17 Jan Why Most Healthcare Marketing Fails…AKA Don’t Make These Mistakes!
Why Most Marketing Fails…AKA Don’t Make These Mistakes!
Not having an ideal client to target and understanding them on a deep level is a sure-fire way to have a marketing campaign fail.
Every business exists to solve problems, the bigger the problems the more you can charge, and often is easier it is to market.
One of the keys is understanding the one big problem you solve and who you solve it for, what I refer to as the “Perfect Client”.
Understanding your perfect client on a deep level is equivalent to building a solid foundation for your house, without it the house falls apart…in this case, it is your business.
After you have done your research and truly understand your perfect client, the next step is to filter that information into content and resources that speak directly to your perfect clients on a deep level which will compel the prospects to take action on your offers.
I like to break down the information into problems and mould my messaging around the biggest issue I can solve for them.
Failing to do this means your advertisements and message will get lost in the barrage of advertisements your prospect sees every day, meaning you waste time, money, and lose out on potential clients.
To create an effective ad, regardless of media source, you must incorporate the information you gathered from your research of understanding your perfect client.
Keep in mind, a compelling offer doesn’t mean you have to use an insane low-price discount. This is a common misconception in marketing that can devalue your service, waste your time and money.
The best offers deliver the wants and needs of your prospects better than your competitors. The offer must show to your prospects that you understand them better than anyone else and can get the results.
One of my most successful ad campaign strategies in my health practice has been picking a niche market and offering a package of appointments with a specific outcome.
For example, a 4-week prehab program helping runners improve mobility and strength to prevent injuries.
The offer itself of a program specifically for runners, and how the ad copy was written, overcame the most common fears and frustrations that runners have when preparing for a heavy running season…getting injured and missing it.
The message is clear in demonstrating that our business understands the prospects’ fears and frustrations better than other clinics, whose message is typically vague and focused on listing every condition under the sun.
Most therapists, who don’t understand their perfect client, forget that without connecting their prospect’s fears to goals they become a commodity service and actually can turn prospects off.
A key point to a successful campaign is to build the ad and offer around what the perfect client wants, needs, outcomes, fears, frustrations, etc. Most businesses focus on building their campaigns then forcing prospects to fit their model.
Understanding this formula is crucial to your success in attracting your perfect clients and profitable advertising so get to creating your messaging and hone in on that perfect client!
Posted on 17th Jan 2021
in Marketing
