Beyond the Toothbrush

SWAG. I’m sure many feelings come up at the mention of the word. Cool slang in 2014? Random junk you might pick up at the next CE conference you attend with your favorite toothpaste provider? 

By definition, “swag” means free branded merchandise given away to promote a company, event, or product. Some brands become so iconic that their swag IS the product (think the NIKE swoosh). Others, well… are just pens with a logo slapped on them that live in junk drawers until the end of time. 

As cool as you might be (I mean, definitely are) as a practice owner, staying on top of cool trends in apparel, pens, and notebooks is not your number one priority. But, I want to challenge you that if you invest in cool swag that patients are excited to have, and excited to wear, you could be creating brand loyalists for LIFE. 

Why Swag Sets your practice apart

I experienced a crazy phenomenon when I was in fourth grade. We were past the days of losing teeth during Math or English class and getting the cutest tiny treasure boxes from the school nurse to put them in; now, we were onto many of my friends and classmates getting their braces. I’m one of the lucky ones, born with incredibly naturally straight teeth. As an adult, I’m thankful that I didn’t have to go through an experience with braces. But as each of my friends started getting theirs, I noticed these really, really cool t-shirts they would get and wear to school following a visit at a specific local orthodontist’s office. From what I can remember, it was the office’s logo superimposed to fit in with popular logos at the time - think Reese’s, Hershey’s and others like it. And for whatever reason as a 9-year-old, I HAD to have one. I would beg my mom to let me get braces just so I could get one of those shirts, and she would just laugh it off. For years my friends wore them, and it’s always fascinated me that people loved them so much.

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That was a pretty on-the-nose dental example, but think about the baseball cap you always grab, the reusable tote you always take to the grocery store, or the t-shirt you’ve been able to wear down to the ultimate comfort level. Whose logo is on those? A sports team? A band you like? Somewhere local that you shopped? There’s a reason it’s your favorite – you’ve had a positive experience with whatever is adorned on those items. The same could be said for patients visiting your practice. If they have a positive experience with you, they want to share that with others. Giving a word-of-mouth experience is one thing, but imagine if they had a really cool pin, hat, or jacket that sports their dentist’s office. That speaks volumes about the experience and attention to detail you provide – what more could be shown from that on a clinical level? 

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Get Creative – Think beyond the branded chapstick

A spicy call out there, but as a photographer on our team who has the chance to visit some of our amazing client’s practices, I know you have a bowl of branded chapstick sitting on your check in counter…👀. I want to challenge you to get a little more creative! What other aspects of your brand could you press into, outside of just your name or your logo?

1. Outside of the box is your best friend

One of our clients, Duck Duck Tooth in Lexington, Massachusetts, did this in the most charming way. While their logo already features ducks, they went a step further by creating a secondary design that spells out their practice’s name using different duck illustrations. This creative touch goes well beyond their standard branding—it’s eye-catching, memorable, and appeals to a wide audience. It reinforces their focus on pediatric care while also attracting attention from anyone who sees a parent carrying the bag.

Think outside the box when it comes to developing your swag! Here’s a few ideas:

• Try experimenting with your brand colors
• Host a poster design contest and sell the winning design
• Hire a local illustrator to draw a new take on your brand
• Collaborate with local businesses to create custom products - think candle scents or coffee roasts

2. Local wins, always

At Studio EightyEight, we do a big swag drop every year where we let our team of talented designers take a stab at reimagining our brand and send out the items to friends we have in the industry. We love it because it’s a great creative project our team gets to collaborate on, and everyone else loves it because they get high-quality swag in their hands to promote Studio EightyEight! It’s one thing to design the swag. It's another to get the items actually made and in our hands.

We always prioritize sustainable, high-quality fabrics that are ethically sourced, and we work with local screenprinters to make the designs come to life. It might be a step that goes unnoticed, but the details are everything.

As a dentist, or really, as an entrepreneur, you know how important it is to rely on your community for business and engagement. I could almost guarantee there are tons of apparel and print shops in your community that are doing the same! Find a local screenprinter or embroiderer through a quick google or instagram search and have them make your swag for you. Another part of making swag people actually want to wear is investing in the quality. It shows you care about the materials, the environment, and even shows patients that caring for them is your highest priority. 

3. Practicality is the best place to start

You might be reading this, nodding along with everything I'm saying-but unsure where to start. When it comes to choosing your swag items, begin by thinking about practical everyday essentials, then consider what you can offer to replace those. Here are a few ideas to get you started:

• A transparent sticker with a cute phrase about brushing their teeth to put on their bathroom mirror
• Highly designed stickers with a new take on your brand to put on water bottles, luggage, or anywhere they want
• Quality customized water bottles, using trendy brands that people (or TikTok) love
• Coloring books for the inner kid we all have (maybe include a trendy felt-tip marker or pen!)
• Hats, Shirts, Crewneck sweatshirts, because who doesn’t love these?

The Outcome of Cool Swag

I think my favorite part about putting intentionality and care into swag is that it’s an extra touch of caring for the overall wellness of your patients. It reminds them that you’re not just thinking about them every 6 months when they come in for a cleaning, but rather, you’re interested in who they are and the lifestyles they lead everyday. When patients wear or show off your items, they become walking advertisements for the world-class experience you provided. This not only reinforces their loyalty to your brand but also leads to repeat visits and referrals from their friends.

Swag is just one of many ways to engage with your community and grow your brand—no matter where you are. Start keeping your eyes open for inspiration and thinking about what your own cool swag could be. We're always posting brand inspiration on social media, so give us a follow on Instagram or TikTok!