This is Part 4 of 5 of the Ben Altadonna Chiropractic Marketing Strategies series on Internal vs. External Marketing.
Marketing FOR patients VS. marketing TO patients.
Reminder, read all of blog posts in this series before you read this one (see below). Today is part 4/5 on POSITIONING and how it relates to marketing “FOR” versus marketing “TO” patients.
Positioning is a well thought out plan that impacts how others perceive you.
If you don’t put some thought into this, by default, the public will perceive you as a commodity, as just another Chiropractor who wants them to come in for the rest of their lives.
Proper positioning WILL build lifetime patients but again, it takes thought and congruency from the moment they are exposed to who you are ‘til the moment they die or move away.
Marketing “FOR” patients positions you as a desperate Chiropractor. It announces to the world via Facebook, Twitter, Instagram, and all forms of exposure from spinal screenings, to Yellow Page advertising, that your supply exceeds demand… that even though you’ve been in practice for many years, you still lose more patients than you naturally attract through referrals and reactivation’s.
Basically marketing “FOR” patients is not the best way to position yourself, it repels more than it attracts.
The only way to make marketing “FOR” patients work is to slow down the marketing process. The focus should not be on patient procurement. The focus should be on relationship building and relationship maintenance.
And the marketing doesn’t stop there. Once you attract a patient, you must do everything in your power to give them what THEY want, in a way that THEY want it, AND to communicate to them using all the done for you content and systems that PBA provides and manages. Only THEN are you marketing “TO” patients.
See, marketing isn’t selling.
Marketing is building trust.
Marketing is creating loyalty.
Marketing is providing only a quality product and eliminating all those money making temptations available to Chiropractors these days that repel more than they attract.
Lastly, the best way to attract patients is by positioning yourself as if you don’t need them.
How do you do that? By providing patients value even when they are NOT coming in or giving you money.
THAT’S marketing “TO” patients.
THAT’S proper positioning.