How to Be the Obvious Choice

Suzen Pettit

“This seems like a lot of work for God’s sake. I have a website. I have a Facebook account. I send emails. I am a busy so and so. Why do I also need to be creating all this “content”?”

Let’s discuss amongst ourselves:

In order to make your medical practice or business stand out these days, you will need more than a website. You just do, even if it’s a beautiful one, and here’s the reason why: there are many of you out there, I’m sorry to say. There are many of me out there as well, if it makes you feel any better. So, what, in this new world of information/media blasting overload and intense competition, will make you and your business stand apart and get noticed? The number of medical practice websites have more than quadrupled in the last 6 years. Getting noticed as the clear choice of specialists is getting harder and harder, unless you are in an industry with no competition.

So what sets you apart?

Your reputation-hopefully a good one- for sure,
The quality of your work or products,
Yes, your great customer service, for sure.

But guess what? Your competition also has a great reputation, gets referrals and has great customer service. And they give full refunds, no questions asked. So. Back you are at square 1.

The businesses that are knocking it out of the park these days are the ones who are offering services that bridge gaps, like the urgent care center who, instead of competing with the hospital emergency room, compliments and works alongside it instead, to offer patient services that will free up the hospital to focus on the real emergencies, shorten the lines there and hence become a part of the community triage rather than the competition. It’s also the company that’s under promising and over delivering, giving extraordinary service, serving you efficiently, and accessibly. They’re also generous with their “stuff”. What “stuff” ?

Well let’s make a list; this is just a sampling:

Urgent Care Centers who are reaching out to the community via real time health alerts on Facebook, email blasts, health education offered on their website, and a soon to come video blog, Dr. Brown’s Medical Minute
Grocery and food specialty stores offering free samples)
Service websites offering free/e-book/consultations/an analysis
Service professionals offering free tutorials either through articles, blogs or video’s
Companies offering discount coupons through services such as Groupon or Living Social
Doctors offering free screenings at health and community expo’s
Realtors offering a professionally packaged (free) Comparitive Market Analysis
Attorneys offering a free consultation
Online Book publishers or marketers offering a free chapter of their book
Extended hours and efficient customer service with no red tape or tons of paperwork created to make you lose your mind
The elimination of the doctor’s office “Window Nazi” (good riddance!)

And on, and on.

When the new guy comes to town and chooses to compliment existing services rather than compete, to reach out to the community rather than put up a bigger sign, chooses to hire a community outreach person to see how the community and surrounding businesses can work together rather than slash prices and undercut the neighboring prices, chooses to enhance the community rather than enhance their pockets, now THAT’s a differentiator that will prove to be a win-win for both the community, the patients and the practice.

Check out the amazing reception Doctors Express received from the Danbury Community the night of their recent grand opening.

Find more great tips from Suzen at Omaginarium.com