What’s My “Why”?
According to Simon Sinek’s “Golden Circle” concept, the “why”is the foundational belief that inspires your work and sets the tone for your practice. For dentists, discovering and articulating their “why”, the core reason they chose this profession, goes beyond clinical skills or routine patient care. This might be a passion for transforming smiles, enhancing patients’ overall health, or making a positive impact on patients’ lives. Your “why” should come from what genuinely motivates you. When clearly defined, it should help you to create a deeper connection with both your team and your patients.
Your “Why” Becomes Your Brand
Patients rarely choose a dentist based solely on technical skill; instead, they are drawn to practices where they sense genuine passion and purpose. Your “why” and your story are key to building your brand, and with it, trust and loyalty with patients and community members. In today’s digital world, building a strong personal brand as a dentist goes beyond having a good website or a catchy slogan. It’s built in every interaction patients have with your office, both in person and online. A strong brand, based on your “why”, builds trust, communicates your values, and can set you apart from other dental professionals in your area. It can also turn satisfied patients into your most powerful advocates or brand ambassadors. Many practices use their “why” to craft a mission statement for their practice. This is one phrase that summarizes your north star, or your why, and allows you to succinctly share it with your team.
Weave Your Why Into Every Patient Experience
Once you have clearly established your “why” and feel good about your brand, weave these elements into as many touch points as possible. Your website, social media platforms and patient interactions are all excellent platforms to tell your story. Let patients know not just what you do, but why it matters to you and how that benefits them. These benefits also become your differentiators in the marketplace, positioning your dental practice to attract patients who resonate with your values and the experience you offer. Differentiators are the how in how you express your why. Examples would be offering advanced dental technology, such as same-day crowns or 3D printing, creating child-friendly environments or providing flexible hours or comfort amenities. All of these work toward creating an experience within your practice that is uniquely you, that reflects your why and makes your practice stand out.
Branding as the Foundation of Marketing
At first glance, this discussion of why/brand/mission might not seem like marketing, but the truth is that it should be the foundation of your marketing. Internal marketing, or marketing to your existing patients, is ongoing through patient interactions. Telling your story, enhancing your brand, and offering differentiators that uphold your mission, can be enough for patients to refer their friends and family to you. This is the ultimate goal AND the best kind of marketing there is. We recommend that before practices dive into the world of marketing and all that entails, you ensure that your why, your brand and your mission are strong and that you and your team are using these tools to enhance the patient experience.
Need support with any of the following? We’re here to help.
- Establishing my “why”
- Effective use of online presence
- Enhancing your brand throughout your communication
If you missed our last post on Revenue Cycle Management, you can read it here!
We also introduced a clinical blog this month, our first one is on products to use to reduce post-op sensitivity for your patients. Check it out here!
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