Practice Management: Unique Selling Points
MedEsthetics – October 2017
by Karen Zupko, President
Help your practice stand out by recognizing what makes it unique in the marketplace.
“The doctor is board certified.” This is the answer I hear most often when I ask a new practice manager what makes her practice unique or special. While being board certified is an important credential that potential patients are wise to verify and value, there are thousands of board certified plastic surgeons and dermatologists nationwide, so it’s not that “unique.” In fact, in some urban areas it’s common to have 12 or more board certified aesthetic specialists in a three-block radius—and five or more in the same high-rise building. So, let’s back up a minute and take a look at the meaning of the word unique. Merriam-Webster’s Dictionary defines it as “being the only one” and “being without a like or equal.”