Communication and Connection

Famous author and entrepreneur Stephen R. Covey once said:

“When the trust account is high, communication is easy, instant, and effective.”

As such, a business should develop its brand around reliability and trust. Only then will they be able to nurture effective communication with their customers.

However, it’s the same the other way around. 

That’s why if you seem reliable and live up to that expectation, you’ll cultivate a loyal fanbase.

Now, this gets even more important for operating a clinic.

Think about it. 

You’re providing a service that should take care of people. They need to feel a connection with your clinic so they can put their trust in you. 

On the other hand, you want them to take action and choose you over somebody else.

So, how do you do that?

By making people understanding you. And it starts with you talking their language.

It can’t be just, “Hey, I’m Joe your new doc, I went to this or that University, etc.”

The first step to communication is creating an origin piece.

I like to compare it to superhero stories. You need to have an origin story, a history of battles and saving lives, your nemesis, etc.

Everyone is a hero of their own story. And a piece like that can help others to connect to you.

I’d recommend splitting the origin piece into a few layers:

• How your practice came into being?
• Your origin story: How did your “superpower” emerge? What made you want to become a doctor? Is it something from your past? A pivotal moment in life?
• Your weakness: Maybe a tougher time for you, maybe some defeats, lessons learned
• Your wins: The battles won are much better if they come after losses
• Nemesis: Every hero has a nemesis. In your case, it can be the system, the virus, illness, competition, whatever.

A structure like this makes your prospects feel like you’re speaking directly to them. It’s all about connecting with people on a level they wouldn’t see anywhere else.

And when they connect to your story, they’ll likely want to play a part.