Your patient or client reviews speak for themselves. And their message can have a positive or a negative effect.
I’m not talking about a “troll” who makes life difficult for you. Instead, it’s those legitimate opinions that have a make or break impact on your dental practice or your dental industry business.
No mistake, reviews are good and useful. Yet, there has to be another (and perhaps better) way!
A case-in-point
Case studies pull back the curtain. These strategically crafted stories are a timeless tool to have on hand for those good and bad review days.
Michael Saba confirms the value of an exceptional case study (content edited):
A good case study creates serious value for your brand by showing your (patient’s) real-world examples of the benefits your (practice) can bring them. That translates to more (new patients), more (appointments), and more (scheduled production).
The basic anatomy of a case study
A newsy headline
The first and most compelling piece of your case study is the headline. It must grab your reader’s attention and communicate a direct and relevant benefit.
“Newsy” implies that your headline must be clear. Cut to the chase and avoid being overly creative, “cute,” or cryptic to arouse curiosity.
A headline requires a journalistic persona. Think like a journalist who’s on a breaking story. Deliver straightforward, no-nonsense, non-salesy information.
Like this…
Dental Implants Gave Her the Confidence to Make a Career Change
New In-Office, Professional Teeth Whitening Increases Results by X%
Each are clear, straightforward, and reveal a direct benefit. The use of tangible percentages and related, real-life benefits helps boost the headline’s credibility.
And there’s only one big idea in each. This is vital to keeping your case study focused and free from the clutter of unnecessary “rabbit-trails.”
A well-defined “Who”
The patient or client is your “Who.” This is where you describe the main character of your “story.”
- Where they’re from (their condition as well as any other important, identifying information)
- What they experienced (their pain, problem, challenge, etc)
- What they wanted, needed, desired
- The number of solutions they’ve tried
- What their ideal outcome looked like
- What your service or product helped them accomplish (how it solved their problem)
- Where they are now, how the solution is continuing to work for them, etc.
These various “where,” “what,” and “how” perspectives will help define your case study character and create a connection with your reader.
A clear and compelling “plot”
Story line is everything. And how compelling it is depends on doing your homework.
Interview prep is the foundation of your homework. Relevant questions that probe the experience you’re highlighting are essential.
- Provide questions to your interviewee ahead of time. This gives them emotional “air” to relax during the interview and provide better answers.
- Be prepared to listen more than you speak during the interview. Keep the interview as much like a conversation as possible. This allows the process to feel less scripted and leading.
- Keep your questions open-ended. Yes-or-no questions will shut down your conversation and produce a weak storyline. The goal is to get to the solution-based benefits of their experience.
And remember, the purpose of your case study is to set context and reveal the journey to the desired solution. Advanced preparation is the key to a clear and compelling plot.
A case study puts-skin-on your services. It’s to your advantage to show as much real-life, real-people results as possible.
