Secrets

There’s more gold in those that have already bought from a competitor, waiting to be stolen, than the small stream of potential future prospects that are coming and that you are spending all your advertising money on.

Key Concepts:
Pain of Change – All of the prospect’s feelings and experiences associated with new behavior and doing something different.

INDENTIYING YOUR MOST VALUABLE AUDIENCE

The crucial step in market domination is identifying your target audience.  You begin with your area of expertise. If you have multiple disciplines within your practice you must select specific specialty to discuss in your advertising. 

PROSPECT PROFILE

The competitors’ patients already believe in your products and services.  Once that is understood, the job comes down to having strategies and incentives to change.

These prospects have already made the emotional decision to begin the buying process.  You’re simply rewarding them for their decision to take action.

YOUR MESSAGE

Let us assume that you have purchased advertising space in a local publication.  Let us further assert that in said publication there are at least a couple of other physicians (doctor A and doctor B) advertising on various pages.  What do you plan to say that will motivate a patient to contact you rather than them?  We can also assume that some of Dr. A’s and B’s future patients also see their ads.  What do you plan say that will motivate them to switch allegiance to your medical office?

PRACTICAL APPLICATION

PRICING

You should know your competitors’ price point.  You should realize that in your prospects mind, they are comparing what you’re doing and saying to the competitors’ price. This is the first basis of comparison that your prospects are using in their judgment. Do a price and value comparison, it is a great way of building upon the gap between you and your competitor.