Ritz-Carlton and Motel-6 are both essentially hotels.
But they are in completely different leagues.
If you need the cheapest place to stay for a night, Motel-6 is your choice.
If you want a second-to-none luxury experience, of course Ritz-Carlton is your pick.
But in both of these scenarios, you aren’t debating “between two hotels.”
They are the same thing-ish… but they are in different leagues. There’s really no comparison.
And you want the same positioning for your practice.
Your practice and the discount chain down the street may offer the same service… basically.
But you want to establish that your practice is in a totally different league.
If you look at your local competition and the hotel scenario, you have one distinct advantage and one clear disadvantage.
Bad news first – you probably don’t have the established brand of Ritz-Carlton (and if you do, raise your prices by 50% and go get wealthy now. What are you waiting for?).
Any goofball on the street could give you the basic differences between Motel 6 and Ritz-Carlton. And that’s actually an advantage to both companies, and a testament to the brands they’ve built.
It’s different in your line of work. Most people think LASIK is LASIK. So that’s a problem.
But now your advantage: Unlike the need to find a cheap, no-frills hotel – and many people have that need from time to time – no one wants to cheap out on medical procedures.
Even most price shoppers – when actually pressed – don’t want the cheapest surgery.
This is your advantage as a premium healthcare brand that doesn’t cut corners.
The challenge is communicating this throughout the patient journey.
By the time someone has gone halfway through your process, it should be crystal clear to them that you are the Ritz-Carlton of eyes. And all those other places… they’re Motel-6 contrasted against you.
When you can position yourself like this, price concerns fade away because there’s literally no comparison. You’re in a league of your own.
And if someone wants the utmost care and treatment for their most precious sense (sight), they only have one choice – you.
But before your patients can believe that… your team has to believe it.
Fix your team’s mindset first. That’s the first domino.
And yes, that’s a challenge. So shoot me a message if you want the roadmap of shortcuts to the premium practice mindset.