"Aren't mission statements so 2012? Why do I need one?"
Believe it or not -- mission statements are not just for your website! Your mission statement will help you find, attract, and hire top talent for your practice!
Think about it... what are the brands you purchase from over and over, restaurants you eat, airlines you choose to fly on, or hotels you choose to stay in? Even if there are cheaper options out there, your default is to choose that specific company! Why do you choose them over ALL the others?
Well, there's a good reason for it.
The reason we stay loyal to brands is because of their values. The best brands strive to combine physical, emotional, and logical elements into one exceptional customer (and employee) experience that you value as much as they do. Nowhere are those values more visible than in the company's mission statement.
When you successfully create a connection with your patient and employees, many of them might stay loyal to you for life. This helps you increase your overall profitability while building a solid foundation of brand promoters.
But achieving that connection is no easy task. The companies that succeed are ones that stay true to their core values over the years and create a company that employees and customers are proud to associate with.
That's where company vision and mission statements come in.
The First Steps
The first step in writing your mission statement is to understand what the purpose of the mission statement is. At the most basic and essential sense, a company’s mission statement will describe the organization’s functions, description of the market, as well as the business’ goals and values.
It is important to understand that your mission statement should be different from your practice’s vision. Your vision statement should state your long term goals, or what you hope to achieve when you have completed your mission. Your mission statement should be all about the action your Dental Practice exercises and lives by day in and day out!
So when creating your mission statement it’s important to ask yourself the “why, what, and how” of your business. It describes how you act as a servant leader. It proclaims who you serve, what you serve and how you do it every day.
Let’s break that down by asking these three questions:
- What is my organization?
- Why is my organization in existence and how does it operate?
- What is our reason for operating?
Question 1: What is my organization?
This first question is a way to describe your Dental Practice’s purpose and vision. When you first look at what your organization is, you may feel the need to provide a generic description of the services and products you provide based on the industry you are in. It’s easy to say, “We’re a dental clinic”. Take this opportunity to get specific about what you do and the specific patients you support through the services you offer. Think of it like your UNIQUE SELLING PROPOSITION. In other words, what makes your practice different than the practice across the street? How does your patient’s life/job/state change as a result of your work/services?
Question 2: Why is my organization in existence and how does it operate?
The next big question starts to dig deeper into what your Dental Practice’s core values are. What sort of problems or chief concern does your practice strive to conquer or solve? Is there something that your patients needed or suffered from and this is why you now offer these products or services? Do you have a set of values that provides the background intention for all of your actions within the company? Again, try to look beyond the broad picture and really get detailed. Find your niche and show the world why your Dental Practice is so passionate about this area of Dentistry.
Question 3: What is our reason for operating?
There are many ways to answer the third question. There may have been a regional market gap and you decided to operate your business in this area for the convenience of your patients. Whatever your reason is, getting this message across to your potential patients and employees is an important factor in creating a company that people want to be a part of. Overall, this is a great opportunity to talk about your Dental Practice’s goals and objectives.
Tips and Tricks
Be careful of using generic words or jargon that patients who are not well versed in your specialty will have a hard time understanding. You want to inspire people to take action and be a part of your practice, either as an employee or a patient, so stay away from language that is likely to scare off your ideal market. Additionally, be careful that your mission statement doesn't get too long. On average, you want your statement to be between 20-100 words or 2-4 sentences.
Reference and Inspiration
Check out some of our favorite company mission statements before you start to create your own!
- Universal Health Services, Inc: To provide superior quality healthcare services that: PATIENTS recommend to family and friends, PHYSICIANS prefer for their patients, PURCHASERS select for their clients, EMPLOYEES are proud of, and INVESTORS seek for long-term returns.
- Amazon.com: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices
- Uber: Uber is evolving the way the world moves. By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers.
- Zappos: Our purpose is simple: to live and deliver WOW. Twenty years ago, we began as a small online retailer that only sold shoes. Today, we still sell shoes — as well as clothing, handbags, accessories, and more. That "more" is providing the very best customer service, customer experience, and company culture. We aim to inspire the world by showing it's possible to simultaneously deliver happiness to customers, employees, vendors, shareholders, and the community in a long-term, sustainable way.
Remember, your mission statement is your unique selling proposition!
These are words you serve your patients, live by and operate by. This also will help you when it comes to attracting & hiring the right candidates. We can help design an amazing hiring strategy to ensure you attract the right candidates, ask the right questions, and onboard & integrate them with the right systems. Schedule an HR strategy session today for more information.
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