Practice managers; are your docs state-of-the-art, advanced, and compassionate?
Doctors; are you state-of-the-art, advanced, and compassionate?
When I ask new clients what makes them different and unique, that’s the line I get about 80% of the time. So based on my extensive scientific research, it appears pretty much every physician thinks she/he is state-of-the-art, advanced, and compassionate. And you know what; they are mostly correct in their assessments.
However, that doesn’t help make you stand out in a crowded field!
When you are trying to craft a memorable message so that potential patients and referral sources can get a feel for who you are, DIFFERENT works much better than MORE OF THE SAME. Branding in healthcare is not all about what makes you a great doctor. It is also about what makes you unique. We are all bombarded constantly with marketing messages. Why would you think that saying the same thing every other doctor is saying will get you noticed?
Everyone has some distinctive qualities. Maybe you:
- bring your dog into the office
- run marathons
- volunteer for Habitat for Humanity
- have 8 kids
These are singular attributes that can be remarkably memorable when developing a brand or practice “personality”.
I get that many of these qualities may not make you a better doctor (and that being state-of-the-art, advanced, and compassionate may, in fact, do that). But we’re talking about marketing for medical practices. Most patients can’t pre-judge your clinical skill. And you can’t be a good doctor to patients that never come to see you because you’re invisible to them. So get them to notice your brand so that they get in the door, and then let your state-of-the-art, advanced, and compassionate ways keep them coming back.
By the way, I’m a guitar-playing puppy-raising, state-of-the-art, advanced, and compassionate marketer 🙂