Competitive Advantage
“To be a great champion you must believe you are the best. If you’re not, pretend you are.”
––Muhammad Ali
Create a Unique Competitive Advantage (UCA)
Your UCA is what makes your business stand out form the crowd of every other business. It’s what helps your patients understand how you’re different, and it shows how this difference is an advantage or benefit to them.
The UCA can be many things. Here are some examples:
- IT can be your UMM (problem/solution statement itself.
- It can be the type of patient you treat (niche)
- It can be the way you provide your service (24-hour emergency care)
- It can be your style (gentle adjustments)
- It can be the speed of service or the quality time spent with a patient
- It can be a payment policy (group package rates) *check state laws
- It can be a solid guarantee (my personal favorite) Guaranteed best consultation you ever had. *More on this later
It has to be the right UCA for you, your business and your purpose. A great UCA does the following:
- It speaks to the WIIFM (What’s in it for me?) first and foremost
- It makes it clear who the service is for
- It communicates something others are not communicating
- It offers a difference that is interesting
- It guarantees a level of performance
The mistake most doctors make is not looking at their practice/business from the point of view of the client. What can you see about your practice from their point of view that is fascinating, helpful, unique, or dynamic? Look for the WOW factor that sets you apart.
Here is an example: “For the time sensitive patient on the go-we offer morning commute hours. From 7-9 A.M. we guarantee you will be in and out in just 15-minutes or the treatment is Free!”
This is a great guarantee because you attract the people who want fast service and it motivates you to do a better job so you can meet the 15-minute treatment window. Restrict this time to existing patients only. No new patients!
Dr. Perry Nickelston, Vice President of Practice Development for K-laserUSA and clinic director of the Pain Laser Center in Ramsy, NJ.
1-866-595-7749 Ext #2
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