Who Is Your Audience
Are you looking at things from the inside out? Or the outside in? As one of my mentors taught me, ‘perspective is the key to great marketing.’
In too many instances I see chiropractors who only see things from their own perspective. They tend to talk about their issues. Speak in their vocabulary. See things from their perspective. When what really matters is ‘what are we doing to meet the needs and solve the problems of our target audiences.’
How well do you understand your community? Your patients? Do you survey your patients at least once a year?
How well do you listen? Are your hours, your services, your pricing based on your needs or theirs?
Until we have the ability to truly ‘walk in the shoes’ of our target audience, and truly understand their needs and desires–we will not be able to move the profession forward.
Posted in Marketing
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Good insight, Juan. Sometimes we just need to shut-up and listen to patients…. actually all the time! They should be the top priority in the office and I feel that we could all learn to be a little more empathetic. I agree that surveys can be a good way to measure patient satisfaction. We use them periodically in our office.
Continued success
I listen as well as teach, almost to a fault. No matter what the “marketing”, depends on your location, the patient wants quick results and next to nothing cost. Some patients do not want to pay at all, unless their insurance covers the service. The deductible/Co-pay?..LOL..They dictate their care plan by their wallet. I see it in their eyes when I advise as to the care they need. I use to take it personally or be apologetic for the cost but not anymore. We are notorious for giving our services away. We can only help as much as we can without scarificing our hard work and practice. Everyone wants a deal. LOL..no one gave me a deal while in school and starting my practice. Not bitter but just facing the reality. Its a good thing I love what I do!! AMEN..