1, positioning is the beginning of the opening to consider the issue
Clinic positioning, is based on their ability to determine the target patient groups, the establishment of a unique clinic image, carefully designed clinic of the overall imagination, sparing no effort to disseminate the image of the clinic, so as to occupy a unique in the minds of the target group of patients, a valuable position of the process and action. Its focus is the psychological feeling of the target patient group; its path is the design of the overall image of the clinic; its essence is based on the characteristics of the target patients to design the medical behavior attributes and dissemination of the clinic's image, in the minds of the target patient group to form a deliberately shaped, unique image of the clinic.
The dental clinic first of all to figure out the object of service, to know your patients mainly from that class, do not see other clinics with high-grade equipment, luxurious decoration, expensive fees, excellent management, their clinics to him, choose the same level of patients with him, that they can also do as well as others, that would be a big mistake. The clinic in the positioning is should be correctly evaluated their own, according to their ability, the same is the clinic positioning in the big taboo.
At the beginning of the clinic opened, many doctors are not sure where their patients come from, due to people's traditional concepts are not easy to change, medical conditions are different, medical
Changes in insurance policies, as well as changes in transportation and other factors will lead to doctors and the vast majority of the previous patient's relationship with the estrangement and disconnection. Less than 30% of patients continue to stay in touch with a doctor with each change of provider. Therefore, once a dentist makes the decision to practice, he or she must "forget the past," must "start from scratch," and must reorient himself or herself.
2, market research is the basis of clinic positioning
Market research refers to the supply and demand situation in the market and its trends, the use of scientific methods to collect, record, organize and analyze the means of information related to this. Can probably be divided into two main categories: environmental surveys and thematic surveys.
I investigation of the clinic site around the same industry, including the number of clinics (clinics or hospitals), the number of treatment chairs charges, the number of doctors, the daily clinic hours, as well as the basic situation of decorative style.
II Understand the population density around the clinic, the nearby residential neighborhoods, housing prices, occupancy rate and so on.
III Evaluate the economic situation and consumption level of your friends and relatives, whose referrals will be the main source of patients for the future clinic.
IV Correctly analyze and evaluate your own medical skills and those of the doctors you hire.
By knowing and grasping the basic situation of the surrounding area, it is possible to draw a conclusion about the positioning of the clinic. The positioning of the clinic determines everything about the clinic, including the upcoming clinic decoration, the selection of equipment and devices, the setting of fees and so on, and also determines the future turnover situation and the size of the profit.
3, advocating "the purpose is to create customers, the only profit center is the patient" principle
If you do not have enough customers, no leading technology, perfect products, attentive service, reasonable pricing, you will get nothing. Dental clinics should create a complete file for each patient after treatment, keep in touch with them regularly, know their needs, and also keep them informed of changes in care and services. Dentists are aware of the importance of patient retention, how the clinic operates is determined by the change in the number of patients, to establish a monitoring system to constantly observe each month's turnover, market share, the number of first-time repeaters, the patient's source and the patient's level of satisfaction.
Turnover should not be the clinic's primary concern, but rather the successful clinic should concentrate on how to maximize the benefits of its medical activities for patients and potential patients. The fundamental desire of the patient is to develop (or design) a treatment plan for their disease that will have the best results, cause the least pain, take the shortest time, and cost the least amount of money. Never assume that because a particular patient is wealthy, you can offer some expensive but inappropriate program; one day, you will lose that patient forever. Only in the patient's position for his consideration, in order to win the patient's heart, become a true friend of the patient, and ultimately also for the development of the clinic to lay a good foundation.
4, establish a brand, create their own clinic brand effect
Good clinic, let the patient to remember the clinic, rather than a doctor. Some people think that as long as my doctor is famous, you can create a brand. This brand is based on the personal effect, patients only remember a certain doctor, once the doctor left, the whole clinic will face a serious crisis. Clinics need famous doctors, but more importantly, they need an overall image to convince patients that any doctor in this clinic is good and credible.
For the clinic, it is necessary to establish a clear image of their medical services in the minds of patients. This is clinic branding. In the medical market, similar clinics are becoming increasingly competitive, patients gradually become the dominant time, the brand is even more important factors affecting the success of the clinic. Clinics should be good at analyzing the psychological characteristics of the patient's medical needs, through rational, emotional, and even emotional branding to shape and promote the overall image of the clinic, to maintain the state of sustainable development. The clinic should be good at "attacking the heart".
The object of medical service is the patient, as long as the patient's needs are reasonable, should be given as much as possible to meet. For example: dental treatment process, patients reflect the biggest one is pain, two is trouble. Patients complained that in order to treat a tooth to go back and forth many times, delaying work, affecting life, they hope to complete a. Then we should target the improvement of medical technology (such as the improvement of anesthesia technology) and equipment updates. Clinics should keep abreast of the market situation, learn and master new technologies and equipment in the course of operation. Simply lowering prices is a primitive and low-level competitive maneuver that not only makes no sense for its own development, but also disrupts the market and attracts the rejection of its peers.
The clinic only everything for the sake of the patient, understand the patient, know yourself, in order to compete in the fierce market competition to gain a foothold, and seek development.
5, the real assessment of the dentist's skills is crucial in private practice before the real assessment of the dentist's skills is very important. Are you proficient in all treatment techniques? Is it necessary to take some new dental courses to improve your skills? It is important to evaluate yourself honestly and then decide how to proceed.
6, what kind of business model and medical technology level some of the knowledge and skills of mediocre dentists run dental clinics have a lucrative economy, they know that the key to private practice is not simply to carry out the dental operation, but to carry out business operations. A successful business operation is one that generates a profit, which also means that the benefits (fees) will far outweigh the inputs (time, materials and overheads), and it is very difficult to do this.
(1) Not only does the dentist need to know how to find an ideal location at a reasonable price, but he or she also needs to be able to negotiate an affordable rental price and be able to afford the necessary instruments and equipment.
(2) Once the equipment is in place, it is important to consider recruiting, interviewing, hiring, training, and motivating staff. Employee compensation should be competitive, otherwise it is not easy to stabilize the workforce.
(3) The operator should also be good at using advertising and other commercial means to attract visitors.
(4) Once the patient is in the chair, the dentist should be able to develop a sound program for him or her.
(5) The dentist should also be able to collect the full cost of the visit. There are many resources available for every aspect of business operations, the key is in yourself, and the more business operation skills you have, the more chances for success you will have.
(6) The final thing to consider is the doctor's skill in communicating with the patient. If the patient does not accept you, even if the upscale clinic provides a top-notch level of medical care, the patient will be lost. Think back carefully, when examining a new visitor, did you only notice advanced periodontal disease itself, or did you notice someone who was suffering from periodontal disease? It is often said that famous dentists treat people and mediocre dentists treat teeth.
It is my sincere hope that the above advice will be helpful to those who are preparing to open a solo practice, and that they will be able to make an objective assessment of their current capabilities and be able to open a successful dental practice.