Are you making it easy for prospective patients to say YES to you? Are you presenting your value proposition in such a way that people are eager to get started on care, and evangelizing your amazingness to everyone that will listen to them? Or are you secretly sabotaging consumer confidence into you and your practice?
In this video, I want to cover four things to help you boost consumer trust and confidence into your services, and your practice. In many ways, better marketing is not about using more technology... but about conveying your message in a smarter way... addressing objections and boosting confidence.
The better you can articulate your unique value (and why you'll be able to help them even if they've failed before), the easier it is to create more consistent patient enrollment.
Let’s examine why patients are typically gun-shy to make a decision - before we talk about the four areas where you could instill more confidence:
So how can you instill confidence in you and your services?
USP stands for unique selling proposition - that which makes you unique. For a prospect to even realize that they have options, they need to understand how your services and approach are unique... because unless they understand that, there’s no reason why they would even consider ditching their current health provider.
In this regard, you want to explain the unique mechanism of their problem. Why are they still sick after seeing all those providers? What is the root cause of their chronic wellness issues? How are they going about health restoration totally the wrong way?
This is where as an integrative medicine practitioner, you need to talk about root cause resolution, lifestyle medicine and how they can’t apply the acute care paradigm to chronic lifestyle-based diseases.
Next, you need to convey the unique mechanism of your solution: Why will your approach succeed where all other practitioners have failed before? What is the logical reason why your method will work? How is it different from anything that conventional medicine practitioners have tried before?
This is where you would talk about advanced lab testing, or your focus on restoring cellular health rather than treating disease, or removing that what makes people sick in the first place. Along with your proprietary signature process.
So, brainstorm how you could articulate your USP more powerfully, and whether you consistently embed your USP in your social media, your website and your email marketing.
Whenever you name a process, you claim it... and by you claiming it, you establish confidence that there is a proven framework that predictably leads to the desired results. Your signature process, along with a declared niche, will assure your prospects that you are indeed the specialist that they’ve been looking for, and that you’re not just making things up as you go. You have so much confidence in getting patients results that you’ve created a process for it!
So if you haven’t created a signature solution, it might be time to formalize your process.
Testimonials are powerful proof that your process works, not just based on your claims, but based on patients just like them. That’s why it’s so important to create the right expectations in your clinic when patients come on board – you want them to know that you’d love a testimonial when they reach their health outcomes, and whether they would be cool with that. In addition, you can solicit feedback right after your onboarding process, which can often lead to unsolicited testimonials.
So if you’re not focused on creating remarkable experiences, and then collecting feedback, you’re missing a huge aspect to boost confidence in your practice.
You know what else creates confidence? Consistency. Consistency = Safety.
Why? People have been disappointed so many times that in today’s world, the person that is true to their word, that does what they promised, that is methodical and consistent - wins.
Patients care to work with someone that is dependable, consistent... that isn't flip-flopping on their message, their social media, their services, their actions or their look...
So when you’re looking at your practice branding, having a consistent look, consistent color schemes and consistent font goes a long way.
So if you enjoyed this content and you want more of it, make sure you go ahead and...
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