Over Promise and Over Deliver

September 18, 2008 – 7:17 am

There’s an old cliché in business that says you should under promise and over deliver. Unfortunately, these days simply delivering on weak promises will not bring patients back. Since the onslaught of the Internet, it’s very easy to shop around for a doctor – and patients do shop around. So, next time you are re-evaluating your practice marketing plan, ask yourself two questions:

1. What about your practice makes it stand out from the rest?2. Does your marketing campaign focus on what makes your practice stand out?You want to find your practice’s strengths. It can be friendly service, doctor experience, convenient hours or small wait time. And then, you want to take that strength one step further. Here is an example of this:

When I moved to Chicago, I looked for a new doctor. After asking friends for referrals and checking out websites, I decided to go to the Northwestern Memorial Physicians Group (NMPG). The website states:

Our physicians and staff are committed to providing the highest quality healthcare in a friendly environment.This statement is pretty bold – it promises friendly service in addition to great healthcare. And, yet, they manage to take it one step further every time. I have had the same nurse from day one. To me, this makes the experience much more personal and comfortable. Also, my doctor makes a point to spend the first few minutes of every appointment just talking about life. And the best part is the service in general – I have never spent more than ten minutes in the waiting room.

Creating a new marketing plan to embrace over promising and over delivering does not have to cost a lot of money. A patient is not going to come back for the free donuts and coffee. They are coming back for the good service. So, find your practice’s strengths and run with them. And don’t forget what Ben Franklin once said: “Well done is better than well said.”

-Mary

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