A UVP, or Unique Value Proposition, is the answer to the question a prospective patient asks: “Why should I go to your practice, rather than the other one around the corner?” The same question might be asked by a current patient. That question would be “Why should I stay with this practice, rather than go somewhere that might be more convenient, less expensive or takes my insurance?”
The answer to these questions is the differentiating factors that set your practice apart from others. Without them, you risk being judged solely on the basis of fees or insurance participation. And today, with the proliferation of corporate practices, and their ability to outspend most smaller practices on marketing, a UVP is more important than ever.
The first step is to define your UVPs.
If you don’t know what it is, this is an opportunity to enhance the brand of your practice. Take a look at your reviews. Do a survey of patients and referral sources. What do they say about you that would make you different from your competition?
Yes, there can and should be more than one.
The next step is to start communicating it everywhere.
Could Salivary Diagnostics be such a differentiation factor? Could it be incorporated into your Unique Value Proposition?
Well, it could, if patients and potential patients (prospects) knew what that means. Assuming they know terms such as “OralDNA®,” “Salivary Diagnostics,” or even “Bacteria Profile” is a common mistake. In previous blogs, I’ve discussed how the use of any term containing the word DNA could trigger a patient into thinking negatively about a procedure that is to their benefit. And BENEFIT is what you want to communicate.
So, if Salivary Diagnostics is to be a part of your UVP, how should it be phrased best?
A simple, easy to appreciate description such as these can help communicate the value.
1. “A quick saliva test for personalized, preventative care.”
2. “Tailored dental care starts with a quick saliva test.”
3. “Better care through a painless saliva test.”
4. “Customized treatments based on your unique health profile.”
5. “Personalized dental care powered by a simple saliva test.”
As you begin defining and communicating your Unique Value Proposition (UVP), it’s no longer optional to set your practice apart—it’s essential for long-term success. Identifying your UVP is just the first step. In part two, we’ll explore how to implement these strategies effectively, ensuring your practice not only stands out but thrives in an increasingly competitive market. Stay tuned for practical tools and tactics that will help your UVP resonate with both prospective and existing patients.
-Michael
Michael built a prestigious group practice in Manhattan where he focused on comprehensive, whole-body care. As he treated so many physicians, his colleagues dubbed him “The Doctor’s Dentist.”
He is a Fellow of the AGD, International Academy of Dental-Facial Esthetics, The New York Academy of Dentistry, the American College of Dentists, and a charter Fellow of the American Academy for Oral Systemic Health.
Michael teaches practice management at Temple University and speaks nationally and internationally on a variety of subjects. He and Practice Perfect Systems are the official practice management consultants to the Spencer Study Club, their Business Elite Groups.
Michael has authored 3 books, including “What the Tooth Fairy didn’t Tell You”, “Beyond Ahh: A Guide For Physician’s” and “From Here To Where; a guide for dental practice success”. He’s recently had been the chief editor of a book on Sleep Dentistry written by 24 of North America’s finest dental sleep practitioners.
Michael is on the board of 3 charitable organizations that help provide care for the indigent and people with special needs around the world.
His mission: help people who help people help more people.
- A Competitive Advantage – Part Two - November 8, 2024
- A Competitive Advantage – Part One - November 1, 2024
- Why You? – Part Two - October 11, 2024