Creating & Maintaining Winning Brand Differentiation
A rainbow-striped zebra standing among regular ones
“Customers want to know in concrete terms what it is about your product or service that is better than the rest.”
– Jaynie Smith, Creating Competitive Advantage
Because of the way insurance companies have communicated dental fee coverage to their policyholders and due to a lack of consumer education, consumers – including your existing, lapsed, and potential patients – perceive that all dentists are the same. This can be the kiss of death to your dental practice.
Clear and consistent communication of how you are unique is critical, but it can be a daunting task if you are not armed with the information you need to make your practice stand out in the sea of sameness. The only way for a dental practice to stand out is to differentiate your Unique Value Proposition (UVP). This means you need to know your audience and what they want and serve it up in a way that’s unique, relevant, and memorable to that audience.
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