The Formula for Writing a Great Dental Practice Tagline

Some folks call it a tagline, others call it a motto or slogan. What we’re talking about here is the short phrase that follows your practice name. The little cluster of words tagged onto the end of your message. For instance, Modern Dental Practice Marketing’s tagline is: We’re in the Business to Make Dentists Smile!


Can you remember the companies for these taglines?

  • Over 10 billion served
  • Always low prices
  • You’re in good hands
  • Don’t leave home without it
  • Something special in the air
  • Good to the last drop
  • Zoom Zoom
  • Just do it
  • The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine
  • That was easy

I want to talk with you about how to come up with a good, catchy tagline for your small business or dental practice.

To gather the clouds for a good brainstorm, read your mission statement, philosophy, and/or vision. Write down single words that represent your practice.

  • Think about some of the jingles and taglines that you easily recall from television, radio, and signage. Write them down.
  • Consider words that represent your practice or clients, and write them down. (For MDPM, these words were smile, dentist, marketing, profits, service.)
  • Now start piecing together the words into phrases or sentences. If you are a tactile person, write the words down and cut them out, then rearrange them.
  • Next, I recommend you write down your three favorite combination of words. You can fill in with other words, add articles and prepositions, etc. Be sure to keep your final versions to a reasonable length, up to 8 words or so.
  • Finally, present your three favorite taglines to your staff for vote. Send the winner to your marketing company for review. You might also send the runners up. The marketing company should have writers who can tweak your new tagline to make it ooh-la-la perfecto.

If you need a little help, give me a call. As you know, we’re in the business to make dentists smile!

Quiz Key

  • McDonald’s
  • WalMart
  • Allsatate
  • American Express
  • American Airlines
  • Maxwell House
  • Mazda
  • Nike
  • NyQuil
  • Staples