Building on our exploration of authenticity in marketing your private practice, this post explains the remaining four core components identified in the 2021 study by Joseph Nunes et al.: integrity, legitimacy, originality, and proficiency. Each plays a critical role in shaping the perception and effectiveness of your practice.

Integrity

As allied health professionals, we might think of integrity as adhering to our moral principles.  As it relates to marketing ourselves and our practice, it involves being intrinsically motivated to do the right thing, consistently and independently of financial incentives. In healthcare, where the stakes can be incredibly personal, clients must feel that their well-being is prioritized over profit. By ensuring that your actions and decisions consistently reflect this commitment, you solidify trust and foster lasting loyalty among your clients.

Legitimacy

Legitimacy in private practice is about adhering to the professional standards, norms, and ethical guidelines that govern your specific field. It reassures clients that the care they receive is compliant and strives to at least meet, if not exceed the set standards. This commitment to upholding legitimacy enhances your credibility and ensures that your practice is recognized as a reliable and ethical provider.

Originality

Your practice’s originality is what sets it apart from others.  To remain authentic in marketing yourself and your practice you must stay true to your character and refrain from resorting to unnecessary embellishments. Originality should reflect the unique aspects of your approach and philosophy—essentially, what makes your practice uniquely yours.  This sounds more complicated than it is; you don’t have to invent new evaluation or treatment approaches. What makes your practice stand out from others is simple - it’s you.  

Proficiency

Proficiency allows you to showcase your expertise and skill in your specific area of practice. Whether you start as a generalist and gradually specialize, or you begin with a niche, continuously updating your knowledge and skills is crucial.  By the way, you can be a generalist and still be proficient (see Blog Post #011 on Embracing Generalism).  

Integrating these four components of authenticity in marketing yourself and your practice—integrity, legitimacy, originality, and proficiency—allows you to embrace a holistic approach that resonates with and reflects the values and expectations of your clients. As you reflect on these aspects of authenticity, consider how each one currently manifests in your practice and where there may be room for enhancement.  How have you seen these elements influence your practice and client relationships?  How do these elements affect you as a consumer? 

Resources

Nunes, J. C., Ordanini, A., & Giambastiani, G. (2021). The Concept of Authenticity: What It Means to Consumers. Journal of Marketing, 85(4), 1-20. https://doi.org/10.1177/0022242921997081

Blog Post #011 - Embracing Generalism in Private Practice: A Pathway to Creative Problem-Solving and Career Versatility 

Blog Post #016 - The Core of Authenticity in Private Practice: Accuracy and Connectedness