N. Texas Dentistry Special Issue 2014 Inside the Exceptional Practice | Page 21

Q: How can working with a professional writer be an advantage for dentists? TC: A writer with experience specific to the dental field can help you translate your ideas and concepts into easy-to-understand written words that can be used in all your marketing projects and professional presentations. I’ve worked with general dentists and specialists for years and keep up with developments in the field. Tina Cauller Writing, Design & Illustration [phone] [email protected] Tina Cauller has more than 20 years of experience creating compelling marketing materials for professionals in the dental and healthcare fields. She offers graphic design, writing and medical illustration services that bring clarity and impact to the marketing messages of dental practices. Tina is a 1991 graduate of the Rhode Island School of Design. She has worked in hospital, medical education and advertising agency settings. As a freelancer, she has written, designed and created illustrations for textbooks, journals, magazines, patient education and a broad range of marketing projects. A Q & It’s important to hire a writer who can adjust the tone and content of your written material to suit your audience. Well-written copy can help you describe treatment options to patients, optimize the functionality of a website, or help ensure that your print advertising gets results. Having familiarity with the dental field means that your time won’t be wasted trying to explain dental terms or technology to your writer. Q: I’m about to open a new practice. How do I go about getting a logo I can use? TC: Your logo is one of the most visible and recognizable representations of you and your practice to potential patients. A well-designed logo has visual impact and longevity and should represent your practice now and well into the future. I will meet with you and either help you refine the concept you have in mind or create a logo for you. After we talk about your target market, your goals and the practice ‘personality’ you want to project, I will create several proposed logo concepts to review, and then work with you to refine the idea into a final logo that will speak for you and function effectively in all your visual marketing. You will receive digital files of your logo in the various formats you will need for use in print, video, display or web applications. Q: I would like to develop some informative material for my patients that describe treatment options. How do I begin? TC: For more graphic procedures, simple illustrations are more appropriate for patient education and can be useful in helping the patient understand the goal of treatment and what to expect. I can also help you obtain high quality, professional photos taken in your office so patients can see exactly how you and your staff will be relating to them throughout their treatment. Once you have the visual elements you want to include, I can work with you to develop your message. Sometimes dentists know exactly what they want to say, while others have only a vague idea. In either case, I will make sure you arrive at exactly the message you wish to convey. Then, I can design a brochure, handout or presentation that communicates your information in a clear, visually appealing and memorable way. Q: Our marketing pieces have been created over the years by different people – and it shows. How can I give them all a consistent look? TC: It may be time to update your marketing materials anyway if several years have gone by without refreshing them. However, if they are still relevant, I can polish the pieces you have that are working and redesign what is not to obtain a consistent, harmonious portfolio of marketing pieces. Your goal should be to develop materials that relate to each other visually and help keep your business identity consistently recognizable in the public eye. tina cauller DESIGN . ART . WORD Tina Cauller Graphic Design, Writing, and Illustration www.northtexasdentistry.com | NORTH TEXAS DENTISTRY 21