If you want to transform your Osteobiz and improve bookings, you’ll need to shake things up and start doing things differently. As you probably know, I’m a great believer in cheap and cheerful marketing strategies, so you can rest assured that you don’t need to pour your hard earned money into the bottomless pit of Google, online directories or sell your soul on Groupon!
Transform your Osteobiz by getting really clear on your message
Sorry to possibly burst your bubble but people aren’t actually buying Osteopathy! They have a problem and you MIGHT be the answer they seek, so you need to ensure that your message cuts through the online and offline noise and reaches them clearly. They don’t need to know tons about where you studied and how many CPD courses you have attended. But they DO need to know that you deeply understand them, that you can relate to their pain and/or physical issues.
Because we are constantly bombarded with information, you need to swiftly address their problem and talk about what you want for them. Tell them that you may well be able to reduce the pain they are in, that you can help to get them more mobile and that you will never, ever over-treat them.
Putting yourself in their shoes enables you to speak back to them what you know they are feeling and that is very POWERFUL stuff indeed! The Saturday footballer will absolutely hate to be stuck on the benches through injury. Grandad will be sad that he can no longer pick up his granddaughter because of the excruciating pain he feels in his joints. And a young Mum will be upset and even blaming herself if her baby is suffering with ‘digestive distress’ or tummy ache.
Social Media marketing isn’t just for the big boys!
I know I bang on about this a LOT but, if you harness it, this is such a wonderful way of reaching the very people you want to help back to health. The likes of Facebook have grown into a powerful marketing tool which you can use just as well as the big boys!
But don’t make the mistake of trying to be ‘professional’! Just be yourself, be authentic and be passionate about your message. Show your face and share your tips, advice and stretches. Share Winter Warmers with advice, recipes and tips for avoiding colds or nursing yourself better without taking a cocktail of drugs. Or try some Summer Stretches to get ready for surfing, cricket or tennis.
By demonstrating your knowledge in a friendly way, you will help people to know, like and trust you. This process needs to be traveled through before most people will try something new.
Now there’s no chance of being ‘salesy’
I cannot repeat this too many times – PEOPLE BUY PEOPLE! So if you are genuinely concerned for your community’s health, then talk about that often. Tell them what you want for them, tell them what you don’t want for them and tell them you would love to help them.
Being your own genuine self, with a strong and clear message which addresses their painful problems means that you never have to come across as salesy.
People buy things because their emotions have been stirred. There used to be a great deal of marketing which focused on fear – you know if you don’t take out this insurance you might end up broke and on the street! But a far more positive way of encouraging people to try Osteopathy as a potential answer to their problem, is to share OTHER PEOPLE’S opinions about you. It is not salesy at all and allows them to decide for themselves whether you are the answer they are looking for. Suddenly you are not chasing bookings: people are drawn to book with you.
Encourage Google reviews (if you haven’t got that set up pop it on your priority list!) and also ask for Facebook reviews on your Osteobiz page. Social proof is the key to helping people to make a decision to book.
Believe me my Old Boy won’t buy a thing off the John Lewis website without checking out the reviews. And if they’re less than 4 stars, he will go off in search of a better scratch for his shopping itch!
In honour of the Institute of Osteopathy’s National Convention ‘Reaching Out’ this week, I’ve created a new online 4 week course Osteobiz Whiz and I have a monumentally fabulous deal for you! If you are fed up with having no plan, no clear idea of what you could be doing to increase patient numbers, you’re going to LOVE this course. Everything is geared to getting your marketing fit and healthy ready for you to sprint into the New Year with confidence and pizzazz!
Will you be the first in? Find out more about Osteobiz Whiz here!
