Do You Pride Yourself on Being the Cheapest Option Around?
Are you attracting patients who want what you’re really offering?
That may seem like an obvious question, but if you look at your current marketing and communication, it might not be so clear cut.
Why? Because professional services are different from commodities.
Would you drive across town to get gas? Probably not, unless it’s significantly cheaper or a cute person is pumping it for you. Usually, when you need gas, you stop at the nearest gas station. It’s a commodity. Convenience and cost win the sale.
However, that’s not how people behave when it comes to buying professional services.
We know that, but we forget it. We’ve allowed ourselves to become addicted to the promise of instant gratification and the financial return on investment (ROI) of direct digital marketing and advertising.
We get enamored with the latest shiny no-effort-required “special offer” group-coupon-style tactic. “Get lots of new patients in your office, and you don’t have to do anything, we’ll take care of everything, blah, blah, blah.”
Sure, these tactics get your name out there, and the deeply discounted special offer gets you what you think you want: more new patients, and fast.
But in time, you discover that most of the people who respond to these special offers are deal-shoppers and not necessarily searching for your unique talent and service.
They’re searching for quick relief and a deal—and why shouldn’t they? That’s exactly what you offered them.
If you believe this approach “works” for you, that’s great. Do what you think is right.
However, if you want to attract more new patients who want the service you’re really offering, it starts with sharing what you’re really offering up front.