Many Osteopaths wrestle with how to portray themselves out there in the big wide online world. How should you present yourself to the world at large? What sort of things should you say or not say? What is acceptable? What if people judge you harshly? What if people don’t like the Osteobiz persona you project? What if nobody books in because they don’t like you?
Whoa – hold your horses!
We need to have a conversation!
We could ask some more useful questions based upon your own character and beliefs rather that the false ‘professional’ Osteobiz persona. There’s a subtle difference between that and portraying your Osteobiz as specialist and expert. Trying to be ‘professional’ often comes across as dull and boring.
Let’s remember that your online marketing messages are aimed at other human beings in pain. Making human to human connections is going to work much better.
So what is your real Osteobiz persona?
Even if there are more than one of you, what does your collective Osteobiz persona consist of? What are your core values? What are your main objectives? What do you stand for? What do you want for your community? Why did you become Osteopaths? What drives and motivates you?
Once you get clear about what you stand for, it makes it much easier to pull out the core characteristics of your Osteobiz persona.
It may mean pushing through your comfort zone…
Time and again I work with Osteopaths whose website, marketing materials and social media marketing are not working well for them. Together we transform this and enliven the wording and create very strong messages to share with their communities. I encourage them to think differently, to understand who exactly they are creating conversations with and to relax into online marketing.
At first they can be unsure about projecting a more personal and friendly approach to their marketing. However, once they embrace this I watch with unbridled pleasure as they flower. As you would expect, very soon this translates into increased bookings and referrals.
Dull and dismal marketing compelled me to act!
When I started Osteobiz some 4 years ago, my social media news feeds were a hollow old place to be. I followed and liked as many Practices as possible. But the posts that trudged past my eyes were as cold and stodgy as last week’s porridge.
Most were devoid of personality, warmth or any hint of character. It was clear that this was an area which nobody else was tackling! So I began crafting social media and online marketing courses to help Osteopaths to get to grips with transferring their core values and true Osteobiz persona to the online stage.
Now I see characterful and cheerful online marketing
Honestly, it’s heart warming to see such a wonderful array of positive, thought provoking and eloquent messages skipping through my news feeds. I see wonderful conversations being instigated with potential new patients and relevant information being shared. I notice a huge change in the quality and appearance of what’s being shared.
I delight in seeing characterful and energetic Osteobiz personas easily standing out from the array of other tepid online marketing messages.
Most of all, I feel hugely encouraged by the variety and types of post which share an absolute passion for the health and well being of themselves and others. It is inevitable that they will be in great demand and very successful.
