16th June 2012
The Problem With Most Marketing...
"...it just isn't specific enough!"
By: W. J.
Let's face it...
Most marketing just doesn't work. One of the biggest reasons for this is that it tries to
attract everyone as a patient and as I have mentioned before you will never get everyone as a patient. For example
some won’t pay, some don’t believe that you can help, some will never try anything that isn’t covered by insurance
or isn’t okayed by the doctor and that is just a few of the groups that aren’t going to want you or what you
There is a very easy way around this which although it may not completely eliminate the
problem it will help to reduce it to a minimum… and the way you do that is that you need to focus on specific niche
Don’t try to appeal or please everyone because that way you will end up appealing to no
one and just get frustrated and burnt out. Break it down into smaller groups and target these specific smaller
groups and focus on individual unique groups of clients. People are now used to consultants having an area of
speciality and for that reason they will appreciate you are doing the same, that you have an expertise in a
specialised field. Trust me when I tell you the days of being a general therapist are numbered…
Now before I go on I want to say that if you use this strategy you will miss out on
patients. We know that everyone could be a patient and benefit from what you do but as I mentioned before that
isn’t going to happen - so go for the clients will do what you say, are keen to listen and implement your advice -
but more importantly have a problem that they need solving!
Don’t try and capture the largest potential market that you can with generalised adverts
that are non-specific. Instead connect to a specific niche of patients and speak the language they understand about
the symptoms and problems they may be encountering.
For example, there is nothing to prevent you targeting these specific niches - all of
which fall into your normal scope of practice… but by targeting these smaller groups you have now created expertise
Arthritis / “Wear and Tear” / Degeneration
Back Pain / Lumbago
Carpal Tunnel syndrome / Repetitive Strain Injuries
Ear infections / Tonsillitis in kids
Fibromyalgia / Chronic Fatigue Syndrome
Headaches / Migraines
Neuropathy / Numbness / Tingling
Pregnancy and new mums (pelvic problems, posture, lifting injuries etc.)
Road Traffic Accidents - whiplash etc.
Sciatica and leg pain
Shoulder pain / Rotator Cuff injuries
Sports injuries - or even targeting individual sports and showing how you can improve their game and prevent injury
(golf, tennis, runners etc.)
...and that's just for starters!
It's important you realize that I'm saying to “market” to certain
niches. This does not mean your practice has to be completely made up of these types of patients. Of course you can
still see a wide variety of patients but what is better is that once you have got these prospective patients into
your clinic because of a specific problem you can then teach them the other problems you can help
Most marketing just doesn't work. One of the biggest reasons for this is that it tries to attract everyone as a
patient and that just won't work...
To work out just who your specific clients are and how to target them make sure you grab your copy of the
Exponential Practice Growth programme!