Healthcare Businesses. Why Your Why Is So Important.
Understanding and effectively communicating your ‘WHY’ makes the reason your healthcare business exists clear to your patients (and your team).
You need to work out:
Why does your practice or clinic exist (over and above to simply make money)?
You have to do this so that you can articulate who your healthcare business is for - and just as importantly, who it's not for.
Now, I don’t want you to make the common mistake of assuming this kind of thinking is only for big companies or just waffle.
Your Why is an important topic, and I’m going to share a new way of thinking about your practice that is one of the keys to helping you stand out from your competition.
International thought leader Simon Sinek has a groundbreaking presentation on youtube about this called ‘Start With Why’, which is well worth watching if you have the time.
In his talk, Simon explains:
‘People don't buy WHAT you do. They buy WHY you do it’.
I’m going to save you time by summarising and adapting his talk in a way that’s super relevant for you.
So here’s the truth about healthcare businesses.
Every healthcare business in the world knows WHAT they do. They know HOW they do it.
But very few actually know WHY they do it.
Now before you say to improve health or make money - that’s not your own unique WHY. I’m talking about your cause - your own values.
So ask yourself: why does your practice or clinic exist? (What's your mission?).
The #1 big mistake I see a lot of healthcare businesses make is just saying: 🗯
We do Dentistry/Invisalign/Facial Aesthetics (insert your particular treatments here)
And then they lean back and hope for a patient to book. But that’s dull and uninspiring and also very passive.
If this is effectively what you’re saying too, then it certainly doesn’t describe what you do differently from all of the other dental practices in your area. There’s nothing to make a patient book you over the competition.
Because you're not answering the most important question.
The Power Of Why
Finding your own why is incredibly important because it will influence everything you do going forward. That’s the reason successful businesses start with the ‘WHY’ part first. This will prove to be a solid foundation for your practice or clinic that many others don’t share.
So when you do this, you’re already a step ahead of a lot of your competition.
Your WHY is the thinking behind your healthcare business. It’s the answer to this question:
“WHY would a person book your practice or clinic in particular?”
After WHY the most important word in that sentence is the word person. What would uniquely draw them to your practice?
You don’t want your answer to sound generic. It has to have the personality of your practice baked right into it. It shouldn’t sound like it comes from anywhere else.
So - how can you define your own WHY?
✨ Start your WHY statement with the good you do - what is it that makes your healthcare business unique for your ideal patient.
✨ But remember - don’t just say it if it isn’t always true.
✨ If you’re effectively saying you’re no different from all the other competing healthcare practices or clinics, then you have a big problem.
✨ You must offer a different, better and more valuable experience - and when I say value - I don’t mean anything to do with price.
To get you thinking - your WHY is connected to the huge human benefit that people get from the transformation you deliver.
When you’ve established your own WHY, then you can really start resonating and attracting those idea patients - the ones you can serve best!