Is your notion that an ideal patient is anyone warmer than room temperature?
Imagining that you can connect with everyone is a recipe for connecting with no one.
If that’s the assignment, then I’m probably not the right website writer for you.
The Cornerstone of Realistic Digital Marketing
Notice what I just did?
First, I created some tension. Which prompted you to continue reading in the hopes of resolving.
Second, I provided a qualifier. I asserted that some patients are more desirable than others.
Those who disagree, or have an unrealistic model of digital marketing, have hit the Back button to continue their search.
But you’re still here.
To Attract, You Must Be Willing to Repel
What many overlook is the corollary to the Law of Attraction—that’s the Law of Repulsion. To attract you must risk repelling.
Remember the science experiment with the magnet and the iron filings? Remember how the filings formed a pattern around both poles of the magnet?
Attraction happens at the poles, not in “no man’s land” between the poles.
And yet, this middle ground is where many practitioners aim. They show up lukewarm, beige and chameleon-like, not wanting to rock the boat. To fit in.
“If I don’t make waves,” they reason, “if I don’t offend anyone,” they think, “I’ll be more attractive.”
Which is a recipe for obscurity.
To attract, you must be willing to polarize; take a stand for your beliefs and philosophy.
Four Ways to Think About Your Ideal Patient
There are four categories you may want to consider.
- Demographic — This includes things like gender, age, income and occupation. Women tend to make health care decisions for the family. So, if you’re a male practitioner, you’d be wise to have a feminine bias in your marketing materials.
- Psychographic — This includes personality, values, opinions, attitudes, interests and lifestyles. Does your ideal patient take nutritional supplements? Is your ideal patient pro-vaccine or anti-vaccine? What’s their take on mercury? Fluoride?
- Service Type — The third category relates more to the type of care they seek in your practice. Is there a particular type of health complaint that you prefer to see? Do you enjoy helping personal injury cases? Do they seek relief or wellness?
- Financial — Finally, how do they generally pay for their care? Since you’re creating your ideal scenario, you probably have a preference. Include it in the profile of your ideal patient.
Now that you have clarity about who you want to attract, let’s create website content that connects and persuades.
The next step is to schedule a Content Consultation to discuss your project.