Attracting New Patients
The key is to think like a Customer
To understand how to attract new customers we have to put ourselves in their shoes. Notice I said “customer” and not “patient” because from a business perspective, that’s what patients are. They’re your customers. No matter what business you’re in, customers always buy for the same reason.
Let's consider an example while we’re thinking broadly, let’s get into the clothing business. In the clothing business, you sell clothes - shirts, dresses, pants, shorts and skirts are some of the items of value you are providing to your customers in exchange for their money. Right?
WRONG!
This may seem strange, but stick with me here. Clothes have NO value. Seriously. None. So why are there so many stores, styles and materials? Because people who buy clothes are NOT buying a product (clothes). They’re buying a solution.
The first rule of marketing is that customers NEVER buy a product. They buy a SOLUTION to a PROBLEM that MATTERS to them. Let’s break it down.
If you’re stranded in the desert, miles from any civilization, and you’re dehydrated, overheated, exhausted, and perhaps dying, what matters to you? If a clothes salesman happens by and offers you a great deal on some designer labels, are you interested? What if it’s REALLY a great label AND deal? 75% off, 90% off? At what point will you buy those clothes?
The answer, of course, is you won’t.
If a water salesman happens by, what will you pay for a bottle of water? $5.00? $10.00? $100.00? The answer is likely all of the above!
It’s not the water that has the value; it’s the outcome. You have a problem (horrible thirst, dehydration, perhaps death) and that problem matters to you a great deal (you are in agony). Water provides the solution to that problem, and therefore it has great value to you. It would be much less valuable to you if you were drowning.
The key is to think like a Customer
To understand how to attract new customers we have to put ourselves in their shoes. Notice I said “customer” and not “patient” because from a business perspective, that’s what patients are. They’re your customers. No matter what business you’re in, customers always buy for the same reason.
Let's consider an example while we’re thinking broadly, let’s get into the clothing business. In the clothing business, you sell clothes - shirts, dresses, pants, shorts and skirts are some of the items of value you are providing to your customers in exchange for their money. Right?
WRONG!
This may seem strange, but stick with me here. Clothes have NO value. Seriously. None. So why are there so many stores, styles and materials? Because people who buy clothes are NOT buying a product (clothes). They’re buying a solution.
The first rule of marketing is that customers NEVER buy a product. They buy a SOLUTION to a PROBLEM that MATTERS to them. Let’s break it down.
If you’re stranded in the desert, miles from any civilization, and you’re dehydrated, overheated, exhausted, and perhaps dying, what matters to you? If a clothes salesman happens by and offers you a great deal on some designer labels, are you interested? What if it’s REALLY a great label AND deal? 75% off, 90% off? At what point will you buy those clothes?
The answer, of course, is you won’t.
If a water salesman happens by, what will you pay for a bottle of water? $5.00? $10.00? $100.00? The answer is likely all of the above!
It’s not the water that has the value; it’s the outcome. You have a problem (horrible thirst, dehydration, perhaps death) and that problem matters to you a great deal (you are in agony). Water provides the solution to that problem, and therefore it has great value to you. It would be much less valuable to you if you were drowning.
Marketing & the Travel Analogy
VacationTime!
Years ago my wife and I were taking a long awaited vacation. Just 2 years earlier I had started a technology company. I was living the American Dream...but I was also working 14-16 hours a day. I needed this vacation! So when the time came to leave I quickly packed a suitcase and we drove to the airport.
It wasn't until we got to the hotel that I realized I had forgotten to pack a number of items. I had delayed getting myself ready for the trip, and here I was, without some basic necessities. So, do you think I started looking around for the best bargain? Going from store to store, looking for the best deal? No. The problem was too important and time was too short for that.
I bought the supplies I needed in the hotel gift shop and spent triple what it would have cost me at home. The price didn't matter because it solved my problem! Maybe I could have saved some money by shopping around, but there were more enjoyable things to do.
I bought the expensive supplies because they solved my problem.
As long as you view yourself as selling a product, you’ll never market effectively. Especially if that product is healthcare. I mean, at its most basic level, the service you provide is only considered when people don't feel well. People associate you with pain and feeling sick. Sound appealing? That’s their perception!
Imagine the conversation:
"So, what do you do for a living?"
"Oh, you know, I see people that are sick and in pain."
"Wow...and you went to 8 years of school for that? Where do I sign up?"
I know, it’s silly, but if you go around telling everyone your title and you think that’s magically going to bring in patients, you’re in for a surprise. They’re already associating you with pain, fear, sickness and needles.
If customers ONLY pay for solutions to problems that matter to them, it’s time to ask yourself what problems you solve.
VacationTime!
Years ago my wife and I were taking a long awaited vacation. Just 2 years earlier I had started a technology company. I was living the American Dream...but I was also working 14-16 hours a day. I needed this vacation! So when the time came to leave I quickly packed a suitcase and we drove to the airport.
It wasn't until we got to the hotel that I realized I had forgotten to pack a number of items. I had delayed getting myself ready for the trip, and here I was, without some basic necessities. So, do you think I started looking around for the best bargain? Going from store to store, looking for the best deal? No. The problem was too important and time was too short for that.
I bought the supplies I needed in the hotel gift shop and spent triple what it would have cost me at home. The price didn't matter because it solved my problem! Maybe I could have saved some money by shopping around, but there were more enjoyable things to do.
I bought the expensive supplies because they solved my problem.
As long as you view yourself as selling a product, you’ll never market effectively. Especially if that product is healthcare. I mean, at its most basic level, the service you provide is only considered when people don't feel well. People associate you with pain and feeling sick. Sound appealing? That’s their perception!
Imagine the conversation:
"So, what do you do for a living?"
"Oh, you know, I see people that are sick and in pain."
"Wow...and you went to 8 years of school for that? Where do I sign up?"
I know, it’s silly, but if you go around telling everyone your title and you think that’s magically going to bring in patients, you’re in for a surprise. They’re already associating you with pain, fear, sickness and needles.
If customers ONLY pay for solutions to problems that matter to them, it’s time to ask yourself what problems you solve.
This is where we can help.
We will position you and your practice as THE solution!
Talk to a Coach now...& select your Coaching package
We will position you and your practice as THE solution!
Talk to a Coach now...& select your Coaching package