**Why Do Patients Select Your Medical Practice? Grasping and Expressing the ‘Why’**

In the competitive realm of healthcare, comprehending the reasons why patients opt for your practice instead of others can yield valuable insights and a strategic edge. Numerous medical providers deliver comparable services, such as managing prevalent conditions like diabetes or hypertension, frequently with similar outcomes. So what distinguishes your practice in the perspective of your patients?

A frequent claim among doctors is that the quality of care influences patient selection. However, if you inquire how they assess this quality, the answers may be unclear. This ambiguity highlights a notable gap: Numerous physicians do not completely grasp the motivations behind their patients’ decisions.

Famous speaker Simon Sinek introduces a strategic model known as the “Golden Circle” in his book **Start with Why**. Sinek recommends reversing the conventional communication sequence: Instead of commencing with ‘what’ you do and ‘how’ you do it, start with the ‘why’. This method can reshape how a practice conveys its mission and principles, making it more engaging for patients.

**From ‘What’ to ‘Why’**

Ordinarily, a physician might describe their service model as follows:

– **What**: I’m a doctor caring for patients.
– **How**: I employ cutting-edge technology and a compassionate team to ensure a positive visit.
– **Why**: I provide effective outcomes in a quality care environment.

Now, consider a method that starts with ‘why’:

– **Why**: I guide patients towards a healthy lifestyle, focusing on keeping them well.
– **How**: I apply state-of-the-art technologies and an attentive team to assess and enhance your health.
– **What**: I am an experienced physician treating patients like you.

This change is more than just wording; it engages the human need for meaningful connections and mutual objectives.

**The Three Levels of Engagement**

Success in medical practice hinges on recognizing three essential components: What you do, how you do it, and most crucially, why you do it. Clearly articulating these components cultivates a unique identity, aiding your practice in standing out in the minds of patients.

1. **What** represents the services offered, the concrete elements of care.
2. **How** signifies the distinct methods and practices utilized.
3. **Why** communicates the foundational purpose and the motivating force behind your practice.

While many physicians are able to define their ‘what’ and ‘how’, few can distinctly express ‘why’. The ‘why’ reflects the core mission of your practice—your belief system and the reason your practice is significant to patients.

**Inspiration Through Purpose**

Establishments like the Mayo Clinic, MD Anderson, and Cleveland Clinic illustrate the impact of articulating purpose beyond mere procedural care. Their missions foster hope, teamwork, and forward-thinking approaches to care.

Starting communication with ‘why’ can inspire both patients and staff. This purpose-driven method goes beyond regular healthcare provision, nurturing loyalty and trust.

Contemporary medicine is characterized by swift advancements and intricate challenges. Adopting a purpose-driven focus not only sets your practice apart but also stimulates innovation and enhances patient care.

**Conclusion**

To genuinely distinguish your practice from others, start by understanding and conveying your ‘why’. This tactic nurtures a stronger connection with patients, establishes a robust foundation for your practice’s identity, and promotes enhancements in service delivery. By aligning purpose with action, your practice can foster trust and build enduring relationships with those you serve.