In the aesthetics market today, with increasing competition, it is important to differentiate your business and its unique value proposition. In this video, VMG Health Consultant Katrina Whitehair and Davis Johnson, an Allergan Practice Consultant, dive into the importance of creating and maintaining a clear mission, vision statement, and core values in your practice.
Video Transcript
Katrina Whitehair (KW): Hello and thank you for tuning in today. My name is Katrina Whitehair, I’m a consultant at VMG Health and I am joined today by Davis Johnson, who is an Allergan practice consultant. We’ve written about the importance of mission, vision, and values and I’d love to start off by asking you, Davis, why did we write about this?
Davis Johnson (DJ): Yeah, it’s a great question. I think at its essence, people are the number one asset of any business, and in creating a mission, a vision statement, and values, that allows us to differentiate ourselves and set ourselves apart from the competition. It allows us to create a purposeful environment where everybody is working towards something bigger than themselves.
KW: I think that’s an important point you make about purpose. When I recruit in practices, it’s very thematic that employees are looking for purpose and meaningful work, and creating a clear mission, vision, and values can help align the staff with the organizational purpose and create more engagement for them. So, I 100% agree with you, Davis.
DJ: Yeah, it really allows us to create a foundational base that, again, will help reinforce the purpose that we’re trying to create collectively for the entire team. So, Katrina, let me ask you, how would you go about creating a mission, vision, and values for the organization?
KW: That’s a great question, Davis. Our aesthetic industry is booming, and with more practices, there’s more competition. So, we want to really differentiate each practice and their unique value proposition. So, we start by creating a mission statement, and we want to gather our key stakeholders, our owners, our leadership, our team. We really want buy-in with everyone. And the question we ask is, “What’s so great about us? What is unique about our providers, our company, our office?” And we start creating that clear mission. And then from there, we really start looking at the vision. And a vision statement is forward thinking looking into the future, “What is our overall practice purpose?” And we align that and implement that in the day-to-day operations of the practice. And then from there you know in the vision statement, we ask, “What do we aspire to do? What difference are we going to make in our community?” And then we start looking at our core values. And Davis, do you want to talk to us a little bit about core values?
DJ: Yeah, absolutely. In fact, core values oftentimes can be utilized in the mission and vision statement. They’re the traits and qualities and beliefs that we hold dear to ourselves as we embark on that journey. Examples are going to be service and quality, honesty, caring, trust. All powerful words that significantly add value to what we’re trying to achieve.
KW: Absolutely. They really are the driving force behind any organization and aligning your people with your purpose and what values we share as a company.
DJ: Absolutely.
KW: So, in conclusion, we would like to reiterate the importance of creating that organizational roadmap and clearly defining your mission and values to align your teams and your staff on your organizational purpose and each individual’s value and purpose within the company. Davis, do you have any last thoughts you’d like to add as well?
DJ: Yeah, absolutely. I think in terms of the mission and vision and values, they should drive every decision that we make and bring clarity as well as purpose to what we’re doing on a daily basis.
KW: I couldn’t agree more, Davis. Thank you for tuning in, everyone, and feel free to reach out to Davis Johnson at Allergan and myself, Katrina Whitehair at VMG Health if you would like any support in creating or reevaluating your company’s mission, vision and values, thank you.
