PracticeBuilders - The nation's leader in healthcare-practice success since 1979

Marketing Primer: Sell the Sizzle, Not The Steak

If asked to write a short paragraph describing why prospective patients should choose their practice, many doctors might mention the fine medical school they graduated from, list their X years of experience in their specialty, and describe the state-of-the-art, cutting-edge equipment used in their office.

All good, but which begs a question: When was the last time you heard someone ask, “I need a new doctor. Know anyone with that hot new gastroscope?” 

Ask yourself, what do the patients I want to attract really care about? Not sure? Here are a few things: Do you offer free parking? Do you accept credit cards? Will your staff handle the insurance forms? Most of all, tell prospects about the advantages they will gain from coming to your practice. Peace of mind. Time savings. (Yes, waiting at the doctor’s office is something you’ve surely heard people talk about.) Convenience. The wonderful feeling of well-being that comes with good health – a feeling you will help them achieve.

In other words, talk about the patient instead of yourself, and you will reinforce the image you want to build as a caring and respectful as well as an expert practitioner.

Keep this in mind in all your marketing efforts and you are bound to reap you much greater rewards.