Healthy Connections for a Healthy Practice: Successful Relationship Marketing is the Key
It’s a common issue many healthcare providers face: the dreaded marketing dilemma. I've had countless conversations with chiropractors who feel like they just don't have the time for marketing—or, let's be honest, they think marketing feels gross and salesy.
I totally get it. The last thing you want is to be like a pushy used car salesman or that chiropractor at the mall doing spinal screenings, scaring people into getting treated.
There is a better way: Relationship Marketing.
It's all about building genuine, beneficial connections instead of resorting to slimy sales tactics.
Relationship marketing is an approach that allows you to authentically promote your practice. It’s the best way I’ve found to build strong and lasting relationships with your perfect patient personas. It’s also one of the few marketing tactics that actually enhances patient care.
Build your perfect patient persona, then build your relationships.
Who is/are the perfect patient(s) YOU want to attract?
Relationship marketing starts with getting crystal clear on who your ideal customers are. Picture that perfect patient in your mind and really define who they are and what they want, need and believe.
You need to be clear on 3 big marketing categories.
You’re not just selling a service, you’re building meaningful relationships! Like any meaningful relationship, you really need to pay attention to what makes the other person tick.
Category 1: What are their demographics?
The basic “facts and figures” about your perfect patients
Age, gender, location, income level, and other quantifiable characteristics
Demographics like age can help with your messaging. For example: providing prenatal care for young mothers or addressing the needs of older expectant mothers requires age-specific marketing messages.
Category 2: What are their psychographics?
Deeply explore the inner workings of your perfect patients' minds and hearts
Tap into their interests, values, motivations, and even their fears and aspirations
Really step into their shoes and see the world through their eyes
Psychographics help you create personalized experiences for your patients that nurture a genuine connection and build trust. For example: if you want to serve families, you may want to think of the psychographics of the mom in the family—what are her motivations around choosing healthcare? What does she worry about when it comes to her kids, or her aging parents? What pains is she likely to experience, and why? Think of all the ways your services could make her life easier and more enjoyable, then create messages that speak to her specific pain points and how you ease those pains.
Category 3: What are their relationships with other organizations in your community?
You must not only build relationships with your perfect patients, but with those who provide complimentary services and social opportunities.
What are some examples of Relationship Marketing?
Your perfect patient persona is your guide to thinking about WHO you should talk to and get to know. We’re talking other local businesses, service providers and social organizations where your perfect patient visits and hangs out. This leads not only to more business for you, but better comprehensive care for your new patients.
Do you want to serve pregnant patients?
You may want to consider building relationships with:
Midwives: Building relationships with midwives encourages referrals and collaborative care
Doulas: Collaborating with doulas creates a holistic approach to prenatal care, offering emotional and physical support
OBGYNs: Developing connections with OBGYNs allows for mutual referrals and coordinated care for when there are more complex medical needs
Lactation Consultants: Establishing relationships with lactation consultants helps provide comprehensive care for pregnant patients, addressing breastfeeding challenges and promoting infant health
Local Community Center: Partnering with a community center that offers prenatal yoga or other services for pregnancy allows for shared events and workshops
Massage Therapists: Collaborating with massage therapists who specialize in prenatal care provides additional support for musculoskeletal discomfort during pregnancy, enhancing the overall patient experience
Fertility Specialists: Building relationships with fertility specialists allows for referrals of patients who are transitioning to prenatal care, ensuring continuity of care
Acupuncturists: Partnering with acupuncturists who work with pregnant patients can offer complementary therapies and support overall well-being during pregnancy
Naturopathic Doctors: Developing connections with naturopathic doctors specializing in prenatal care allows for a holistic approach to health and wellness
Nurse Practitioners: Collaborating with nurse practitioners who focus on prenatal care can provide additional medical support and comprehensive healthcare services throughout pregnancy
You may also want to consider organizing and hosting workshops, clinics or training sessions tailored to the specific needs of the pregnant patient. This positions you as an expert and builds trust among the community. Some of the above mentioned specialists could be open to having you present to their patients and clients.
By establishing relationships with these professionals and organizations that serve pregnant and prenatal patients, you can create a network of trusted resources, increased referrals, and enhanced care for your pregnant patients.
What if you want to serve athletic folks?
If you’re looking to attract more athletes to your practice, here are some suggestions:
Choose a sport: Determine the specific sport or athletic activity you want to focus on in your practice
Meet local athletes: Attend local sporting events, competitions, or training sessions to meet and connect with athletes in your chosen sport
Join gyms/clubs/events: Become a member or participant in the gyms, clubs, or events where athletes in your target sport train or compete. This allows you to engage with them directly and showcase your expertise
Participate in the activity: Engage in the sport or activity yourself to better understand the needs and challenges of athletes, while also forming personal connections with them
Hold workshops for athletes: Organize and host workshops, clinics or training sessions tailored to the specific needs of athletes in your chosen sport. This positions you as an expert and builds trust among the athletic community
Partner with supporting businesses: Identify other businesses or professionals who cater to athletes in your target sport, such as sports equipment stores or sports physiotherapists. Build relationships with them for potential collaborations and referrals
Connect with owners/race directors: Reach out to the owners or directors of local sports leagues, races or events related to your target sport. Offer your assistance, expertise or sponsorship to strengthen your presence within the athletic community
Focus on specific athletic communities: If you have a preference for working with particular types of athletes, such as crossfit athletes or soccer players, actively engage with the community surrounding that sport. Attend relevant events, network with coaches and team leaders, and offer specialized services
Bike Shops and Cycling Clubs: If you aim to treat cyclists, establish relationships with local bike shops and cycling clubs. Attend their events, provide educational resources, and offer your services for bike fits or injury prevention workshops
By proactively building relationships with athletes, sports clubs, event organizers and businesses that support them, you can position yourself as a go-to healthcare provider in your target athletic community, attracting more athletes to your practice.
Relationship marketing has benefits beyond increased sales.
Relationship marketing revolves around nurturing truly beneficial connections. It starts by understanding who your ideal customer is, and figuring out how to best serve them and support their optimal health. When you build relationships with businesses and organizations that serve your perfect patient, you create a network of support and care.
Remember, marketing doesn't have to feel uncomfortable or salesy. In fact, it can lead to enhanced patient care and improved outcomes, ultimately benefiting both your practice and the patients you serve. That’s the beauty of relationship marketing when it’s done well: your business thrives along with your patient’s overall health and enjoyment of life.
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If you need guidance on developing a marketing plan that will attract your ideal patients, I can help.
As a business coach for the last five years, I have helped many health and wellness professionals start, build, and scale their brick and mortar practices. I can help you increase profit, attract the best patients, hire and inspire a team, and implement systems to improve efficiencies and buy back your time.
Schedule your free 15 minute consultation to see if we’re a fit.