If you believe that potential patients don’t understand the unique value that you offer, Christian Coachman recommends the ‘Differentiation Exercise’ as a helpful tool. This is an exercise that involves taking a close look at yourself, your team and your clinic to:
- Identify and amplify what makes you different and align it with your team
- Get the message through to your audience, clientele and possible new patients
Step 1: Think about the main differentials of your dental office
Ask yourself: what is it that sets you apart from other dental offices in your area? What makes you different in the minds of the people who are choosing to come to you for their dental care?
Some examples Christian gives at DSD Residency courses include:
- Treating specific types of patients
- Holistic approach
- Clinical skills
- Artistic skills
- Diagnosis and treatment planning
Think about your clinic, your team and yourself and identify the two, three, four or five things that bring you above average and could be seen as your trademark as a dental office. This is the answer you would give to the question: “Why should I choose you?”.
Step 2:Get all your staff on the same page
When you know what your differentials are, the next step is to make sure that your whole team understands and believes in them. If someone were to ask one of your team members: “What makes your dental office special?”, they should have no trouble describing and explaining these unique attributes you have identified.
Step 3: Make your potential patients aware
These differentials are what is going to set you apart from other clinics and ultimately, show patients why they should choose you. So this is what you need to be communicating to them! By creating strategies to let our patients know about these unique features, we are helping them to first understand, and then value these qualities.