Marketing – it’s not a dirty word
31st May 2018
I have not met too many health practitioners who decided to go into their chosen profession because they love marketing and can’t wait to get their teeth into it. Mostly practitioners dread the thought, hope that the phone will just ring, patients will flow into the practice and that they will never have to ‘do it’
Let’s make marketing less daunting!
Change your mind-set
The very first thing to do is to look at what your own beliefs about marketing are and challenge them. If you believe that marketing is tacky and will send out the message that you are desperate or money-grabbing then that is how you may very well come across.
Why did you go into your chosen profession? Most often the answer is ‘to help people’ – get them better, keep them better, help them move better and help them have an improved quality of life. Marketing is purely a method to let people know that you can help them and invite them to take up your services
Be authentic and ethical
If everything you do has the best interest of the patient in mind your marketing will be well received and not frowned upon. Marketing is a step in your patient’s journey and it is simply about getting your message across so that your patients and prospective patients get to know you and how you might be able to help them
Be you and attract the patients you would like to work with. Don’t try to be someone or a business that you are not. Be genuine, be authentic, be ethical
People buy why you do what you do not what you do
If you’re a regular reader of our newsletter or have attended courses with us you’ll have come across Simon Sinek who we think is amazing! Have a look at his short TED talk here: Golden Circle.
People buy why you do what you do not what you do – they buy the results you get, they buy why you went into your profession in the first place – getting people better or whatever your version of that is. If you can clearly communicate your ‘why’ you will attract patients who believe in what you believe and you will fill your practice with your profile of perfect patients
Improve your retention
This absolutely has to be mentioned! One of the ways to avoid having to do loads of marketing is to actually retain the patients you have coming through the door. And again, the word ethical has to come in here.
We don’t mean getting patients through the door and over-treating them. We have seen in many cases that practitioners end up under treating patients fearing that they will be seen as money-grabbing and having unethical treatment plans or they decide that patients can’t afford what the practitioner believes would be best for them…that’s a whole new subject – you trained as a therapist not a financial adviser! Be the expert your patients are paying you to be and recommend what is in their best interest for their health not their wallet.
Put a plan in place
Over the years that we have been working with our clients helping them to enjoy their work and achieve their vision we have definitely noticed a higher success rate with clients who put pen to paper and set goals and their plan of how to achieve them.
Take time to outline your marketing activities for the next 6 – 12 months so that you have a clear action plan for each month. As marketing is probably not on the top of your enjoyable activities list it is far easier to implement if you have a written plan in place.
Our newest team member, Beverly is brilliant at helping clients with putting marketing plans in place as she previously worked as a manager and director for a group of clinics for many years. Let us know if you’d like more info about our marketing strategy sessions.