Dentistry is an amazing profession, but that also means that many other people want to obtain the life that it offers. As a result, the market is crowded, so it’s more important than ever to stand out above the rest. Many choose flashy gimmicks, but the truth is you don’t need more ads or billboards to outshine your competitors — you simply need to differentiate your practice. In other words, you need a Unique Value Proposition!
At its simplest, your UVP is the thing that answers the question “Why should patients choose you as their dentist?” The recipe for a strong UVP must include a couple key ingredients:
- Highlight what you offer that competitors don’t: “We offer comprehensive care with one provider — no referrals or runaround.”
- Tap into how patients want to feel: “We take the fear out of dentistry with gentle care and clear communication.”
It may be tempting to talk about your clinical skills, but at the end of the day, your patient base doesn’t know the difference between great and average clinical skills, but what they do know is how you make them feel. If you focus on their experience, the relationship they form with you, and how you make them feel, they’re going to come to you regardless of the price of your dentistry.
Learning to differentiate is a simple process, especially if you use our Differentiation Tool! While the concept is simple, it requires you to think critically about some key aspects of your practice:
- Identify your Core Customer. You want to attract more of the patients you like, but you can’t do that if you don’t know what that patient looks like. These are the patients who value the same things you do, which makes them enjoyable to be around. They also tend to be more profitable, since they value your services, pay for them, and refer people just like themselves.
- Identify your Core Competencies. These are your strengths, but they’re more than that — they’re what you do better than most everyone else that sets you apart. If it’s something that’s not easy for others to imitate, is sought after by patients, and contributes to the patient experience, it’s a Core Competency!
- Identify your Weaknesses. No one likes to think about their weaknesses, but if you’re honest with yourself, you can identify your areas for improvement. You can also determine if you’re using your energy efficiently, which will help you maximize it.
Identifying these three aspects will truly help you hone in on what makes your practice unique, which will let you build your UVP and create promises to your patients that will keep them choosing you.
Remember, this isn’t a marketing play — your UVP must be backed by experience. Like Kirk says, “Consumers are smarter than ever,” and they’ll know if what you’re claiming doesn’t line up with their experience. There’s a sea of other practices out there, and in order to get patients to not only choose you, but keep choosing you, you need to offer them something special. When you do, you’ll rise above the sea of sameness and flourish!
To learn more about ACT and how we can help you build a Better Practice and a Better Life, reach out to Courtney!
Tune in next time and learn how to keep your Core Values alive and thriving in your practice!
