Simply by virtue of having different founders and people managing/working within them, every healthcare practice has aspects which distinguish them. Even those with the same modality/s and in the same market segment (which from the outside might look very similar) are quite different when you get into the nuts and bolts of them.
But what makes you stand out in the eyes of your patients and clients, particularly compared with your competition?
And stepping back, have you clearly defined for yourself and your team what you want these factors to be?
Whether you have an existing practice or are looking to branch out and set one up, establishing your point/s of difference is key. These impact every element of your practice, such as layout and environment, how you communicate with your patients, and what methods you use to market your practice overall – everything about your practice really.
In this article, we’ve accumulated some pointers and questions to help you review and pinpoint what distinguishes your practice from the rest, and ultimately establish your competitive advantage and unique offering!
Who are your ideal patients/clients?
Do you have a particular group or segment of patients you’re looking to service? Defining their core and specific needs will help you to understand what it is they’re seeking from your practice. Identifying this, ideally by surveying them (in both structured and less formal ways), will really underpin your success.
What are your core services? And what add-ons do you offer?
Is your practice concentrated on a specific modality? If so, within that modality and the breadth of services you could offer, what will you and your team be focusing on? Alternatively, are you striving to provide a comprehensive multidisciplinary service offering from a central location?
Perhaps you have close partnerships with allied healthcare providers who complement your services. And are there products that your patients would like to be able to purchase directly from you – either for convenience or because they’re hard to obtain another way?
If you’re considering adding specialist and/or allied health clinicians into your practice, check out our article, ‘Should We Add Other Modalities To Our Practice?’
You and your team could also consider working with local organisations in a voluntary capacity, contributing even more to your local community. Some potential community engagement tactics include providing work experience opportunities for secondary school students interested in your modality, lending a helping hand by sponsoring a local sports team, or hosting a health information session for a disability organisation.
When and where can patients access your services?
Do you have particular availability that makes you stand out? Perhaps you do home or community visits, or open some evenings or times on weekends. Do you offer telehealth for some or all consultations?
You might tailor your services to individuals or groups with specific needs, or specialise in a particular patient group.
Your location is also relevant – ease of access to transport and parking options are important to clients, as is proximity to other services they may need. This might include those related to your services, so perhaps a hydro pool if you’re a physio, imaging if you’re an orthopaedic surgeon, or a chemist if you’re a GP or likely to prescribe. It can also be more generic factors, like clients being able to easily tick off other everyday errands after they visit you.
How do you deliver your services, so that your patients get the experience you’re seeking?
This relates to everything from the way your patients interact with the practice, how you provide and receive the information they need, how welcoming the practice environment is and how your clinicians conduct their consultations and sessions.
How do you price your service offering, to reflect everything that you bring to your consultations and the experience your patients receive, as well as well as the expectations of your patients?
As you dive into reviewing the above, as well as all the other factors you’ll identify along the way, it’s clear that there are lots of ways in which you can differentiate your practice from the competition, create the fantastic service offering you’re seeking for your patients, and gain the satisfaction you’re striving for.
The next step is to discuss proposed changes with your team, get their feedback and buy in, then tailor your strategy accordingly; administration functions, service delivery, marketing & promotion etc. We have a range of other articles that can help you to work your way through, including covering:
Check them out and get your practice thriving!
The Augmentum team provides a broad range of consultancy and management services, supporting healthcare business owners and decision makers in other key areas such as strategy development and action planning, building effective foundations and teams, keeping your finger on the pulse, and driving growth and success. Get in touch to find out more, or check out our website www.augmentum.com.au.
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