Here is an alternative to deep discounting that successful practice owners use to attract new patients without cheapening their service.
Discounting your services might seem like a good way to attract new patients, but it can actually cheapen your practice and attract the wrong clientele. Instead of offering deep discounts, focus on building value and differentiating your practice.
In healthcare marketing research shows that new patients are motivated most by their pain or disability with costs being second.
Attracting new patients with heavy discounts creates the “Groupon effect” where people show up for the deal but then won’t pay or stay for further services. Rather than competing with other providers, focus on two things:
1. Building value in your services. To do this, create an offer that provides something of value to the patient, such as a consultation or a first visit.
When promoting the offer, break down each of the details and emphasize how your service will specifically help the patient. For example, mention the medical history analysis, the type of x-ray used, the one-on-one consultation with a specialized doctor, even friendly staff, and complimentary coffee.
2. Identify how you are different from other options. Avoid talking about yourself with cliches like “we love our patients” and “we treat people like family”. That may be true, but they are so overused as to be meaningless in marketing. Rather you might discuss how you have non-drug, non-surgical alternatives and 5-star ratings on Google, etc.
By focusing on the value you provide and how you can help patients, you can appeal to those who are genuinely interested in your services, rather than just those who are looking for a bargain.
Of course, there are many more things to know in order to create a consistent flow of qualified new patients for your practice.
To save time, many practitioners choose to partner with my agency, The Customer Factory.
To find out if our marketing program is a good fit for your practice visit our website and book a 15-minute Discovery call. You could have new patients coming in as soon as this time next week.
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