Why am I not Attracting People to my Practice?
At every price level and in every market there is competition (dentistry, accounting, car making, etc). But some stand out, and not simply because they are costly or expensive. Often, the services and products that are most in demand amaze or capture the emotions or feelings of buyers.
Since 1990 when the supply of dentists outstripped the demand for dentistry, the supply of patients has diminished and markets have splintered. We’ve all heard the surest way to fail is to be all things to all people.
People who have a job and money have a choice. They can choose who and where they go for services. I’ve suggested that patients vote with their feet and their dollars. People choose to go where they believe they will be treated the way they want to be treated.
People make choices based on their perception of what is in their best interest. You do, I do, we all do. The key word here is perception. Often what people think or perceive is best, is not.
Therefore, any professional practice who wants to thrive must become a learning organization. Patients can learn and often do in the right circumstances. The more you and I learn about any product or service, the better our decision making becomes.
Patients, like all people, can make poor choices when they have incorrect or inadequate information. There is a way out of the maze and the difficulty of misinformation and misperceptions of dentistry.
There are specific strategies and steps that enable you, like me, to differentiate and distinguish ourselves from all the others. We must stand out. We must be better in many ways. Average, normal, being middle of the road no longer works.
We must become the best value creators for a specific segment of the population.
Often dentists think there is too much competition in their area. If they could only move to the ‘wealthy’ part of town and attract the wealthiest patients, they would be just fine. But, people are the same everywhere and they all have human needs and values. They need to be able to eat, chew, breath, swallow, speak, smile, be pain-free, feel good about themselves, preserve their youth, and protect their health and well being. Our challenge is to become the best we can be at serving these needs (technically) and help our patients want this for themselves (no manipulating).
Each of us thinks, feels and acts differently and has differing needs or wants in various stages of life, but the fact is, we are all pretty similar. I have never met a person who doesn’t want to be and feel more alive, more complete, more whole, more balanced. Not one.
Marketing and differentiation is appealing to the mental, emotional, self image, self esteem, health and well being of each person we come in contact with.
Marketing is every experience that any person has with us at any moment. Everything is marketing and everything is selling. Every experience is a moment of truth about me and about you.
Think on this as you ponder your future; what works in the past, the easy road, no longer works. If you are short of new patients, take a long look at yourself and your practice and ask yourself:
“Why am I not attracting people to my practice?”
If you are concerned about referrals, ask yourself:
“Why are my patients not referring their loved ones and friends to my practice?”
If you are short on cash, ask yourself:
“Why are patients not accepting the treatment I know they need to
preserve their teeth for life?”
As you ask yourself these questions, as I do, only then will the solutions come into view.