One Way to Create Raving Super Fans: Uniqueness
Because those patients can build your brand and flood you with referrals
Today, I want to challenge you to rethink how you see your patients — not as cases, not as files, but as what they truly are: One-of-a-kind individuals. Unique.
Here’s the bottom line: treat them uniquely!
It’s easy, in the fast-paced environment of healthcare, to let people feel like just another number. We’ve all been there — sitting in a waiting room, shuffled through a system, feeling unseen and unheard.
You can change that. And when you do, you create something priceless: Raving Super Fans that build your brand and flood you with referrals. Not just from themselves, but from the peers and law firms also involved in personal injury with whom they rave about that unique experience.
Why It Matters
In business, we measure loyalty using something called the Net Promoter Score, or NPS. It asks one simple question:
“Would you refer us to a friend or family member?”
If someone scores you a 9 or 10, you’ve won their heart. A 6 or lower? You’ve lost them — maybe forever.
But in healthcare, there’s a second, even deeper question you should be asking:
“Were you treated as a unique individual?”
If both answers are 9s or 10s, you haven’t just earned a patient — You’ve created a Raving Super Fan.
How it’s Earned
Creating that level of trust and loyalty happens at every touchpoint:
- The phone calls they or you make.
- The visits to your office.
- The diagnosis you craft.
- The storytelling documentation you write.
- The referrals you make.
- The billing you prepare.
- The follow-up you do after the visit.
And especially in personal injury work — where the patient’s story is their pain and suffering and their healthcare recovery — treating them as unique strengthens both their healthcare recovery and their financial returns.
When patients feel truly seen, heard, and valued, they heal better. They fight harder for their future. And they become your greatest advocates.
And the attorney has a unique story to tell, show and support. All thanks to your unique approach to their unique client.
The Standard to Set
Approach every patient the way you would want your most cherished family member to be treated:
Not as a number. Not as a case. But as the special, irreplaceable individual they are.
This core value of your practice must ooze out and be proven by every team member, at every touchpoint, every time. Sure, there will be misses, but that’s the great thing about mistakes … your team gets the chance to prove they (and you) are different … you step up, acknowledge mistakes, and make it right. That’s special. That’s unique too.
That’s how you do right by your patient. That’s how you do right by their PI case. And that’s how you build a practice filled with loyalty, referrals, and respect.
The Power of Uniqueness is real. Use it — and watch your entire practice transform.
