As a practicing physician I thought patients –when given a choice– would choose the best doctor.
But here's the thing: patients can only choose the doctor they perceive as the best.
I know you don't believe me, so here's an example:
Let's assume Dr Oz suddenly decided he was going back to clinical medicine. And let's also assume he's practicing in the same field and in the same area you are. Now imagine a patient is considering both your practices.
They google both of you and his Wikipedia page, together with multiple media mentions and huge following come up.
As for you… well, google yourself and see what comes up.
Now who do you think that patient perceives as the better doctor?
You may scoff at this question but it doesn't make it any less true.
Smart doctors actively build their perceived value.
Lucky for you, you're unlikely to go head-to-head with Dr Oz.
But you are being compared to other doctors in your field. Which means building your perceived value must be one of your vital functions.
And here's how you do it:
Step #1: Get super clear on who you wish to influence.
Stop trying to appeal to everyone. Define who your ideal patient is and double down on them.
Step #2: Choose ONE channel to focus your time on.
Let's face it, you don't have time to be everywhere. Choose one platform and focus on it.
Step #3: Expect criticism.
"If you're not pissing someone off, you're not playing big enough."
– Darren Hardy
This does not mean I actively seek to piss people off. But when it happens, I know I'm on the right path.
Patients can only choose the doctor they perceive as the best. It's up to you to make sure that your training and expertise are not overlooked because you're scared of standing out.