The Secret Sauce Of Introductory Offers For Healthcare Brands
I'm obsessed with passive streams of marketing and have discovered another way of doing the work once, and letting the exponential return roll in.
Introductory offers in connection with health screenings, demos, and talks are a necessary part of a functioning marketing funnel in any healthcare practice in the first 3-5 years that it takes to build up a critical mass of referrals.
The underpinning power of these core offers is how much you understand your value through your patient's logic. Or in business jargon started in the 90's, how you communicate your value proposition.
You need to be clear on your ideal patient's psychology, in order to communicate in terms that matter most to them. Each patient is a combination of 3 things:
- Functional Needs (responsibilities, jobs, and family to care for.)
- Limitations (pain, obstacles, and energy limits.)
- Aspirations (desires, healing goals, and anti-aging hopes.)
The best practitioners are good at aligning themselves with the needs, limitations, and aspirations of their ideal patients, and clearly stating their value in the patient's terms.
Most practitioners get caught up in expressing their value on their own terms, which can sound like, "I mostly help people recover and thrive from Hashimoto's...(*then launches into a terrifying explanation of what Hashimoto's disease is.)"
How A Value Proposition Sounds In The Patient's Language:
"I run cutting-edge laboratory tests that uncover issues behind suffering, then I design an ideal healing path to build the most momentum, and then I transition people into an anti-aging lifestyle where they can exponentially feel better."
This kind of mindful value proposition increases conversion related activities 3x's. Conversion-related activities include:
- Checking if your location is close to home or work.
- Reading your online reviews.
- Asking about pricing structure or insurance coverage.
If you're a practitioner who needs a functional medicine, growth minded community based around proven high return marketing methods, I'm running a Facebook group called Mindful Marketing For Healers. Join us!