Setting yourself apart from the competition is crucial for attracting and retaining patients but how do you do it?
There’s no one way but I do suggest you “know thyself” and stay authentic to who you are and the values you stand for. Otherwise, your efforts will come off disingenuous and that’s not helpful.
Here are 3 solid strategies to stand out from the competition and effectively differentiate you from the others that don’t require you to dance or act 🙂
Top 3 Ways Stand Out from the Competition
Develop a unique personal brand that resonates with your target audience. Build a story that reflects your values and resonates with your preferred patients.
For example, if you charge more than your competitors and cater to the higher-end patient who cares more about status than saving money, be that.
Show off your wine cellar, luxury travel and club affiliations. But also show off your expertise as a sought-after speaker at medical meetings, author of medical articles and your pro-bono work, as well as training other surgeons on your innovative techniques.
If you are catering to mommies who want to get their pre-baby bodies back, show off your own journey as a female surgeon who has had babies and a tummy tuck and knows first-hand the journey. Or highlight your wife’s journey if you are a male surgeon. I had a client whose wife had triplets and we milked that for a long time 😉
Include content that educates and entertains your audience to establish yourself as an industry expert to gain trust and credibility. For example, using a white board, power point slides and excellent before/after photos to illustrate your point, answer common questions that come up such as:
- How to avoid a “fake-looking” breast aug
- How to get a natural-looking belly button during a tummy tuck
- What’s included in a facelift?
- Do you have to have kids to have a Mommy Makeover?
- How you hide the tummy tuck scar
When you “show and tell” your results, that reassures patients they, too, will get a great result and enjoy the journey without regret.
Focus on understanding your patients’ needs and pain points. Tailor your services to address those pain points with an exceptional patient experience. For example:
- Easy online scheduling
- No fuss check-in
- No waiting
- Pain free treatments
- Fast check-out
- Excellent post-op care
The more special and cared for the patient feels, the more memorable their experience will be and the more they will brag about you to their friends.
Go through every step in your process to determine how you can make it more convenient and comfortable for the patient.
And survey your patients and have them rate their experience with you and how you could improve it. This is on-going, never-ending improvement and your patients are happy to help you with it.
Make it quick and easy for them to give you their feedback by asking a few key questions:
- How would you rate your overall experience with us?
- How satisfied are you with your results?
- Would you recommend us to your friends, family, and colleagues?
- What’s one thing we could have done to improve your experience?
Review these responses as a team and brainstorm how you can do better.
By the way, patients expect the same quality experience every time. Deliver consistent, high-quality service on every visit. That is what builds trust, reliability, and loyalty.
Build up Your Social Media Presence
Using social media correctly will engage your followers genuinely, education your audience and establish you as a reputable surgeon.
You especially need social media since google SEO is only showing you locally so that decreases your reach to new patients.
I recommend you bring someone in to be responsible to shoot videos, edit them and make you look good. They need to share informative and engagement content direct from you, include results, patient testimonials and videos explaining procedures and patient journeys. You want to explain the process, benefits, and recovery to create trust.
Social Media Tips:
- Post every day
- Respond promptly when your audience engages
- Collaborate with health and beauty influencers to expand your reach and credibility
- Use relevant hashtags so new consumers can find you
- Showcase your credentials, speaking gigs and affiliations to establish your credibility
- Interview your patients before and after so your audience feels confident they, too, will love their look
To stand out from the competition, you have to go above and beyond what they do. This takes time and effort so get some quality help and make a plan to follow so it’s not all consuming.