Many dentists are so focused providing patient care they become blind to how the dental practice is actually being perceived in the eyes of the community.
“Authenticity is the new currency in marketing,” explains Dr. Bruce B. Baird.
According to Stackla, 86% of consumers claim authenticity is a key factor when deciding what brands they like and support. This means your marketing message must align with delivery, or be prepared to suffer the consequences from the negative buzz your patients spread throughout your community.
And doing what you promise to deliver is only a piece of the pie. Who you are, what you believe in, and how you demonstrate your philosophy of care is critical when it comes to long-term business success. People are more hungry than ever before for true, authentic connections.
For example, if your tagline is “We treat you like family“, but your office misses 60% of incoming calls, you don’t enjoy getting to know the patients and don’t offer flexible payment options, chances are delivery is far from a family-like atmosphere.
So, how do you know if you are practicing authenticity and sending out marketing messaging that truly reflect the services you provide? Use this assessment to take control of how you want others to see you and your dental practice in 2021.
1. Investigate Your Reviews
Pull your top 3 patient reviews, and the bottom 3. What words do they use to describe you? Whether you like it or not, those are the words of the story you’re sharing. Are your patients telling a story you want to hear?
2. Examine Your Marketing Story
Take a look at your website, printed advertising, social media, and any video or radio campaigns. Do you see the same words popping up that are in your top 3 reviews? Is the messaging congruent with what your patients are saying?
3. Control The Outcome
Dedicate some quiet time and complete the statements “I am….” and “My practice is…”. Shoot from the hip and write down as many descriptors that come to mind. Try to get 25 for each. How do these statements make you feel? Are there any discrepancies between how you want to be perceived and reality?
Just like practicing exceptional clinical dentistry, being authentic works when you are intentional. You have the power to share an incredible authentic story that will give you all the patients you desire and more.
Productive dentists that consistently produce 5-Star patient experiences and massive raving fans have three things in common when it comes to generating year over year growth in the practice:
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