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How to Attract High-Quality Patients Without Sacrificing Value
In the competitive world of dentistry, the secret to success lies in distinguishing your practice from the rest. If you've been relying on hefty discounts or low reimbursement insurance plans to attract patients, it's time to rethink your approach. Simply claiming to be the best is not enough; every dental practice makes that claim. If you look and sound the same as every other dentist, then the only thing left for patients to make a decision on is price.
So, what's the solution? The answer lies in redirecting your focus away from those tantalizing discounts and instead, placing a spotlight on the unparalleled value your services offer. While discounts may appear to be a quick remedy for attracting patients, they tend to appeal to price-conscious individuals who may not fully comprehend the exceptional quality of care your practice is capable of delivering. By showcasing the unique strengths of your practice and accentuating the exceptional value you bring to the table, you'll elevate yourself above the competition and attract the high-quality patients your practice deserves.
Consider the case of Dr. Bill Anderson from Findlay, Ohio, who managed to differentiate his practice to attract more high-quality and fee-for-service patients, resulting in a remarkable monthly revenue boost of $57,000. Get the case study now to discover exactly how we achieved this. Download Our Case Study
Understanding Your Target Audience and Their Needs
To effectively differentiate your dental practice, you must first understand your target audience and their needs. Conduct thorough market research to gain insights into the demographics, preferences, and pain points of your potential patients. By understanding their motivations, fears, and desires, you can tailor your services and marketing efforts to address their specific needs.
For example, if your target audience consists of busy professionals who value convenience and efficiency, you may want to offer extended hours or same-day appointments. Alternatively, if your practice caters to families with young children, you can create a child-friendly environment with amenities and activities that make dental visits less intimidating for kids.
What is Differentiation
Differentiation is what sets you apart and shows patients why they should choose you over the competition. So why should they? What makes you different? Answering these questions will help you create effective differentiators and become the preferred choice for your ideal patients.
There are three key components of differentiation listed below that when utilized will quickly transform you from a vague commodity to a preferred first choice for your ideal patients.
When patients search for a dentist, they aren’t just looking for the “best” dentist in town. They are looking for something tangible that they can use to solve their unique problems, meet their needs, and make going to the dentist easier for them. The definition of tangible is “perceptible to touch; clear and definite; real”. As a dentist, tangible items include a service or offer that a patient can use and understand, not an abstract or subjective characteristic of your practice.
The tangible items that will ultimately make up your tangible uniqueness fall into 3 categories:
- Convenience: Stand out by prioritizing convenience. Offer flexible hours such as early mornings and evenings to accommodate busy young adults, sparing them from missing work for dental appointments. Capture more pediatric patients by providing Saturday appointments, allowing parents to schedule visits around school and weekday activities. Highlight the advantage of comprehensive in-house services, so patients won't have to be referred elsewhere for additional work.
- Time: By minimizing patient wait times, you can position yourself as the go-to choice for those seeking immediate pain relief or appointments for significant procedures in the near future. Services like "Same-Day Appointments," "Same-Day Emergency Appointments," or "1-2 Day Implants" hold immense value in attracting patients.
- Money: Financial offers can be highly effective. You don't need to compromise on the quality of your services. Provide transparent options and communicate them clearly. A simple phrase like "Financing Options" can set you apart. Consider adding a tangible differentiator like "0% interest for the first year" to your advertisements and website to drive an immediate increase in new patient inquiries.
By understanding what your ideal patients truly value, you can effectively communicate and market these tangible aspects to set yourself apart and become their number one choice.
Consistent messaging is key to establishing your identity across all communication channels, including ads and your website. It acts as a bridge, guiding potential patients from the first click to booking an appointment. Make sure your ads seamlessly lead to relevant web pages that highlight your strengths. Your homepage should be the central hub, prominently showcasing your unique features and special offers.
The front office is often where offices struggle with consistent messaging. Prompt and accurate responses to patient inquiries about your tangible uniquenesses and offers are crucial. If the front office team isn't aware of your marketing messaging, they may struggle to provide answers, leading to doubt for patients and missed opportunities for your practice. Designate a liaison to keep the team updated on changes and special offers. By keeping these dots connected, you not only maintain consistency but also build trust, helping patients confidently choose your practice.
To stand out from the competition, it's crucial to effectively communicate your unique identity through personalized content. This means going beyond generic information that can be found anywhere online. By incorporating these elements into your content strategy, you can captivate patients and make them choose your practice:
- Custom Imagery: Use genuine, personalized images of your office and staff on your website, social media pages, and Google My Business Profile. This gives patients an authentic glimpse into what makes your practice special.
- Video Content: Engage and convert patients with compelling videos. Include virtual office tours, "About the Practice" videos, and testimonials on your website. Videos have the potential to boost conversions by up to 86%.
- Personalized Website Copy: Speak directly to patients through your website copy. Educate them about your services, dental health, and unique aspects of your practice. Your website should not read like a wikipedia page for dental services.
By utilizing these three accelerators for differentiation, you'll emerge as the unmistakable choice for patients in a sea of indistinguishable alternatives that fail to provide any real value.
“Your team assisted us in focusing our attention on our unique qualities and effectively communicating them to our patients without appearing boastful. As a result, we were able to emphasize our distinguishing factors in a positive and educational manner. It never occurred to me to consider what makes us unique, and we are appreciative of the fresh perspective.”- Dr. Anderson’s Wife
Discover the game-changing strategies we used to successfully distinguish Dr. Anderson's practice from his competitors, attracting a surge of high-quality patients and skyrocketing his monthly revenue by $57,000. Click here to download the case study.
The Vital Role of a Patient-Focused Website
Your dental practice website plays a pivotal role as the digital front door to your business. It's often the initial point of contact for potential patients, making a lasting impression crucial. In order to create a successful dental website, you need to distinguish yourself from the competition. Highlight your tangible uniquenesses on your homepage and throughout your site. Consistency is key when it comes to your marketing message. Build trust and credibility by featuring authentic images of your team, staff, and office. Incorporate video content and provide relevant information about oral healthcare, doctor bios, and services.
A user-friendly experience is essential for enticing visitors to schedule appointments. A well-designed, easy-to-navigate website fosters trust, builds credibility, and attracts high-quality patients.
To create a patient-centered website, it's vital to understand your target audience's needs and preferences. Tailor your content and design to the type of patients you want to attract. Remember these essentials when building a patient-focused website:
- Emphasize your differentiators prominently on your homepage, maintaining a consistent message throughout your site.
- Ensure straightforward navigation with clear menu options and an intuitive layout.
- Incorporate genuine, high-quality images and videos of your staff, doctors, and office to build trust and authenticity.
- Include a section that details the services you provide, with comprehensive descriptions and benefits.
- Make contacting your practice easy by prominently displaying your phone number, email address, and a contact form.
- Add a blog section to share informative content on oral health, positioning your practice as an authority and offering value to potential patients.
Check out the homepage of the site we built for Dr. Bill Anderson. By strategically highlighting his unique differentiators, we set the stage for remarkable revenue growth, resulting in an increase of $57,000 in monthly revenue.
When a patient lands on your website, they should find all the information that originally led them to your site as well as everything they need to feel compelled to schedule an appointment. Prioritize a user-friendly website that builds trust, provides comprehensive information, and includes clear calls to action to encourage potential patients to schedule an appointment. Your patient-focused website will play a vital role in attracting and retaining high-quality patients.
Is your dental website failing to differentiate your practice and attract valuable new patients? Discover the areas where your website might be falling short by downloading our comprehensive guide "The PERFECT Dental Website Conversion Checklist." Get the Guide
In a highly competitive dental market, standing out from the crowd is crucial to attract high-quality and fee-for-service new patients. By understanding your target audience, identifying what sets your practice apart from competitors, and creating a patient-focused website you can differentiate your dental practice and position yourself as the go-to choice for patients seeking exceptional dental care.
Want to learn how our Firegang Dental Marketing team can assist you in distinguishing your practice from competitors and attract more high-quality and fee-for-service patients? Schedule an assessment with our team today.