Welcome to video 4 in our video series on how to become known for your expertise.
Because what I often find working with integrative practitioners – once you are seen as a health leader in your local community, once you are known as the go-to provider for a certain health condition, it’s much easier to enroll new patients, patients indeed see the value of your services, and you can charge what you’re worth.
And in many cases, that goes hand in hand with having a waitlist of ideal patients, ready to work with you.
So in this video, we’ll talk about how to nurture your prospects via email and videos to the point where they know, love and trust you enough to request that initial phone consultation or paid appointment.
But if you haven’t yet watched the previous videos, you might want to watch those first for better context on what preeminence is, and how to establish it through social media and your website.
The overarching idea of preeminence is to establish yourself in the minds of your ideal patients as THE solution that they’ve been looking for all along.
They are pre-educated, pre-qualified and pre-determined to do business with you – because they see you as an authority, a trusted advisor – because you’ve demonstrated that you understand them, that you can help them, and that you provide exactly the kind of care they want.
Now, as you can imagine, that’s very hard to pull off in a single website visit – because just like in dating, it takes a series of dates until you can pop the question.
So when we work with health professionals, we help them create an educational email series that establishes their authority, and more importantly, demonstrates their unique difference relative to other, conventional care providers.
Some practitioners also offer a free 15-minute phone consultation to prospects, so each email in this educational series could also include a link to your online appointment scheduler for them to schedule that complimentary call.
And finally, let's talk about why we recommend to also include a video in those nurture emails:
Fact is, many prospects don’t like to read emails (or if they do, they skim)... most prefer to watch videos instead. And videos are the perfect vehicle for both you and the prospect – they satisfy the prospect’s need for information, context and insight... yet allow you to create connection, intimacy and a relationship at the same time.
So in the suggested format for your educational email series, we include a screenshot of a video in the top part of the email, followed by a (relatively) short, text-based section with actionable tips.
By now, you’re probably realizing that this is the exact format that we’re using for this educational email series that you’re consuming – proof positive that this works!
Now, in the next video, I’ll talk more about the final piece of establishing preeminence through workshops and webinars, but if you want to learn more about our email frameworks specifically designed around your practice niche – whether you’re focused on digestive health, autoimmune disorders, hormonal imbalances or any other chronic condition – then join me for my training on “how we help practitioners become known for their expertise”.
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