When you take the time to educate your patients, you position yourself as being the expert in your field. Not only are you providing a noble service, you are also making a very strong case as to why a prospective patient should use your services as opposed to your competitors.
Copywriter Robert Collier said, “Your copy should join in on the conversation that the prospect is already having in their mind.” Think about this every time you communicate. It’s quite powerful.
Your communication should be so closely matched to what your patient is thinking and feeling that they feel as if you are reading their mind. The key to writing successful articles, posts or marketing materials is to write about what your patient wants, not what they may need, but what they want. If you are able to focus on the core “needs” of your patients you will be 99.999% ahead of your competitors.
As a physician, you have been trained to analyze, diagnose and treat. The touchy, feely components are not considered necessary to successfully treat a patient; however, it is the touchy, feely aspects of your practice that will differentiate you from your competitors.
The key to marketing your medical practice is to be able to describe in print the care you provide. The descriptions you convey should allow prospective patients to feel the experience and the emotions associated with the care that is received at your medical practice.
With this in mind, when you are developing your website and future blog posts, remember the key to writing is not to just describe what you do, but rather to give the reader a feel for how your services are provided.