In part one, we covered the importance of defining your Unique Value Proposition (UVP) to set your practice apart in today’s competitive landscape. You learned that a strong UVP is more than a statement—it highlights the unique value your practice offers. In part two, we’ll focus on how to put that UVP into action, using practical strategies and tactics to ensure it drives your practice’s growth and success.
Let’s say you like one of these previously mentioned as a UVP; communicating it effectively to both prospective and existing patients can be done through a variety of channels and messaging techniques. Here are some tactics to deploy.
- Website Messaging
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- Landing Page Feature: Dedicate a section or page on the website explaining the benefits of the saliva test. Use simple, patient-friendly language, such as:
- “Discover a new level of personalized dental care with a quick, painless saliva test. Understand your risk for gum disease and other health issues so we can create a treatment plan just for you.”
- Homepage Highlight: Add a banner or call-out section on the homepage with a tagline:
- “Want a customized dental plan? Ask about our simple saliva test!”
- Landing Page Feature: Dedicate a section or page on the website explaining the benefits of the saliva test. Use simple, patient-friendly language, such as:
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- Social Media
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- Short Posts: Share informative and engaging posts on social media with graphics or short videos explaining the saliva test and how it benefits patients:
- “Your mouth tells a story—our saliva test helps us read it so we can deliver care that’s just right for you!”
- Patient Testimonials: Feature existing patients’ testimonials who have undergone the test and benefited from personalized care:
- “Thanks to a quick saliva test, my dental plan is tailored just for me. I feel more confident about my health!”
- Short Posts: Share informative and engaging posts on social media with graphics or short videos explaining the saliva test and how it benefits patients:
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- Email Campaigns
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- New Patient Campaign: Send emails to prospective patients about the saliva test, emphasizing how it helps prevent future issues and creates a personalized care plan:
- Subject line: “Get Personal with Your Dental Care: Discover the Power of a Simple Saliva Test!”
- Existing Patients: Remind existing patients during checkups or through email about the benefits of the test:
- Email message: “Did you know we offer a saliva test that can tailor your dental care based on your unique health profile? Ask us about it at your next visit!”
- New Patient Campaign: Send emails to prospective patients about the saliva test, emphasizing how it helps prevent future issues and creates a personalized care plan:
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- In-Office Promotion
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- Brochures and Posters: Display eye-catching materials in the waiting room and treatment rooms. Use simple language to explain how the saliva test works and how it can help patients get more personalized care:
- Example tagline: “Your saliva holds the key to personalized care. Ask us how!”
- Direct Conversation: Have the dentist or hygienist explain the benefits of the saliva test during routine visits. Personal interaction reinforces trust and the value of the service.
- Brochures and Posters: Display eye-catching materials in the waiting room and treatment rooms. Use simple language to explain how the saliva test works and how it can help patients get more personalized care:
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- Patient Handouts & Follow-up
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- Post-Visit Information: Provide patients with printed or digital handouts after their appointment, summarizing the benefits of the saliva test.
- Follow-Up Messages: After a patient has taken the test, send personalized messages highlighting how the results will influence their ongoing care.
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- Online Reviews and Blogs
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- Patient Reviews: Encourage patients who’ve benefited from the saliva test to leave online reviews, mentioning how personalized their care feels.
- Blog Articles: Write blog posts that delve deeper into the science behind the saliva test and why personalized care is more effective for long-term oral health.
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By integrating the UVP of Salivary Diagnostics into various patient touchpoints—digital, in-office, and personal conversations—you can create a consistent, influential message that emphasizes the benefits of preventive, personalized care.
Using regular, non-dental terminology will make your communications less threatening, more in-line with your patient’s vocabulary and ultimately more effective.
To effective communication,
Michael
Graduating Magna Cum Laude and elected to OKU from Tufts, Michael did a GPR and then entered Private Practice and Academia in 1977.He was on Faculty at Columbia University and New York-Presbyterian Medical Center and New York-Presbyterian Medical Center for 30 years in many positions including Director of the GPR program and Director of the course on Practice Management.
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.
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.
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