What is Your Unique Value Proposition?
While it’s true that comparing yourself to others is not a good strategy for personal growth, it’s always a good idea to check out the competition when growing a successful dental practice.
According to a 2019 report in the National Library of Medicine, there are over 200,000 active dentists in the United States which works out to be 61 per 100,000 resident population. As of this year, the industry research company IBISWorld estimates almost 186,000 dentist businesses are operating nationally.
That can feel like a lot of competition and we recently shared steps to take to stand out in a saturated dental market, including an improved patient experience and diversified marketing tactics.
Another important question to ask when promoting your practice, is “What is my unique value proposition?”
Determining Your UVP
Unique value proposition – or UVP – is the factor that will set you apart from other dentists in your area. It’s what will make people choose your practice when faced with numerous other “dentists in my area” search results.
If you offer a special service that no one else does, that’s easily your unique selling point. However, even those practicing general dentistry can determine differences and special features that attract new business and retain long-term patients.
First, look at online reviews and ask satisfied patients for feedback when following up. Discuss with your team their thoughts on the most valued aspect of the practice – and suggestions on which areas to focus. A unique picture will start to emerge allowing you to narrow your focus and target market.
Consider your UVP as the solution you provide for your patients beyond regular cleanings and the occasional filling. What problems do you solve that keep patients coming back and referring you to friends? Convenient location? Great with kids? Here are some other examples that may click with you:
- Low-cost services for underserved community
- Sedation dentistry for fearful or anxious patients
- Extended hours for flexible appointments
- Calming extras such as headphones, warm blankets, or aromatherapy
- A cheerful, collaborative team focused on patient satisfaction
- Rebuilding smiles through implants, veneers, or aligners
- On-site technology for 3D printing – all in one visit
The Benefits of a UVP
Once you know what lifts your practice above the competition, it’s critical to capitalize on your unique value proposition – in branding, marketing, and purpose.
Not only do you want to tell potential patients what you offer, but why. Let them know it’s personal to you and your team to provide the safest sedation, new crowns while they wait, or flexible payment plans, to name a few. Seeing your investment in their oral health will build trust and loyalty with your patients.
Maintaining a strong social media presence can help showcase your personality and services in a fun way that will reach different demographics. Highlight that identity and messaging on your website, in direct mail, advertising, and more. Writing a regular blog about your services, purpose, and community can shape your UVP for current and prospective patients.
While it’s important to know that regulations prohibit dentists and other professionals from claiming they’re “the best” in town, it’s always aspirational to provide the best care possible – no matter what your unique value proposition may be.
RAMP has taken its own advice by identifying and emphasizing our unique value proposition as experts in marketing for the dental industry. We’re committed to helping dentists find solutions for a successful practice so they can focus on what matters most – their patients.
Contact us today for a complimentary review of your current marketing strategy.
