Differentiation "I Should Hope So"

Successful dental practice differentiation requires distinguishing a practice from competitors on an attribute that is meaningful, relevant, and valuable to potential patients.  In reality, most practices use attributes that are often accepted and expected by consumers.

A good rule of thumb is that if you can say, "I should hope so," or, "I would expect that," after you select an attribute, it's a platitutude - Webster defines a platitude as: A cliche. A trite or banal remark or statement, especially one expressed as if it were original or significant. Lack of originality; triteness. The point is...don't use it!  Here are a few examples: Friendly; Affordable; Caring; Dedicated; Committed to clinical excellence - "I should hope so".  They are cliches; spurious, not compelling. Definitely not what we want as differentiating attributes.

What are those value-added features that provide true benefits to the patient? Make it a team project at your next few team meetings to identify them.  Whatever your selection, it's imperative that each and every team member own it, are proud of it, and share it with current and potential patients.

How about: Our Family has successfully served the community for over 60 years (stressing Family Tradition in a multi-generational dental practice). "I would expect that?" - probably not. It's more than would be expected!  Or, Over 3,000 Implants successfully placed.  "I should hope so?" - no, that is much more than the prospective patient hoped for.  You get the idea.

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