How you think and feel about something determines how you approach it? Would you agree?
Not sure? Let’s look at a couple of examples, and you’ll see what I mean.
If you’re excited about something, chances are you’ll bring lots of excitement to the table.
Just think back to your last vacation! You probably started your vacation being in a great mood, upbeat, and full of positive expectations.
Now if you’re hesitant about something, you’ll approach the situation with caution and reserve; after all, you don’t know what to expect.
Remember the last time you got pulled over in traffic? Chances are you do unless you’re part of the 1% who has never been pulled over.
Did you feel happy and upbeat at the sight of flashing lights in the rearview mirror? Well, of course not. Most likely you felt uncomfortable and slightly nervous because you didn’t know what to expect.
So here is my point… how you think and feel about something affects your attitude and approach to it.
Your Mindset Affects Everything You Do.
It’s so important to have the proper mindset, no matter what you’re doing. And of course, this includes your business.
That’s why it’s critical you have the right mindset when it comes to marketing your practice. Having the right mindset allows you to develop strategies that are right for you and that you can feel comfortable using.
If you have the wrong mindset toward marketing, you are likely to make mistakes in your approach to and in your marketing efforts. That is if you do any marketing at all.
Think about marketing as something dreadful, as “I just can’t stand having to do this stuff…” and your marketing results will reflect your thinking. Unfocused, half hazard, and dismal results!
So why not think about marketing as communicating value?
Think about the quality of service you provide to your patients and communicate that in your marketing. The results will speak for themselves!
The difference in mindset will result in more focused and targeted marketing, attracting a flood of ideal patients into your office.
Mindset #1: Marketing is not a “Necessary Evil.”
At the most basic level, all business starts with an exchange of value. Somebody offers to exchange something of value, with the understanding to get something else of equal value in return.
Pretty simple, isn’t it?
In your particular situation, it means a patient comes to your office. The patient wants to be evaluated and treated.
You see the patient, evaluate, and treat him/her. The patient pays you for the value he/she received, and you accept payment (value) in exchange for your services.
Many moons ago, patients may have offered a blanket/chicken/grain, in exchange for being treated by the village shaman. And yes, even today, in some parts of the country, people may still bring a chicken in exchange for a visit.
But unfortunately, chickens, grain, and blankets no longer pay the rent! And to get around this limitation, modern society has developed money as a medium of exchange.
Today, the value of a product or service is expressed in monetary terms alone. No longer is it possible to make a direct correlation between the value of things being exchanged. But this can be a problem…
Mindset #2: Marketing Lets you Communicate Value.
Since we no longer directly exchange one service for another, it is now necessary to establish the value of what we provide. Marketing lets you do just that.
It allows you to communicate the value of your services and products to the customer. But even though you know your service is valuable, your customer may not see it like that at all.
Therefore, you must establish the value of your service in a way your customer can understand and appreciate it. Marketing gives you that opportunity.
It allows you to translate the value of what you offer and connect the dots for your customer. It explains to your patients how your service will address their concerns and solve their problems.
Solving a problem for your patient translates into having provided value to them.
Mindset #3: Marketing is Customer Focused
Marketing is all about your customer, about your patient.
- It’s about who they are, where they are, what they want, and what they need.
- It’s about their fears, frustrations, problems, and concerns.
- It’s about offering solutions to their concerns, problems, and frustrations.
It’s not about you, your product or service, your practice or anything of that sort. It’s truly all about the customer!
If you remember this, your patients will love you (perhaps love you even more!). Ignore this, and your patients will find you to be arrogant and unapproachable.
So remember this, it’s all about your customer or patient. And it’s not about you or your clinic!
Here is what to do next…
If you want to “up” your marketing, take a close look at what you’re doing right now. Evaluate your current marketing against the three mindsets.
Are you satisfied with what you’re doing and your results? Or do you need to make some changes in how you approach your marketing?
As always, let us know what you think. You are our customer and we want to hear from you; so leave us a comment or send us an email.
By Johanna Hofmann, MBA, author of “Smart Business Planning for Clinicians” and a regular contributor to the NPBusiness blog.