1. Patients do not buy your services-they buy solutions to their problems. This old adage never fails: promote the sizzle, not the bacon. Your patients are looking for what the nose job, breast augmentation, chin augmentation, etc. will do for them. They are looking for the best (highest quality, safest, least expensive) way to get that sense or feeling they desire. Focus on that.
2. How your staff feels is eventually how your patients will feel. No matter how much you try, the bottom line is your patient will have more contact with your staff than with you. How your employees feel about their situation at work will ultimately be translated into how your patients perceive your practice. Fill your practice with happy, positive and motivated people and you will increase the opportunities for your patients to have a positive experience.
3. If you are an underdog, only compete in market segments where you have or can develop strengths, avoid head-to-head competition with dominant competitors, emphasize profits rather than volume, and focus on specialization rather than diversification.