Transform Your Practice with Your 3 Uniques

One of the most challenging aspects on the business side of dentistry is making your practice stand out from the rest. An incredible concept we learned about through EOS is called your 3 Uniques, and it’s a powerful tool you can use to attract the right patients, build a stronger brand identity, and stand out from the competition! Like Kirk says, setting yourself apart from the “sea of sameness” is key, so get started today! 

At ACT, we work with teams and use our Differentiation Tool to facilitate the process of discovering what makes their practice special: 

• Identify your Core Customer
• Identify your Core Competencies
• Identify your Weaknesses

Once you’ve gone through these steps, you can communicate to your patients and community exactly why you’re an incredible practice! This discussion also forms the basis for the process of identifying your 3 Uniques, so take that information and apply it to these steps:

1. Assess Your Core Competencies

Once you’ve identified your strengths, you need to reflect on them and think about what you’re consistently doing well. 

• What services or experiences do you provide that patients love?
• What does your team excel at that sets you apart from other practices?

A great way to measure what you do well is to ask your patients! When they can explain why they chose you, then you know that’s something you’re doing well.

2. Identify Who Your Core Customers Value

Knowing who your Core Customers are is half of the battle—you also need to know what they want and need! Identifying this information will truly take things to the next level, because it empowers you to focus on your patients’ needs and solve them in unique ways that your competitors don’t. To discover what patients love about your practice, I recommend going straight to the source! Patient reviews, feedback, and surveys are awesome resources that will tell you exactly what patients value.

3. Define Your 3 Uniques

This is where it all comes together: take your strengths and patient values and condense them into three clear, distinctive qualities. You’ll notice that certain themes will show up repeatedly—that’s no mistake! These are your uniques! Remember, these are qualities that your team needs to be able to effectively communicate, so as you define them, keep them simple and concise. For example, our 3 Uniques are Aligned, Smart, and Healthy. 

Put Them in Play!

Identifying your 3 Uniques is only the beginning, because you must also use them! Your team should understand the 3 Uniques completely, so they can embody them in patient interactions such as:

• Phone calls
• Patient education
• Treatment recommendations
• Follow-up systems
• Asking for reviews and referrals

They should also be front and center in all of your marketing efforts, because the more you talk about them, the more others will notice!

Remember, this is your practice, and you’re in control of its narrative, so align with your team about who you are and what you represent, and communicate it with the world. I know you’ll be amazed at how sharing what makes you special will attract more of the patients you love to see! Identifying your 3 Uniques and creating a differentiation strategy that aligns with your Core Purpose and Core Values is an empowering step to take, because it ensures that not only are you simplifying the process to building a Better Practice and a Better Life, but you’re doing it in a way that’s true to yourself, your team, and what you stand for!

To learn more about ACT and how we can help you build a Better Practice and a Better Life, reach out to Gina!

Tune in next time and learn an easier way to introduce new ideas into the practice!