In private practice, the concept of authenticity is a cornerstone of effective marketing and client relations.  Unfortunately, it’s not one of the courses that is offered in our graduate studies.  Drawing from a 2021 study by Joseph Nunes and colleagues in the Journal of Marketing, authenticity can be dissected into six components. This post will define authenticity, and cover the first two components of authenticity in marketing:  accuracy and connectedness.  

Authenticity

Authenticity is the essence of a practice’s identity and integrity. It matters both personally and professionally. When a practice tries to be something it's not, clients can sense the disconnect. A genuine embodiment of a practice’s values is crucial; otherwise, clients might feel something is amiss, even if they can't specifically identify the issue. This genuine presence helps foster an environment where trust thrives.

Accuracy

Accuracy in marketing refers to the transparency with which practices represent themselves and their services.  We have to be honest and clear in our communications—ensuring that what clients see, read, and hear accurately reflects what they can expect. This clarity helps avoid misunderstandings and build trust. Each piece of marketing material, every service description, and all client communications should accurately reflect the true nature of the services offered. Ask yourself this question:  Are your practice’s communications straightforward and truthful?

Connectedness

Connectedness measures the extent to which clients feel engaged and transformed by their interactions with your service. It’s important to create an environment where clients are active participants whose lives are genuinely improved by their experiences with your practice. This component challenges us to look beyond the surface interactions and foster deep, meaningful connections with our clients. Reflect on your practice: How are you ensuring each client feels recognized, valued, and fundamentally transformed by their experiences with you?

Authenticity in marketing is more than getting name recognition and brand awareness.  The foundation of your practice must be built on creating a sustainable, honest, and enriching environment that benefits both the provider and the client. By focusing on accuracy and connectedness, practices can ensure they meet and perhaps exceed the expectations of those they serve, fostering an atmosphere of trust and loyalty.

In our next post, we'll explore the next components of authenticity—integrity, legitimacy, and originality—continuing our deep dive into how these elements are pivotal in shaping the success of a private practice.

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