence doesn’t reflect your quality and personality. In today’s patient journey, the first impression often happens online – and that impression should make people want to walk through your door.