Let’s take a look at your practice through a fresh set of eyes and make sure you are outing your best foot forward.

What can your patients, referring physicians and staff expect as they work for you?

Consider what makes you different than other physicians in your medical specialty. Why would a patient choose to work with you rather than the physician down the street?

Businesses distinguish themselves and grow by consistently delivering on their promises. Here are a few examples:

  • Disneyland: the happiest place on earth.
  • Amazon: to build a place where people can come to find and discover anything they might want to buy online.
  • Starbucks: to inspire and nurture the human spirit – one person, one cup and one neighborhood as a time.
  • The Ritz-Carlton Hotel: a place where the genuine care and comfort of our guests is our highest mission.

What promise do you make to your patients, to your staff and to your referring physicians? Are you like a medical Ritz-Carlton? Would you like to be the happiest medical office in your state? The absolute low-cost option?

Once you have clarity about your unique value promise, practice building decisions follow naturally.

  • If you promise compassionate care with a human touch, you know that you need to ensure that all patient encounters reflect your compassion.
  • If you promise the most innovative, cutting-edge treatment, you might blog about new products and services and medical breakthroughs.
  • If you build your reputation around “telling it straight,” your website and all communications from your office need to be to-the-point.

Make sure that your promise is something that patients want. You could say, “We practice evidence based medicine.” Patients have no idea what that means! On the other hand, patients can and do relate to promises like “we help you get back to the activities you love.”


Test your value promise with your patients. What do you say when people ask, “What do you do?”

You can describe yourself in one of three ways:

  1. You can position yourself by your medical specialty.
  2. You could offer a description of the medical conditions you treat, or diagnostic / therapeutic tools.
  3. You can describe yourself in terms of the results you help patients get.

The most magnetic positioning statement answers these three questions:

  1. Whom do you serve?
  2. What results do you help people get?
  3. Why is this result important?

Your value is measured by your ability to make this transformation.

  • What is your physical look?
  • What are your colors?
  • Do you have a logo?
  • Do you have a uniform?
  • Do you carry your look?
  • Are you engaged in social media conversations?


Read more in our book, The New and Thriving Medical Practice