Today I’m taking it easy, recovering from gum surgery. For those of you that have undergone this procedure, you can empathize that it’s not over until the sutures are gone!
Interestingly, throughout the experience, I noticed my thoughts travel beyond my own discomfort to a closer examination of the depth of my dentist’s (and client’s) brand. Not surprisingly, I guess, since I don’t often have the opportunity to experience my client’s services as the actual client.
Here’s what I noticed:
Every single time the clinic ‘did’ (in service) what the clinic ‘said’ (in marketing), I felt greater trust as a patient. It’s like going on a blind date and finding out every step of the way that what the person wrote online (which is what captured your attention in the first place) was true!
Stop telling yourself that your medical clinic’s brand is the same as that of your peers. Whether you’re a dentist, naturopath or chiropractor, there are an infinite number of ways to deliver the very same service. The point is to gain clarity about what distinguishes your approach and to articulate it in as genuine and deep a manner as possible.