Are your marketing materials and website all about you? Or are they focused on the needs of your Perfect Patient?
I always advise my Clients to keep a book handy in Clinic, specifically for marketing. Because what you hear in Clinic can be reverse engineered and spoken back to similar types of people. Jotting down these key phrases will make your marketing materials so much stronger. They will then address the issues that this group struggles with and begin to suggest to them a possible solution.
Who are your marketing materials talking to?
So often I see bland websites with no images of the people behind the website! Then there are pages and pages of text, again with no images to spark interest for the reader. Of course there may be the obligatory image of a spine but nothing to capture the imagination!
Indeed, all your marketing materials must primarily be acknowledging and understanding the needs of the potential Patient. Asking pertinent questions that makes them nod in agreement. And the only way you can do that is to understand WHO you are talking to. For instance, you would talk very differently to a keen sportsman than you would to a mother of an unsettled baby. Their basic needs and psychologies are poles apart.
So in order to be able to successfully market your services, you need to listen very carefully in Clinic. Understand the psychology of the patients you would like to attract more of. You will undoubtedly hear the same phrases and questions asked over and over again.
Speak it back to them
When your marketing resonates with the potential Patient, it helps them to be curious to know more. What are they worried about most of all? Is it performance in sport? Is it staying mobile and fit in later years? Is it keeping baby settled and happy? The psychology of each group is vastly different. So when your marketing materials, including your website, squarely addresses their needs they will take notice.
Take a look at all your marketing materials today and check out your website pages. Do they talk all about you or do they talk directly to a specific group of people? Trying to talk to everybody at once just doesn’t work. But get specific and suddenly it starts to work and you will have that elusive synchronicity and the results you want.
We go into all of this (and much more) in greater depth in Osteobiz High Viz, my new online course. Over four weeks, I show you how to get your ‘offline’ marketing in shape so that you can do what you love most – treat more new patients!
