How do you get the attention of your customers and patients?

In a world full of distraction and ‘perceived’ competition, how do you get the attention of your customers and how do you dominate the market space?

Some of you granted may not like the word ‘dominate’ with respect your business as a health care profession, but I am going to contend with you that if you don’t start thinking about it in that way and taking ‘business’ seriously, then those who are, will move ahead of you. And in a fiercely competitive market, you simply must step up.

Now don’t be fooled into thinking you can win by creating the most ‘attractive offer’, the cheapest price. The race to the bottom is a dangerous game. Associates not getting paid what their worth, not enough profit to re-invest in your team, patients, and business. And a public perception that you are a commodity and not worth the pennies, albeit cheap…

Yes, I’m coming in heavy this week but I want you to win, I am deeply saddened when I see practices struggling and people not thriving off chiropractic care. So, in the spirit of winning, here are my top 2 tips to help you get the attention of your customers and patients and truly win.

1.       You have to be a winner!

To stand out from the crowd you must be winning already. People like winners, people want to do business with the best. If you want to attract serious patients who are committed to their care and want to get results, they are going to chose the best.

So how can you make that possible if you currently are not winning, maybe you have a new practice, maybe you’re an associate in a big clinic.
You must determine and live to your values, be congruent with your message, be an inspiration to those coming to see you. If you are talking health and wellbeing, you better be healthy yourself, no one takes health advice from someone out of shape.
You must consistently (every single time) provide exceptional customer service and a high quality of care. Use the patients name as they walk in, remember what is important to them (not your agenda), make sure your work environment is spotless, uncluttered, smells pleasant and has high end products. For example, serve water in glasses, not plastic. Purchase the luxury loo paper, not sandpaper. Simple things go a long way.
Go above and beyond in your customer experience, follow through on your nurture, your recalls, your postcards, and celebrations.

Put these simple steps in place and you will give a real feel of a winning environment, keep doing it and soon you will be winning!

2.       Care for each patient.
In a world of automation, robots and delays, if you can add the personal touch to every interaction in your practice people will love it and they will talk about you.
Can you remember the last Starbuck you got or the last time you went to the supermarket, all the employees had their head sets on, barely listening to you or appreciating you as a customer. They are so focused on business efficiency that the customer loses.
Never make that mistake! The customer must always win, even if their wrong.

Humanising every experience is at your advantage, you can of course automate behind the scenes, create pathways and triggers that remind you to take action, but you must take that action in person.

It is time to stop playing small, sometimes you have to roll up your sleaves and take an honest look in the mirror. Am I creating the best experience possible? Am I leading by example?

With love,

Tom