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Stand Our from Colleagues

in Your Specialty:

The Formula for Market Dominance

Female doctor happy.jpeg

1. Deserve New Patients: You need to be better than others in your specialty in terms of the quality of the services you deliver and/or customer service. The more obvious it is that you provide better care than your competitors, the easier it will be to grow your practice. This will hold true so long as you properly carry out the remaining steps of the formula. If what you provide is not perceived to be superior to your competitors, then you must innovate your practice so your services are better. Thorough application of our eight-step Blueprint for Competitive Advantage Innovations is the key to ensuring your practice stands out in terms of quality of care, customer service, convenience, and/or consistency.

 

2. Capture Attention: Any promotion you do must first get the attention of the reader or listener. This is the headline of your ad or the first words spoken in a radio commercial or YouTube video. There are three ways to capture attention. However, the only one that allows you to complete the steps of the Formula for Market Dominance is emotional hot buttons. Emotional hot buttons include the desires, hopes, fears, frustrations, difficulties, physical pain, emotional pain, and annoyances people possess concerning selecting a medical provider, expectations they have when they visit the provider's office, and anticipated results of their care.

 

3. Promise to Educate: Once you have attracted your potential patients' attention, you promise to educate. This is sometimes achieved through the headline, but more often is accomplished through a sub-headline. The mistake most medical advertisers make is to just state what they offer. Potential patients need to hear more. Typical promotional content fails to differentiate a practice from others, thus causing ads to underperform.

 

People want to know how to make an informed decision and are most likely to remain attentive it they believe what you are about to present will help them make an informed choice. Therefore, you design a sub-headline that promises to educate your patients how to differentiate one provider from another. The art is to do so tastefully and subtly.

 

4. Inform Your Prospects: You need to provide patients with what they need to know and look for when choosing a medical practitioner in your specialty. Take their emotional hot buttons and present advice concerning each based on the perspective of an expert in your area of medicine... you! Again, the art is to do so tastefully and subtly.

 

5. Present Your Case: Once you have educated your prospective patients concerning what they need to know, you can now present a case for your services by comparing what you offer to the important criteria you have guided them to understand.

 

6. Provide Evidence: This step is all about honesty and integrity. You must present verifiable evidence that backs your claims. There are countless ways of fulfilling this. A few examples include board certification certificates, testimonials from patients and physicians, awards you have won, or a bibliography of your published works. Another means is to promise what you will deliver. Make sure, however, that you always deliver what you promise.

7. Make It Easy for Patients to Select You:  Providing potential patients the opportunity to meet the doctor or providing carefully constructed videos of the doctor and office staff are two ways of achieving this.

How to Apply This Formula
 
Your ads, whether in social media, the Internet, online yellow pages, or a local publication need to motivate your prospect enough to either make an appointment or go to your website to learn more. Rarely can you provide enough detail in an add. This makes having well written persuasive content on your website a must.
What if Your Main Target Market Is Not the Public?

For most surgeons and many medical specialists, the most important target market you can draw patients from is other physicians, usually primary care. The Formula for Market Dominance also applies to specialists. Of course, you must present what you say and how you say it much differently. The example of an infectious disease specialist demonstrates an application of our formula.

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