Being thought of as a Top Doctor begins with credentialing yourself that way in your marketing and through the words of your staff. Nearly every doctor has the ingredients necessary to credential themselves, but it’s all about communicating a clear, consistent message to your potential patients. Credentials include so much more than your board certifications, awards, and society memberships. In fact, it’s more important to credential yourself as a passionate physician who has mastered their craft. This article focuses on where to credential yourself and your practice, because a consistent, repeated message is the key to be remembered by the patient.
Teaching Your Staff to Sell You as The Top Provider You Are, and Building Your Reputation with Smart Bios
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Your Website is the Most Important Digital Source of Credentialing Information for Prospective Patients
Most patients will find you on a search engine, social media page, RealSelf, or hear about you through a friend or physician referral. All of those patients will check out your website prior to walking into your office, most of them will so before they decide to reach out to you. What you write about yourself here matters the most.
Your bio on your website should provide a solid case as to why you are passionate about your areas of focus, how you became skilled in these procedures, and outside reviews of your work and care for patients. This is easy for ivy-league graduates of plastic surgery programs with awards and many years of experience. But what if you’re a family practice D.O. who recently decided they would rather not play the insurance reimbursement game?
Your philosophy or “about the practice” page should be a place where you outline your ethics, level of dedication to the field, and build trust with potential and current patients. I often see this part of the website overlooked by practices or watered-down with language that nearly every provider uses, such as “natural-looking results” or “treatments tailored to the individual.” This is where it becomes important to understand how to show rather than tell, and go beyond surface-level discussion of your brand and offer a set of values your patients can believe in and trust upon.
Individual procedure pages on your website do need to outline how procedures work and what results they can offer, but these things should play second fiddle to why that potential patient should choose you as a provider. Do you have 10 years of experience sculpting the bodies of your patients’ dreams? Do you have an award for being the area’s top Botox injector? That should be on every body contouring page of your website. Don’t be ashamed to claim awards from manufacturers, either.
First impressions usually start with a phone call or email, so your reception staff needs to not only know how to credential the practice and each provider around each of the services your practice offers, but they also need to understand how to insert this into each and every conversation, even when the patient doesn’t outright ask them about it. I have found it’s helpful to formalize these credential statements into a guide of bulleted points, which will allow your staff to convey the same message in their own unique language, creating an authentic conversation.
The most important part of your profile bio is why patients should trust you, so you want to add some generalized credentials there. Don’t worry about touting your board certification, savvy patients will hunt that information down on their own. Instead, focus on credentialing yourself as passionate – about a lifestyle, a type of procedure, a cause – something that patients will be able to connect with you over. You’re looking to build trust, and people who are passionate and seek to master their craft are more trustworthy than those who tout certifications.
Start to think of social media posts as a way to share your unique knowledge and skill, rather than telling the world about how a machine or procedure works.
Captions on Instagram and Facebook are a great way to share mini-blogs that detail your unique techniques. For instance, do you like to pair RF Microneedling with PRP? Many practices are highlighting this combo therapy lately. What makes your procedure unique? Do you find that injecting the PRP as well as applying it topically provides a bigger boost to your results? Do you do multiple passes with the RF Micronnedling at several depths and layer PRP over top after each pass? Talk about what makes your treatment unique and you’ll be creating an advantage over competitors.
Similarly, video posts are the perfect way to show off the results of your unique approach. There are two types of videos that perform especially well: patient transformation stories and videos that show off the phenomenal results from unique procedures. If you can prove your unique approach makes a bigger or better impact than the results others are able to achieve, you will create a following of fans who trust you. When those fans become patients, you will no longer need to spend valuable office hours explaining why potential patients should choose you as their provider or trust your process, and that will skyrocket your closing rate for consults to paid procedures.