Branding and content creation: avoid these 3 health problems

Keep these three hurdles to patient marketing in mind when formulating your branding and content creation strategy.

Seventy-six percent of consumers will check out a new online business before visiting its physical location, according to recent research survey conducted by Visual Objects. If the consumer believes the business has a strong online presence, almost half (45%) will take the next step and introduce themselves in person – making your branding and content creation a critical part. of your practice.

The quality of your content is one way to create an online presence strong enough to get patients through your doors. While countless resources and experts offer proven advice on how to get your content off the page and engage your viewers, very few discuss the type of branding and content creation that can backfire and repel versus attract.

Here are some content creation incidents to watch out for and avoid so that you don’t inadvertently lead potential patients to choose your competitor over you.

Talk more about your practice than the patient

When you post content on your website, blog, or social media pages, the overall goal is the same: to grow your chiropractic practice. Since content creation is basically a marketing tactic, the tendency may be to talk mostly about yourself. Do you feel like you have to convince the potential patient that you are the best, and how can you do that if you don’t share your education and experience?

The problem with this approach is that one of the first questions consumers ask themselves before trying a new business or product is, “What’s in it for me?” They also ask this question when incorporating new content. If your content is so focused on you that you don’t answer that critical question, they may decide there is nothing for them and keep scrolling.

Before posting a piece of content, ask if it offers value to the viewer. Does it answer a common question, solve a common problem, or improve their quality of life?

Also note how many times he uses the words “I” or “we” compared to “you”. If the content is heavily self-centered, edit it so that it speaks more to the viewer. Try to answer the question “What’s in it for me?” “

Branding and Content Creation: Is Your Conversation?

When your site visitors or online subscribers read your content or watch your videos, they want to feel like you are talking with them and not to speak at them. They want to be part of the conversation. If they don’t feel like they are, they can look elsewhere for a conversation.

Perhaps the best example of this can be found in social circles. If you come across a group of people and feel like you are a contributing member, you are more likely to stick around and continue to interact. Conversely, if one person seems to be doing all the talking or if no one is looking at you for your contribution, you are probably going to walk away. The same is true online.

Use your content to spark conversations with your website visitors or online subscribers. Ask them what they think and encourage them to comment. Let them know that you value their input, which increases the likelihood that they will want to interact with you more.

Highlight the problem without offering solutions

One effective marketing tactic is to target the weak points of your target audience. In the case of chiropractic, this can involve talking about back or neck pain, frequent headaches, or a sports-related injury that isn’t healing as quickly as it should. This not only tells potential patients that you understand how they are feeling, but it also increases their discomfort to the point where they are ready to act.

Even if the desired solution is to incorporate them into your practice, it can also be very helpful in providing them with advice on how they can find some relief in the meantime. This may involve applying ice or heat to the area, or you may suggest a few stretches for pain relief. Taking this approach serves several purposes:

  1. It shows potential patients that you care enough about their well-being to be ready to come up with solutions that don’t involve putting money in your pocket. It makes you a more desirable health partner.
  2. This gives you the opportunity to show your expertise. They become more willing to trust you because you keep showing that you know what you’re doing.

Think about it when formulating your branding and content creation strategy. What kind of solutions do you offer, short and long term? Hitting each one can make you the chiropractic professional of the beholder of choice, turning them from prospect to patient.

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Jenny T. Curlee