subject: What's your consumers' buying mentality? [print this page] What's your consumers' buying mentality? What's your consumers' buying mentality?
One of the most important lessons to learn from this consumer attitude is that you are not your patients. The things that you value may be pretty different from the things most of your patients value. Your wants and needs are most likely very different too. Your education is most probably much higher and your income is likely to be much higher too. What's more, your day-to-day worries are likely on a much different level than those of your patients.
This is why it is so important to communicate to your target market the specific and unique benefits you have over your competitors. Your marketing program should clearly present the real advantages of patients selecting you/your practice over another practitioner. To do that most effectively, you either have to know your target audience yourself or work with a marketing partner who does it for a living.
Features versus benefits - "We "versus "you"
Understanding the difference between a feature and a benefit is important. Most surgeons talk about offering minimally-invasive laparoscopic, endoscopic or arthroscopic surgery, yet very few understand that these technologies and techniques, although wonderful and variable in and of themselves, have little intrinsic value to patients.
What has importance to patients are the benefits of those technologies/techniques less scarring, less hospital time and a faster, easier recovery and return to life. As marketers, we have to aid the patient make the connection to such advantages - the "what's in it for me?" part of the equation. What's more, we have to do that no matter which technology or procedure we are marketing, or which medical or dental practice (subspecialty) we are marketing for.
Another common marketing error is to talk about your practice using lots of "we" in your messaging. Nothing turns off patients more quickly than feeling as though it is all about you, and not them. They want to know desperately that you care about them, their health and their wellbeing. Talking about yourself ignores what patients want. In its place, use the word "you" as often as possible in your messaging and you will get far better consequences.
To know more, turn to healthcare marketing agencies and let them help you market your practice more effectively to your specific target audience.
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