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Practice Management for Dentists, Develop a Unique Selling Proposition

Jun 8, 2008
Each day we receive dozens of phone calls from Dentists all over the United States asking for advice. We get different questions ranging from "When is my next postcard mailing?" to "What are the benefits of the patient newsletter?" and everything in between.

Lately we've come across a trend of questions such as, "How do I develop a Unique Selling Proposition?"

For those of you that don't know, a Unique Selling Proposition (USP) is that one thing that makes you different, or unique, from everyone else in your profession. It takes the commodity of dentistry, and gives you that advantage that the dentist next door doesn't have.

Ask yourself, "What do I do to make myself different from the dentist next door?"

If you said you are kind and gentle, scratch that, 99% of the dentists I talk to in a day give that same answer.

With that said, there are 3 ways to differentiate yourself from your competition.

1. Stop copying what everyone else is doing!
This is a trend in dentistry that needs to stop. Sure, there are services out there that everyone will have, but then there are options that will make you better. If you are saying, "I'll wait to see what everyone else does, and I'll copy that." It is too late. Everyone else will beat you to the punch (and the patients).

2. Be the best at your craft (dentistry).
Don't settle for the top 10%, be the best. Have the best equipment, the cleanest office, the kindest staff, and do the best dentistry possible on every patient. Don't worry about new innovation, just perfect greatness, perfect dentistry.

3. Do something different.
What if you were not the 'one stop shop' for dentistry, but only offered fillings? The best fillings, done by a filling specialist. Don't be someone that dabbles in fillings, be the expert. Composite, front, back, top, bottom. Know everything about them, and soon you will become the filling expert. This one seems crazy, but there are other options: finance every patient, give away a car; the sky is the limit.

Three ways, all extreme or tame depending on how you take it. If you want the same results, money, and recognition as everyone else, go ahead and be like them. If you want more money, more recognition, and better results, then, be different.

Action-to-Take Tip: Take a few minutes out of your crazy day, sit down with a piece of paper and a pen, and write down all of the things that you think make your practice great. Once you have a clear list compiled, look at it and come up with ways to make each thing even better. If only two or three of your improvements turn out to be feasible, then that's two or three things that will set you apart from the rest.
About the Author
James Erickson is the President of EMC Dental Marketing which gives Dentists a resource for turn-key dental marketing programs and dental practice marketing education including new patient attraction, and internal marketing systems. Visit www.EMCdental.com and get a free practice
building kit sent directly to your home or office.
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