How To Dominate Your Market Right Now !

PRACTICAL APPLICATION

Think of how much money it costs to acquire a brand new patient with advertising expenses, overhead, employees, etc.  These costs can be astronomical. Your biggest competitors have gone through all the trouble, time, effort, and money to find qualified people, get them to raise their hand and actually make a purchasing decision.  Your competitors have saved you a fortune both in time and money.
 
What can you do or say directly in marketing and advertising that would be powerful and compelling enough to capture your biggest competitors’ best patients and prospects?

Year after year medical business owners make the same costly mistake of neglecting the largest segment of their industry’s market.  That is, their biggest competitors, patient base and prospect list.
 
The cold, hard, reality of traditional advertising is that for too long corporate marketing and advertising has been handled backwards!  A base analysis of standard advertising reveals that the vast majority of all ads have been written to focus on the wants and needs of the “brand new patient” in the market place.  It simply cannot be stated enough, that this segment only makes up five percent of the available market.  The real money is in the 95% of the market that has been virtually ignored.  Coincidentally, it is the same 95% of the available market belongs to our biggest competitors!

We have spent a great deal of time discussing a crucial segment of the marketplace.  We can take your understanding of the strategy one step further.  We are truly talking about capturing that segment of your competitors’ 95% of their best patients and prospects.  But, this group not only represents 95% of the money flowing into an industry this year, it is also where all the backend revenue is going to flow in next year and the year after.

Because we are going after the purse that holds 95% of the money in the market, the mission is to create such a huge gap that the very definition of that gap is transformed.  Your goal will be to carve out a huge chasm between you and your competitor --- it becomes a monstrous loyalty-killer. That is the standard that has to be met.   You are asking someone not only to buy a medical service from you, but also to switch and give up a relationship, give up trust, give up everything.

In every effort, you should be creating huge gaps between yourself and your competition with “loyalty-killer” incentives.  Simply stated, you need to prove that what you provide is measurably superior, and you offer better service than the competition.  The switch is well worth making!

If you are providing an upgrade for a prospective patient, your information should never suggest or appear to be a downgrade in quality or benefit (either because you did not work at it, or your strategy is weak)! So besides illustrating and showing superiority, you should also think of doing comparisons. These comparisons should clearly illustrate where the prospects are, what the differentiation is, and how much more valuable your service is.