One of the biggest challenges facing dentists is how to set themselves apart from the competition. Every dentist has met graduating criteria, state licensing, and practice standards. To make matters worse, insurance companies continually market to consumers (who don’t understand quality dental care) that all dentists are the same. To counter the stereotype and attract patients, dentists need an “identifiable” purpose built around what patients really want, and make it their message.
Identify Your Purpose
Purpose statements aren’t Mission Statements explaining an area of focus. In contrast, a Purpose Statement explains Why we exist, our personal motivation, but not our goals. Without an articulated Purpose, marketing inside and outside the practice lacks a distinct message.
An example of a purpose statement that connects the heart and the head comes from Greg Ellis, former CEO and managing director of REA Group, a leading online real estate ad agency: “…to make the property process simple, efficient, and stress free for people buying and selling a property.” Other examples include the financial company ING: “Empowering people to stay a step ahead in life and in business”, the insurance company, IAG: “To help people manage risk and recover from the hardship of unexpected loss”, and General Electric: “GE people worldwide are dedicated to turning imaginative ideas into leading products and services that help solve some of the world’s toughest problems.”
“An Extraordinary Business
Starts with Extraordinary People
Extraordinary People Start with Purpose”
Jesper Lowgren, business author
According to Simon Sinek, continuously sharing our Purpose with like-minded consumers, “Solidifies your brand with whom you share your values. When you share the core beliefs of your business with like-minded people, a natural connection is made. People whose beliefs are in line with your own automatically retain your business as part of their community. More importantly, because your business feels right, these clients will become walking advocates, sharing your business with other like-minded people in their network. The result is a natural, self-sustaining growth of business. No matter how much technology has entered the marketing world, the most powerful form of advertising will forever be word-of-mouth.”
Putting your Why into Practice
Identifying a purpose that consumers are looking for is the first step to answering the question, “Why?” Extending it through your employees is next. For that to happen, we need employees who not only share our purpose, but execute on it daily: “We provide ‘X’ to more easily help our patients improve and maintain their dental health.”
- Make sure you have the right employees
- Have meetings to craft a Purpose Statement about Why your practice is important to patients
- Collaborate on the best ways to deliver the experience your target market wants
- Jointly set performance standards for executing your Purpose
- Meet regularly to objectively assess performance measurements for the practice (you and your employees)
Once your office is clear on what your Purpose is and how to fulfill it, it is time to tell the world who you are and why they need to know. This is the kind of practice differential branding that resonates with those looking for what you offer. Make it stick.
Visit Simon Sinek’s exceptional You Tube video on the topic of “Why” we do what we do, which applies not only to outbound marketing, but also internally.