We now move into the final quarter of the year with the focus shifting to Nuts/Bolts. During this quarter we will consider business principals and a review of metrics. A Brand Positioning Statement encapsulates your unique value - how YOU will deliver a service to a customer that a competitor can’t match.
When considering your ultimate desired position in the community, you must first consider who you do your best work with, and therefore who you would ideally like to attract to your practice. To do this, you must first get out of survival mode mentality and think about what characteristics a patient would possess if you were able to design them yourself. What type of patient lights you up?
Your next step is to articulate what distinctive deliverable you can bring to that patient. That is, what can you offer that no one else can? Lastly, you need to express what that patient will achieve by engaging your services. By clearly defining your ideal patient and how you can help them, you define your niche and what sets you apart.
I’ve often heard practitioners say that if people knew what we did, patients would be knocking down our doors. This is happening to some of our colleagues, but unfortunately not to enough of us. If the public doesn’t know what we can offer, how can they make the decision to begin care? The first step in having patients come to you in large numbers is to be clear with what you will deliver when they do.
Here is an example from my office;
Brand Positioning Statement: To our open and receptive friends that are interested in optimizing vitality and aging gracefully, we are the health professionals that will help you improve your posture quickly and comfortably. When your posture is balanced, you will stand straight and therefore feel better, look better, and live better.
Have fun while you build your practice, increase your profits, and enjoy your life!
Dr. Jeff Scholten