Historically, a professional would market his business by way of bland adverts in local newspapers, random leaflet drops and listings in the telephone directories. These were effective enough advertising strategies despite the high cost and the hit and miss nature of them. There was no internet and so, apart from word of mouth, there were few ways of communicating our offerings to the local population.
However, with the arrival of the worldwide web and the dominance of our modern social media, it has become possible to market our products and professional services at little or no cost whatsoever. Better than that, rather than pay huge fixed amounts with no guarantee of reaching our desired audience, we can now strategically target a particular group and focus our message exactly to their requirements and needs.
In my work as a Business Coach for Osteopaths, I consult with struggling Practitioners and help them to find strategies to improve their businesses. Through no fault of their own, many have few skills in actively marketing their Osteopathic abilities, or in explaining the benefits of the treatments they give, to a group situation. And it’s also worth pointing out that it’s a very noisy world out there now. With thousands of pieces of marketing materials vying for our attention every day, we need to give very clear and impactful information.
Very often I detect a ‘shyness’ from Osteopaths about getting the word out into their communities. It’s almost as if it would seem brash, ‘salesy’ or rather forward to talk about what they do. But ultimately whatever we do for a living, professional or otherwise, we are all in business to earn a living to support ourselves and our families. And we’re doing our community a disservice if we don’t get our message across as to how we can help them.
Recently, I presented my ‘Shoestring Marketing’ workshop for the BSO at their Osteopathic Refresher weekend. My ideas for choosing a specific type of ‘Perfect Patient’ to aim at, with targeted social media and collaborative partnerships within their communities seemed to go down well.
However, there was also a concern that consistently posting on social media and getting in front of groups such as Mother and Baby or the local football team was verging on behaving like a harassing hawker. I understood the fear that it could be perceived as not very professional to be seen as desperately pitching for business and selling at people.
I regularly recommend Osteopathy
I’ve been talking about all this in the online business development group I belong to and have been explaining more about Osteopathy to them, as few know what it is.
One lady commented, “I have been to a chiropractor, and although he’s a lovely guy, our unofficial name for him is ‘Peter the butcher’ as he’s not exactly on the gentle side! I guess it put me off going to an osteopath as I, in my naivety, thought it would be a similar experience. I would fully consider going to one now and will ask you for a recommendation – thanks.” (She is now booked in to see the Osteopath I recommended in her town.)
A specialist Physiotherapist also added, “Brilliant, Gilly. Yes, I totally relate to being sabotaged by perceived professional boundaries, being scared to do things differently to your peers, how to sell ethically without hiding in the corner & relying on word of mouth”
Another noted, “I think that with any industry, it’s about being seen to be “how can I help you?” rather than “what can I sell you?” and as someone who loves going to the Osteopath, I would welcome social media posts from them.”
I couldn’t have put it better myself.
Marketing is about explaining the benefits
This is why, in my weekly blogs and newsletters as well as in my online business development group, the Osteobiz Club, I am passionate about my Clients informing and educating their communities; be they in the UK or in Canada, Norway or New Zealand.
By explaining the benefits of Osteopathy, you are letting people know about your services. Once your community understand what you offer and how you can help them, they can make informed choices about whether or not they visit you.
My work is in giving you the tools and ideas to achieve that and many of my Clients have gone off to enjoy great success.
As an example, there is one highly professional Osteopath who I follow on social media with great interest. She clearly has automated her online marketing as well as periodically posting items which she spots and thinks will interest her ‘crowd’ – as we call a group of online fans or followers.
She is keen to promote other local businesses, works in tandem with them and also sponsors a local successful athlete. She uses photo opportunities to get this into the newspapers which in turn promotes the value of her team’s osteopathic treatments and further engages the community.
This Osteopath is a master marketer but she is neither pushy nor hawking. What she is doing is consistently keeping her Patients, prospective Patients and neighbours in touch with her team’s work and therefore, staying top of mind. Every piece of her marketing and promotion is aimed at her Perfect Patients. This in turn reminds them that it’s time to come and get a specific or a maintenance treatment. Her team remain busy and her Patients remain healthy.
A professional still needs to inform and educate
I don’t think that being a professional Osteopath in any way dictates that you cannot inform and educate your community about your abilities. The truth is that the vast majority of the population do not understand what you do or how you can help them.
Therefore it follows that, whilst they live in ignorance, they will NEVER come and see you no matter how much pain they are suffering!
Sometimes I hear complaints that there are now too many Osteopaths in the world. But I wonder – is it simply that there are not enough people who understand why they would book to see one? Further, there is no reason why any Osteopath should be sitting next to an empty plinth all day wondering why nobody appears in their Clinic to be treated. This issue isn’t about ability; it’s about marketing.
If only somebody would tell the local population that Osteopathy could relieve the debilitating pain they suffer with. If only somebody would get out there and let them know that gentle and safe Osteopathy would help ease movement, improve mobility and allow their bodies to return to health.
But who’s going to tell them?
