Audience fragmentation is a challenge that marketers have been grappling with for some time. Consumers can no longer be pigeon-holed into a few contact channels: They are increasingly adventurous, capricious, demanding, and armed with information. Just when you think you’ve built a toehold on a social media site like Facebook, the early adopters have already moved on to the next shiny thing.
Consumers want to understand what you stand for, but they also want you to understand what makes them tick. Increasingly, they expect responsiveness, interactivity and customization.
Dental professionals cannot ignore these trends. The current environment for attracting new patients is competitive to the point where clinical expertise and caring service are just part of the equation.
Market differentiation is necessary to fuel momentum. A practice that can define and clearly articulate what unique advantages they offer to their patients can often move the needle from surviving to thriving.
In ABELDent’s Practice Management by Objectives™ methodology, the development of a meaningful Value Proposition is fundamental to a solid business strategy. There’s a mutual underpinning between the Value Proposition, the Mission, the Vision and Values statements, and the Operating Plan. Learn more about Practice Management by Objectives™.
If you have not yet articulated your thinking on this, your Mission is a good place to start. It should describe:
a. Why you are in business
b. Who you serve
c. How your practice adds value or improves the life of those you serve
Next, explore your Vision:
a. How do you define success, both short and long term
b. How will you and your practice improve, grow and prosper over the next several years
Finally, identify your Values:
a. What’s your patient care philosophy
b. What principles and qualities are important to you
c. What behaviours model those principles
This exercise is both a personal exploration and a team exercise. In order to create a shared vision and encourage buy-in, all staff and stakeholders could be involved.
Your operating processes, practices and systems evolve from this foundation. They define your day-to-day activities within the dental practice, from the business stakeholders to all staff and all the way through to each patient. Inevitably, these emotional connections you create will extend to external audiences and form the basis of marketing communications that reach and attract new patients.