How Techno-Babble Can Hurt Your Marketing

By John Nesbit, CEO The Customer Factory

Alright, so you bought a new laser or a new decompression machine for your practice that is going to revolutionize the way you see patients, speeding up their care and allowing you to help more people. You were told that the Decomp-O-Matic 5000 is far superior to the 4000 model and it’s true! This may very well be the greatest thing since sliced bread to you doc.

The company you bought it from even gives you a marketing packet for your new machine, pamphlets to hand out to your patients, ads you can run, coffee mugs with their logo on them, schematics, charts, case studies… You are ready to get new patients in!

But a month after running those ads and handing out those pamphlets, you have no new patients in the door that asked about it. Not one person has come to see the glorious new Decomp-O-Matic 5000. Why?

Your colleagues like it. The case studies are sound. You even treated Mrs. Smith, your most loyal patient on it and it helped her walk again.

Your problem is not that the treatment doesn’t work or that people don’t believe it. Your problem is that you’re not speaking in terms your new patients can understand in your marketing. You are suffering from techno-babble.

Techno-babble, is the explaining of something filled with unfamiliar terms and complex vocabulary, and it can confuse and alienate your potential new patients. All the technical terms, the charts, the graphs, the pamphlets, even the ads they give you to run all talk about the machine.

When all people are looking for is, “will it help my low back pain?”

So How Do I Attract New Patients For The Treatment?

We have isolated the exact reasons why so many doctors use this, why this is detrimental to your practice’s success, and what to do instead. In the above video, John Nesbit and Merle Stepler discuss the technobabble syndrome seen in marketing and more importantly what patients will respond to in your marketing.

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