In the last years I had some occasions to consult a few of the most prominent dentists in Italy and, more recently, to apply the Personal Branding Canvas training format to more than 100 Italian dentists.
In fact I had the pleasure of being invited to facilitate a workshop on Personal Branding for the meeting of the active members of SIDP (the Italian Society of Periodontology and Implantology), another workshop for the famed Osservatorio Odontoiatria and to teach a course on Personal Branding at the Management and Marketing of Dental Studio Master at University of Pisa both in 2014 and on June 2015, hosted at a facility of Dental Trey, the italian leader for the distribution in the dental sector.
An important challenge for dentists is of course positioning, since they are competing with the huge “low cost” chains. I have noticed instead an urge to add always more services (treatments) and lower prices without considering impacts on the way they will be perceived by their patients. On the other side, many of them discovered how liberating it is to select the right target based on their own personal interests, values and skills! This is even more important for professionals that have strong deontological approach.