Being everywhere does not guarantee that someone will notice you. However, being in the right place is.
In the current environment where companies compete for clients, it is not enough to be everywhere and noisy. One has to invest in visibility, which implies a clearly defined position. A good position is necessary to answer the question: why should I choose one company rather than another? To position a company correctly, it is not necessary to narrow its scope; it is essential to determine the unique value proposition so that the company is clearly presented to the target customer. In other words, positioning defines the customer’s view of a company. A properly defined position allows the company to create a unified perception of its products and services among customers. It makes marketing efforts more effective because it becomes easier to develop and maintain a consistent narrative that reflects the company’s values and the benefits of its services.
It is particularly relevant for clinics to define their position since one may provide various services. A dental clinic may offer implantology, orthodontics, teeth whitening, veneers, root canal treatment, and other services. However, a client who wants to install implants will have a different perception of the clinic than one looking for a cosmetic procedure. If the clinic offers a wide range of services, it is challenging to identify its advantage. One way to address this issue is to choose a strategic position, which would, for example, indicate that the clinic specializes in complex implantology interventions. This way, the clinic will be attractive to those who want to receive this exact service, and it will also be easier to find the target customers. The same strategy is applicable to a dentist: if one focuses on a specific group (pediatric patients), it will be more attractive for them and their parents to choose this specialist.
It is a common misconception that when an organization chooses a position, it denies other customers the opportunity to trust it. Simultaneously, the company does not attract the attention of those who are looking for a solution to a particular problem. Therefore, it is essential for an organization to clarify what issue it addresses, for which customers it is intended, how these customers perceive the company, and whether the company’s perception is consistent across all platforms (website, social media, advertisements). Above all, the company must understand that to attract customers, it is not enough to highlight the services it provides but also to communicate its values and the advantages of its services clearly.