Introduction
If you’ve ever asked yourself, “Why did that patient go down the road instead of choosing me?” — this episode is for you. In a crowded healthcare and medical marketplace, it’s easy to get lost in a sea of sameness. Every clinic promises similar results, displays the same polished stock images, and talks about “quality care.” But if patients don’t see or feel a reason to pick you, they’ll pick someone else.
Today’s episode is a big one: Why Patients Pick Your Competitor (and How to Change That).
Welcome back to OMD TV and the Online Marketing for Doctors Podcast, where we help doctors, surgeons, and clinics grow their practices with proven marketing strategies that attract the right patients, convert them effectively, and build loyalty that lasts.
So today, we’ll uncover how you can differentiate your clinic, stand out in your market, and stop losing patients to competitors.
1. Understand the Problem: Commoditisation
Let’s start with a simple but confronting truth: patients don’t always choose the “best” clinic — they choose the clinic who feels like the best choice.
A quick online search for a plastic surgeon near me yields page after page of practices promising the same thing. You see a sea of websites filled with identical images and similar headlines. To the consumer, it’s noise. And in a world of noise, patients often choose whichever practice they stumble upon first—or whoever is running the biggest discount.
If you don’t define your differences, the market will. And the market is brutal. When patients view you as interchangeable with every other clinic, they default to comparing you on price, location or who has the flashiest ad. This is commoditization—becoming just another option in a crowded space.
Our goal is to stop that cycle. Let’s ask ourselves a critical question: Why you?
What are you doing that’s so unique that most of your competitors don’t offer it? If you can’t answer that confidently, it’s time to find out. If you don’t give them clear, unique reasons to choose you, then you’ll lose them by default.
Fortunately, your patients are the perfect resource for discovering what makes you special.
2. The Power of Differentiation
So how do you stop that from happening? Differentiation.
Differentiation is more than a marketing buzzword. It’s about creating a perception in your patients’ minds that you are the clear, superior choice. When done well, it:
- Attracts more of your ideal patients
- Allows you to charge appropriately (instead of competing on price)
- Builds loyalty and word-of-mouth referrals
- Makes your marketing far more effective
Think of it this way: if two clinics offer the same procedure, why would a patient pay more for one? Because of perceived value — trust, experience, convenience, outcomes, and the overall patient journey.
3. Ask Your Patients: Why You?
To discover why patients pick a competitor—or you—start by asking them directly. Use short, focused surveys to current and past patients. Keep it simple and easy to complete online. Ask questions like:
- What did you like most about visiting our practice?
- What did you like least?
- On a scale of 1 to 5, how would you rate your overall experience?
- What is one thing we could have done better?
You can even reach out to prospective patients who visited but didn’t book. Ask why they didn’t choose you—was it cost, availability, or something else? Be willing to listen, and don’t take criticism personally. Feedback is a gift.
Once you collect the responses, the next step is crucial: act on what you learn. If patients say they love your warm and welcoming staff, keep nurturing that culture. If they complain about long wait times, adjust scheduling or add amenities to make the wait more comfortable. If they praise you for being a gentle injector who has the ability to minimise the bruises, highlight that skill in your communication and branding—because it clearly matters to them.
Your team can also help define what sets you apart. Hold a meeting (without the doctor present, if you’re a surgeon) and ask staff two questions: “Why do we love Dr. Smith?” and “Why do our patients love Dr. Smith?” You’ll hear honest feedback about your strengths and personality traits that resonate with patients. These insights can form the foundation of your differentiation message.
4. Niches Bring Riches: Define Your Audience
There’s a popular saying in marketing: “The riches are in the niches.” In today’s crowded marketplace, you can’t be all things to all people or you’ll be an expert to none. That’s especially true when patients have more options than ever before. They’re looking for someone who truly understands their needs.
So define your ideal patient. Are they busy professionals, new parents, fitness enthusiasts, retirees? The more specific you are, the easier it is to craft a patient experience that fits them like a glove.
If your target market is busy professionals, then anything that saves them time matters. Consider offering:
- Online scheduling so they can book from their phone at midnight.
- Easy parking or valet service so they aren’t circling the block.
- Short wait times and prompt appointments.
- Fast Wi‑Fi and extra outlets for charging devices.
- Virtual consultations for initial questions.
When you cater to a specific niche better than anyone else, they will prefer you—even if your prices are higher—because you solve their unique problems.
5. Position Yourself: The One‑Page Expert Snapshot
One of the most effective ways to differentiate is to Position the Physician (or the practice). Instead of hiding your credentials in a long CV that patients will never read, create a one‑page graphic that highlights what makes you uniquely qualified. Include elements like:
- The number of procedures you perform and your success rates.
- Years in practice and board certifications.
- Education and training at prestigious hospitals.
- Fellowships with top surgeons or specialists.
- Published research or clinical trials.
- Memberships on advisory boards or professional associations.
This graphic should tell your story at a glance. Display it on your website, in your reception area, in patient packets and on social media. When patients can quickly see why you’re the expert, they’re more likely to trust you—and less likely to shop around on price alone.
A similar strategy applies to public relations (PR). If you appear on TV, podcasts, or in print, don’t let that exposure disappear after it airs. Repurpose it. Turn it into clips, B‑roll videos and framed articles for your office. Third‑party endorsements add credibility—so let them work for you long after the initial appearance.
6. Highlight Your Unique Differentiators
Differentiation isn’t just about credentials. It can include anything that improves the patient experience or demonstrates that you go above and beyond. Consider these potential differentiators:
- Specialisation: Are you one of the few clinics that performs a specific procedure in your area? Are you known for a particular technique or technology? Don’t be shy—promote it! Being the only provider offering a certain service makes you a destination rather than an option.
- Facility and technology: Do you have state‑of‑the‑art equipment, a relaxing facility with spa‑like amenities or specialised treatment rooms? Highlight the features that set your environment apart.
- Exceptional patient experience: Patients notice little things. Short wait times, personalised calls, follow‑ups, a friendly hello from the front desk, or even a makeup station or massage chair can make their day. These touches communicate that you care.
- Phone skills: The first point of contact is often a phone call. Train your staff to be friendly, confident and helpful. A warm, professional voice can differentiate you from the competition before the patient ever walks through the door.
- Creative financing and loyalty programs: Offer flexible financing or payment plans, loyalty memberships or rewards clubs exclusive to your practice. These not only help patients afford procedures but also encourage them to return and refer friends.
- Guarantees or assurances: While you must be careful about promises in healthcare, offering a satisfaction guarantee or price lock (with clear boundaries) can ease patients’ minds and build trust.
- Comfort and recovery: If you specialise in reducing pain, bruising, scars or downtime through advanced techniques and post‑operative care, emphasise that. For many patients, a faster, more comfortable recovery is worth a higher price.
Differentiation doesn’t always require something new; sometimes it’s about emphasising things your competitors do but don’t talk about. If you’re the one communicating a benefit loud and clear, you’ll be associated with that benefit.
7. Model Success, Then Innovate
You don’t have to guess how to stand out. Model what works. Look at clinics that already have what you want—whether that’s a bustling schedule, glowing online reputation, or loyal patient base. Analyse their marketing, patient flow, testimonials and unique selling points. Pay attention not only to what they offer but how they talk about it. Then, adapt their strategies to fit your practice’s voice and values.
But don’t just copy — adapt and innovate. Patients don’t want another version of what they’ve already seen. They want someone who sets the standard. It’s about saving time by building on proven techniques instead of reinventing the wheel. As the saying goes, “Success leaves clues.”
8. Putting It All Together
So why do patients pick your competitor? Because you haven’t given them a clear, compelling reason to choose you. They communicate their value more effectively, they position themselves more confidently, or they make the patient journey easier.
They see similar photos and promises everywhere, so they assume all clinics are the same. They compare on price or convenience.
But when you differentiate—when you define your niche, showcase your expertise, highlight unique benefits and deliver an exceptional experience—you break the cycle of commoditization. You become the choice rather than just a choice.
The good news? You can change this. By:
- Asking “Why you?” and owning your strengths
- Positioning yourself with authority and clarity
- Niching down to serve your ideal patients better
- Creating an exceptional patient experience
- Communicating your differentiators loudly and often
- Learning from success and innovating
Differentiation isn’t a one‑time task. It’s an ongoing commitment to understanding your patients, listening to their feedback, refining your services and communicating your strengths consistently. Small improvements add up. A survey here, a refined one‑pager there, an upgraded waiting room, a well‑trained receptionist—together they create a powerful impression that keeps patients coming back and referring others.
When you do these consistently, patients stop shopping on price. They stop hesitating. And they stop picking your competitors — because they know exactly why they should pick you.
9. Take Action: Your Next Step
That wraps up today’s episode of OMD TV and the Online Marketing for Doctors Podcast: Why Patients Pick Your Competitor (and How to Change That).
If you’ve found this valuable, share it with your team — because differentiation isn’t just about you, it’s about the entire patient experience your clinic delivers.
If you’re ready to stop losing patients to your competitors and start becoming the standout choice, let’s talk. At Online Marketing for Doctors, we specialise in helping clinics develop unique positioning and marketing strategies that speak to the patients you want to attract. Book a discovery call at onlinemarketingfordoctors.com, and let’s uncover what makes you special and how to communicate it.
Thank you for joining me on this episode of the OMD TV & Podcast Show. I hope you found value in these differentiation strategies. If you did, please like, share and subscribe so others can benefit too. And remember—patients don’t just buy a procedure. They buy confidence in you. Give them the confidence they’re looking for, and you’ll never have to compete on price again.
Thanks for tuning in — and remember, the clearer your differentiation, the faster you grow.
See you in the next episode!
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