Patients are taking their health into their own hands and, by doing so, care more and more about establishing a know, like, and trust relationship with a potential practice before walking through the doors or booking an appointment.

Showing a triangle of trust or know, like, and trust factor is critical to winning the hearts and minds of your patients. 

To build authenticity, you must ensure people feel that what you share online and the personality you're putting out there, in all its different formats, is what they would experience if they walked into your practice.

We consume so much content online these days that when it comes down to discerning who is authentic, who has intention behind their posts, and who's just posting because they feel like they need to have a presence, your community knows the difference.

Your patient buyers need to know what you know, how you and your team feel, and what you think to be able to create an image of who you are. Share aspects of your practice to align correctly. Look at your team and ask yourself, is this the same team who shows up around their friends and family?

Because it's those values and that personality aspect and the tone of what you're sharing that can create authenticity more than anything else, the more you can bring that authentic human side, the more your patients are going to remember there's a natural person on the other side of the screen, and people buy from people.

When we're able to forget about what the critics say about us and when we're able to tune in to being authentically ourselves, that'll show we're not afraid to repel the people who won't connect with our message.

Set up those boundaries, forget about what the critics will say, and stop trying to please everyone. Authentically pleasing the people who you know your practice can help.