Osteobiz Shoestring Marketing Workshop Gilly Woodhouse Copyright Business Coaching for Osteopaths PERFECT PATIENT IDENTIFYING AND ATTRACTING YOUR PERFECT PATIENTS Osteopathy is the perfect treatment for all ID: 356102
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Business coaching for osteopaths
Osteobiz Shoestring Marketing Workshop Gilly Woodhouse
Copyright Business Coaching for OsteopathsSlide2
PERFECT PATIENT
IDENTIFYING AND ATTRACTING YOUR PERFECT PATIENTSOsteopathy is the perfect treatment for all
BUT you cannot successfully market to everyoneSpray and pray marketing is out of date
So is bland advertising and leaflet dropsSlide3
Marketing to everyone will attract nobody!
Who does Coca Cola market to?Target marketing makes sense
It delivers resultsIt’s imperative to niche marketEg
Sportspeople or children
You are not refusing bread and butter bad backs!
It’s about accurate marketingSlide4
Let’s walk through the process
http://personapp.io/ Age?Gender?Job?
Income?House?Children/Grandchildren?Hobbies?
Holidays?
Newspapers/Magazines?
Social media?Slide5
GIVE THEM A NAME
What’s their main problem?What keeps them awake at night?How does it affect their lives?
How do you help?What benefits do you bring?
What do they need from you?Slide6
Don’t forget – this doesn’t exclude anyone!
Your marketing will ‘speak’ directly to your perfect patientIt will resonate with them
It will inspire them to take actionSlide7
You can Create another avatar
Sportsmen will respond differently to the Mum of a baby with refluxAn example of an Osteobiz Club Member
Differing ways of talking to both Still meeting their needs
Principles of reaching both remains the sameSlide8
Where do they hang out on social media?
Osteopaths tend to be on Twitter, Facebook and LinkedInWhere does your Perfect Patient hang out?
Make sure you’re there too!Post consistently and persistentlyGive them tips, hints, advice and comfortAdd links back to your website to blog articles and information pages
Have clear calls to actionSlide9
Where do they hang out physically?
Local football club?Toddler club?Where else?
Go and see them!A ten minute talk to educate about the
benefits
of Osteopathy will bring bookings
Ask to leave targeted leaflets thereSlide10
REMEMBER
Speaking to everyone means you’re speaking to nobody!Babies to nonagenarians? Is that ME?
Plus ~ if you’re not getting yourself in front of your Perfect Patients you are actually doing them a disserviceSlide11
Using Social media
to connectWhere does your Perfect Patient hang out online?
Ask themGet in their heads!What interests them?What sort of hobbies/activities do they enjoy?
What traits do they have? Worriers? Competitive? Adventurous?Slide12
Good wishesSlide13
adviceSlide14
Add a videoSlide15
Quandaries Slide16
questions
When did you last have an osteopathic treatment? Is it time for a check up?Do you know someone who would benefit from gentle osteopathic treatment? Please mention us to them.Have you been putting up with pain? Don’t forget we’re experts at combating pain
Have you booked in your winter Mot? It’s a good idea you know!Slide17
queries
One of my patients has a burst water pipe – can you recommend a reliable plumber?We’re all going out to celebrate our Gran’s birthday – where’s a good place to go that welcomes families?Our receptionist Sally has just got a new puppy – do you know of any good doggy training classes?Slide18
recommendations
Hotels, restaurants, parks or holidays you’d recommendAsk for recommendations for local businesses eg nail technician, rooferAsk a happy patient when they leave if they’d pop a note on your
Facebook page saying how they were feeling before and now afterwards. (Social proof)Slide19
Share yourself a littleSlide20
informationSlide21
Ask for reviewsSlide22
Quote testimonials
I found this hidden in the back of one of my Canadian Client’s website as part of a much larger testimonial:“Melanie really helps to take the aches and pains out and put the smiles back in”
Post snippets of amazing testimonials onlineP
ut on your Home page instead of Welcome!Slide23
Share a photoSlide24
Did you know?Slide25
How to’sSlide26
Competitions and prizesSlide27
Links to articlesSlide28
teachSlide29
what is the no 1 secret for engagement on
facebook?Video!Facebook have worked out that too many people were leaving their site to follow links to YouTube
etcSite stats would drop as people got distracted by cat videos and the like and didn’t come back!Slide30
Add a videoSlide31
Most people don’t know how to do this:
You need to create a channel on YouTubeRecord a short video
Keep it less than 4 minutes ideallyUpload it to YouTube
Go into Video Manager
Next to the EDIT button click the arrow
Click the option DOWNLOAD MP4
Save to your computer
Open a new Facebook post
Click upload image/video Slide32
try to avoid
Anatomical pictures of raw muscles with no skin!DissectionsSkeletons
Non-medical people can tend to be a little squeamish Slide33
Be clear - Avoid jargon
? MSK - Bone, joint and muscular pain? TMJ - Pain in the jaw/face? Sacrum - Lower back pain? Visceral - Any pain within the belly
I regularly ask all kinds of people from all walks of life what these terms are and MOST have no idea!If they don’t understand what you treat,
they will never
come to see you.Slide34
Remember:
Would Bertha be interested in this?How can I motivate Burt to reach his fitness goals?How can I encourage
Gemma to beat her marathon targets?Computer analogy! Slide35
Marketing:
Sell them what they WANTAND THEN
Give them what they NEEDSlide36
IN ALL COMMUNICATIONS:
Show a little of your personalityLet them begin to know you a littleKnow, Like, Trust
Especially when Osteopathy is an intimate treatment...Slide37
Driving traffic to your website
Include links oftenLink them back to different but relevant pages
Eg send them to look at your ‘About Me’ page (keep that light, bright and breezy too!)Include small details such as favourite
smoothie
, running on Sundays and perfecting The Plank!Slide38
Shorten your links
Use sites such as www.bitly.com Copy and paste the URL of your website page into the shortening boxOnce shortened copy and paste into your social media post
Bitly will monitor how many times it is clicked so you have an idea of what’s popularOn LinkedIn and Facebook you can delete the short link from your post once the preview of the page has loaded
Leave the link there for TwitterSlide39
Automated posts
www.buffer.comwww.hootsuite.com
Schedule your postsUpload via Excel
Maintain a regular presence
Post or share other items as you goSlide40
Use of tone and content
LinkedIn FacebookTwitter
PinterestSlide41
Linkedin
Professional and career networkBusiness to business sales
Connecting with professional colleaguesOnly useful if your Perfect Patients are predominantly professionals
Join groups where your Perfect Patient would hang outSlide42
Facebook
Why is it so important?The biggest mistake business pages makeIt’s social
Tone is light and friendlyAdd some humour
Easiest place to get interaction
ConversationsSlide43
twitter
Fast flow of brief, social comment140 charactersGreat for busy people – inc
Osteopaths!News feed spins round incredibly fast
It’s almost impossible to post too much!
If you blog use ‘Revive Old Post’ plug-in for
WordpressSlide44
pinterest
Gaining hugely in popularityVisual platformEspecially popular with women Images, memes and videosGreat for creating a Vision Board for planning
Mood boards for room stylingUsed for visual productsCould be useful with images of healthy food, stretch positions and blog image and linkSlide45
Keep linking back
Back to your websiteBack to different pages This helps your SEO enormously
Building trustCreating interest
Positioning as an expert
Increased bookingsSlide46
Local collaboration
How could you connect with your local target audience?It’s not about you, it’s about them!But what if you don’t like selling?
Change your mindset
You are educating and informing your community
Let’s look at two examplesSlide47
Where are the sporty types?
Which other businesses in your area also attract similar kinds of people to your sporty Perfect Patient?Gyms, sports teams, running clubs, swimming pools, tennis or golf clubs?
What would be the benefit to them in learning about osteopathic treatment?Slide48
ideas
Give a short 10 minute talk at amateur sports teams venuesOffer to show beneficial stretches to gym membersShow the local golf club how to improve their swingShow tennis players at their club how to avoid injury
Offer a Q&A session at the endSlide49
Babies and children
Which local businesses also attract this age group?Clinics, NCT groups, mother and toddler groups, childminders, nurseries, soft play or outdoor climbing centres
How could you work together to benefit the children?Slide50
ideas
Could you give a talk to the parents to explain how you help with common childhood complaints?What about a free newborn health check?
Start a baby massage group?A fun exercise group for pre-school children?Slide51
What else could you try?
Who could you collaborate with?A local athlete?Hairdresser?Book Shop?Café or restaurant?
Pilates class?Who else would fit?Slide52
Could you run:
A competition?A treasure hunt map or similar at a school fete?A monthly drop in one hour clinic for runners to prepare them for the local 5K run?
A weekly mobility class for pensioners?Slide53
publicity
The point of any joint collaboration or competition is to get publicity or PR benefitsPrint leaflets to create awareness locallyTake inspiring photos and write a punchy item for the local newspaper
Get a little interview on the local radioPut information about the event/idea in the local magazineTalk every day about the excitement of it on all your social media