When you and your team have done the work to determine your Unique Value Proposition (UVP), you also know the who, where, what, and why – with clear benefits. Now it’s time to communicate it in a manner that the household decision makers in your practice neighborhood will respond to. Simply knowing your practice differentiators is one thing.

Knowing how to communicate them to your target audience is another.


As the decision-makers in their families, women need to be marketed to differently. They are more interested in the purchasing experience than the transaction itself, and they are driven by empathy, relationships, and communication.

Building relationships takes time and effort as you well know, and you work hard to build relationships with your patients by giving them an excellent experience while visiting your practice.

Your team is warm and friendly and you make a concerted effort to educate your patients about the benefits of excellent oral health. To increase treatment acceptance, you work with your patients to ensure they understand how they can maximize their benefits, take advantage of financing options, and explain the benefits of the treatments you recommend. Your marketing efforts need to be an extension of this experience, and the message you communicate needs to resonate with the female head-of-household’s need to obtain quality compassionate care for her family.

When communicating your UVP, using a warm and caring “voice” that women will respond to while educating them on the reasons your practice is their family’s perfect choice will take you further than telling them about your state-of-the-art dental practice. While you may be thrilled with your new CBCT scanner because it makes your job easier and it is a sweet piece of technology, your prospective patients want to know its benefits – that it improves treatment outcomes, allows for comfortable scanning with no goopy impressions, and speeds up their treatment time, all while using less radiation than traditional methods.

Using phrases like 
“warm, caring, and family-focused” 
is more appealing to women than phrases like “exceptional dentistry.” Always avoid using technical terms and industry jargon.

This will help your dental practice marketing

Once you’ve identified your key phrasing, it must be consistently used and reinforced in all marketing collateral, and in your patient communication scripting and team talking points… “Our practice has been in your neighborhood for more than 17 years, which means we have treated hundreds of patients and understand the importance of gentle treatment and on-time appointments” … “unlike <other dental offices or your past experience> what makes our practice different is…”

And remember first impressions count. 

Do the following reflect your established unique value proposition? 
  1. Office building, exterior areas, and entrance 
  2. Practice signage, billboards
  3. Marketing materials – direct mail, website, reviews
  4. Reception – cleanliness, friendliness, enthusiasm
  5. VOICE MAIL – if this can be avoided – answer live for superior UVP performance
  6. Appointment timeliness, treatment rooms, team personalities
  7. Services, payments, follow up.