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24 CLINICAL MANAGEMENT Andrea Stix, M.Sc., MBA Consultant for communication strategy and practice marketing Syst. Business Coach, NLP Coach, Business Trainer and incorporating a high level of service. The clinic is perceived from the outside as a highly modern lifestyle clinic. Differ- entiation through technical progress is the motto. Patients view innovations as state-of-the-art dentistry with high-end restorations. The communication presence harmonizes with the clinic concept: From presentation in the media to visiting the clinic – all efforts are systematically aimed at meeting the requirements of the delib- erately selected positioning. The additional benefits conveyed to the patient are high quality, exclusivity, and modernity. The target patient clientele has high ex- pectations. To satisfy these expectations, to ensure that the service processes are focused on the customer, and to convey a sophisticated atmosphere, the clinic devel- oped an exceptional service concept. The aim of this is to create the most relaxed and pleasant environment possible for all those involved. The result of this approach is a highly emotional patient bond that means greater loyalty and attachment and ultimately a greater willingness to pay. Even the treatment spectrum is aligned with the needs of these target patients: High-end dentistry, esthetic dentistry, oc- clusal disease, bruxism, bite elevation. Clinics oriented towards target groups rarely have to discuss prices because of the strong bond. It is therefore no surpri- se that the clinic has a turnover compara- ble to larger clinics despite a lower patient frequency. Summary: This unusual and also polar- izing type of positioning has produced the desired result in terms of the target patient clientele, the type of work, and ultimately the business goals aimed for: Positioning the clinic as an innovative clinic effectively ensures the acquisition of new patients. The specific combination of target group and service positioning then binds the pa- tient to the clinic for the long term. To appropriately differentiate a clinic, the question of wherein lies the uniqueness of the clinic in a defined environment must be asked. As a result of the very close contact with customers, it is critical for long-term and sustainable positioning to know your own worth and to take it into account. Personal attitude, internal disposition, and not least personal preferences play an im- portant role. An honest look at your own personality is therefore essential when plan- ning a clinic. Along with market and loca- tion analyses, an honest appraisal of the target patient clientele is another critical factor. I will dedicate the next article to the subject of “target patient groups” for this reason. ONLY THE ONE WHO WALKS HIS OWN WAY CAN’T BE OVERTAKEN Marlon Brando, American actor (1924–2004)