Marketing your practice through differentiation
IN AN INCREASINGLY COMPETITIVE HEALTH CARE LANDSCAPE, providers must do more than just provide exceptional care. Marketing your practice is crucial to attracting and retaining patients.
One key element in effective marketing is showcasing your unique value proposition (UVP). By highlighting what sets you apart, you’ll not only attract patients, but also build loyalty and trust.
Identify your unique value proposition
Your UVP is the unique combination of qualities, services and patient experiences that set your practice apart from the competition.
To identify your UVP, consider the following:
- Expertise and Specialization: What specializations or unique qualifications do you or your practice team possess? Highlighting specialized training, certifications or unique treatment approaches can help you stand out.
- Patient Experience: What makes your practice patient-friendly? Consider factors like appointment availability, wait times, telehealth options, or on-site conveniences like X-ray or other exercise therapy.
- Technology and Innovation: How do you utilize cutting-edge technology or innovative treatment methods? Showcase how these advancements benefit patient outcomes.
- Community Involvement: How does your practice contribute to the community? Emphasize charitable efforts, local sponsorships or free educational events.
Develop your marketing message
Once you’ve identified your UVP, craft a clear and compelling marketing message that resonates with your target audience. Ensure that your message is consistent across all marketing channels, including your website, social media and promotional materials.
Here are a few tips:
- Keep it simple: Your marketing message should be concise and easy to understand. Avoid industry jargon and focus on the benefits your UVP provides to patients.
- Use storytelling: Share real-life patient stories to illustrate the positive impact of your UVP. This helps potential patients relate to your practice on a personal level.
- Be consistent: Consistency in your messaging reinforces your UVP and creates a strong brand identity.
Effective marketing channels for health care providers
To reach your target audience, use a mix of marketing channels, both online and offline.
Here are some effective platforms to consider:
- Website: Your practice’s website should be user-friendly, mobile-responsive and informative. Clearly display your UVP on the homepage and include relevant information about your services, staff and testimonials.
- Social Media: Utilize social media platforms like Facebook, Instagram and LinkedIn to share engaging content that showcases your UVP. Share patient stories, educational materials and behind-the-scenes looks at your practice.
- Search Engine Optimization (SEO): Optimize your website and content for search engines to increase your online visibility. Target keywords related to your UVP to attract potential patients searching for your unique services.
- Local Media: Connect with local newspapers, radio stations and TV networks to share news about your practice and demonstrate your UVP. Participate in interviews, submit press releases and consider sponsoring relevant events.
- Email Marketing: Use email campaigns to keep current patients informed about your practice, share promotions or announce new services that align with your UVP.
- Community Outreach: Partner with local organizations, host free educational events or sponsor community initiatives to build your practice’s reputation and showcase your UVP.
Unique opportunities for multidisciplinary practices
In recent years, there has been a growing trend toward multidisciplinary health care practices that offer a range of services from chiropractic care to medical treatment.
These practices have proven to be particularly effective at providing patients a comprehensive approach to health care that addresses both their physical and emotional needs. However, with an increasing number of multidisciplinary practices emerging, it is crucial for these practices to effectively market their unique value proposition to differentiate themselves from competitors:
Develop a clear brand identity — The first step in effectively marketing a multidisciplinary practice is to develop a brand identity. This includes creating a name, logo and messaging that clearly communicates what the practice offers and what sets it apart from other health care providers. The brand identity should be consistent across all marketing channels, including the website, social media and printed materials.
Highlight the benefits of a multidisciplinary approach — One of the key selling points of a multidisciplinary practice is the comprehensive approach to health care it offers. By highlighting the benefits of an integrated approach, such as improved patient outcomes and more holistic care, the practice can effectively differentiate itself from competitors. This messaging should be incorporated into all marketing efforts and used to educate patients on the advantages of this approach.
Collaborate with other health care providers — Collaborating with other providers, such as primary care physicians or physical therapists, can help expand your practice’s reach and build credibility within the health care community. By developing relationships with other providers and referring patients to one another, your practice can demonstrate your commitment to comprehensive health care and build a network of referral sources.
Consistency and authenticity is key
Whether you are a chiropractic or multidisciplinary practice, marketing using your UVP is crucial for growth and long-term success.
By identifying your UVP, crafting a compelling marketing message and leveraging multiple marketing channels, you can differentiate yourself from competitors and build a loyal patient base. Remember, consistency and authenticity are key in making your practice stand out in today’s competitive marketplace.
MARK SANNA is the CEO of Breakthrough Coaching. He is a board member of the Foundation for Chiropractic Progress, a member of the Chiropractic Summit and a member of the Chiropractic Future Strategic Plan. To learn more visit mybreakthrough.com.
