Have you ever thought about how patients think?
When I first started out in practice, I didn’t really care what patients thought about their health problems. I was the doctor, and I was just going to tell them the “truth” about what was going on and how to fix it.
You can imagine how many patients I “turned off” by doing this.
I’ll never forget what a new patient taught me regarding this attitude.
I was just finishing up the new patient exam and x-rays, when she asked “Well Doc, do you think you can help me?”
I said “Mrs Smith, we’ve had great success with other patients that have had…” and I went on to list many of the problems chiropractic can help with. I think I even mentioned a few of the testimonials in the books we had around the office, and handed her one to look at. I was in a hurry and had the patients stacking up out front.
That’s when she looked at me angrily, and said “Dr. Beck, that’s not what I asked. I asked if you could help me with my problem?”
That’s when it hit me…
Patients want help with their problems! They want to believe you can help them, before they even come in to see you.
They aren’t interested in the history and philosophy of chiropractic.
They don’t care about all the problems you can help or who you’ve helped before them.
I have remembered this lesson every since. She was almost furious that I wasn’t addressing her problem directly. That’s the one question all patients want to know. That’s why the come in to see you!
Now obviously I couldn’t guarantee her I could help her problem. But I could have been more specific about the successes we had with her exact condition in the past. And I could have reassured her that if anyone was capable of helping her, we had the best chances of doing that.
How does this relate to marketing?
Marketing is teaching, telling, showing, persuading people to use your services over anyone else’s. And the best marketing message is one that’s relevant to your prospects.
People are searching for answers to their problems in life. They want a doctor who can help them and they will respond to marketing message that appears customized to them.
You can go on and on about chiropractic, but all they want to know is how you can help them. They want to know “what’s in it for me” (WIIFM). And we can’t assume every potential new patient knows what chiropractic is or how it can help them. Most Don’t!
So when marketing your practice, be sure that you are speaking directly to the person’s problems. Make them believe you are the one that can help. Whether it’s on your website, landing page, newspaper ad, yellow pages, or even on your business card.
For chiropractors with conversion problems, this one thing can make a huge impact. The more specific your marketing is, the more credibility and proof you build to that new patient. So that when they do come in, they are less likely to question your recommendations.
P.S. This of course does not negate using testimonials. It prooves the point you need to make your testimonials specific to the target patient you are marketing too. More on this in a later blog post…