The first step in establishing an effective marketing strategy is to define your “USP” or Unique Selling Proposition.
Developing the USP is one of the very first things my team and I do when working with a new dentist. But when I ask, “What is your USP? What’s unique about you and your practice?” time after time, dentist after dentist, I hear the same responses
* We provide excellent customer service.
* Our patients really love us.
* We offer high quality dentistry.
* We are all committed to our patients.
Because every dentist in your market area is saying the exact same thing.
More than that, prospective patients EXPECT you to offer excellent customer service and quality dentistry. After all, they’re not considering you because they think you’re mediocre! In their minds, those are givens. A given won’t set you apart.
To truly stand out in the crowd, you’ve got to sell what makes you different. Your USP has to be something that your competitors won’t – and can’t – also claim. When thinking, “What makes my practice different?” avoid the typical, clichéd responses and dig deeper:
X-RAY AND DC-X-RAY -:
Dental Radiographs are commonly called x-rays. Dentists use radiographs for many reasons: to find hidden dental structures, malignant or benign masses, bone loss, and cavities.
A radiographic image is formed by a controlled burst of X-ray radiation which penetrates oral structures at different levels, depending on varying anatomical densities, before striking the film or sensor. Teeth appear lighter because less radiation penetrates them to reach the film
Sterilization is recommended for all high-speed dental handpieces, low-speed handpiece components used intraorally and reusable prophylaxis angles. It is important to follow the manufacturers’ instructions for cleaning, lubrication and sterilization procedures to ensure the effectiveness of the sterilization process and the longevity of these instruments.
Ask yourself if there is an aspect of your service that is unique. Do you offer limo service for sedation cases or do you lay out each patient’s comfort preferences in advance?
What makes your quality superior? Do you have accreditation or a Fellowship that no one else has?
It’s our policy to maintain a safety program conforming to all applicable local, state and federal safety and health standards, fire codes and environmental regulations. Whenever possible, Dr. Vermas Dental Clinic makes every effort to exceed these regulations.
It’s hard to sell honesty or integrity as a unique position. Otherwise you’re implying that the competition is not honest, and that puts you in a defensive position. Steer clear.