"How To Position Yourself As The Expert In Your Marketplace"

A day doesn't go by that I don't receive emails from frustrated doctors asking what the solution is to get new patients into their office. In fact, it's not uncommon to get the heart-wrenching email of the doctor who is one month away from closing their door, hoping for the "Hail Mary" marketing pass that will turn it all around in a month. Not a comfortable place to be.

The BIG question is...WHY? 

Has The Internet Changed The Way You Need To Market Your Practice?

It was easier in the old days to hit your prospect over the head with your marketing, shout louder claims than everyone else, give bigger promises and even use scare and fear tactics to make them respond. The sobering truth is that your prospects won't stand for that kind of marketing anymore. The internet has provided unique (and simple) ways for them to get the information they need without relying on our "bloated" claims. Using that old style of marketing only makes you the "unwanted guest" that is a disruption in their day versus someone who is trying to help them solve their problems.

So, marketing as usual MUST change or you WILL become extinct. You must adapt or...(you know the rest).

What does work and what your market REALLY wants is leaders to emerge and be the experts to solve their specific problems. The key is to be able to position yourself in your market as that "expert". In marketing it's called the "Go To Guy". 

You Need To Position Yourself As The "Expert" In Your Market

Who do your prospects think of immediately when they need someone to help them with their low back pain so they can get out and play a round of 18 holes of golf? If it's not you, it's someone else...I promise you that. Have you ever noticed that there are specific doctors in your area that everyone immediately associates with a specific area of health?

I'm a runner and had an issue with my right foot that I injured ages ago. Incredibly, everyone I asked told me..."You need to see Dr. XXX, he's the best when it comes to athletes and foot injuries." I doubt highly, many other doctors would stand a chance competing with him in head-to-head marketing. He is officially the "Go To Guy" to solve these type of problems.

To win today in marketing, you need specific strategies to position you as the "expert" in your marketplace. I will share some strategies with you to get you going...

1. Determine the most common problems in your market that patients are searching for answers with. Use the internet and search social media sites like Face Book, U-Tube, etc... and see what the greatest amount of people are looking for and what types of information captures their attention. Use those strategies to communicate with them the way they want to be communicated with.

2. Create or purchase marketing that solves problems by giving your prospective valuable information that they can use. Don't hold back...tell them what you know. The more content you give them, the more they will look to you as the expert and the person who will solve their health problems.

3. Avoid "me too" marketing...looking like everyone else. Have a contradicting point of view. Expose wrong viewpoints and treatments that don't work. Get attention from your market. Be professional and use statistics and research to back up your opinion (lots of proof).

4. Gain your market's trust by being able to clearly articulate their problems as well as their desires for a better life. Then, show them how you can provide that for them and give them a solution...you and the unique form of care you give.

5. If you have a great Chiropractic story you can share, tell your market about it. Let them know you are one of them and that you've solved the problem for yourself and now you want to help them solve those same problems. People love a great story.

6. Stand out as much as possible. Become a celebrity using social media tools as I mentioned above. Get out in public and be recognized.

7. Create a niche for yourself that you are better at than anyone else. That doesn't mean you'll only adjust people with low back pain...it just means you will be recognized as the best and attract more of those types of patients.

8. Use as many media sources as possible to disseminate your powerful, valuable information. For example, email, e-zines, social media, public relations strategies, editorials and articles, TV and radio interviews, etc...

9. Position yourself with alliances that will endorse you and promote you as the "expert in your field". You do the same for them.

10. Find ways to motivate your patients to become advocates and spread the word for you. Raise the bar in this area of your practice and provide over the top service and value for what your marketing. Workshops, products, special services, and unique technologies are just some examples.

This all takes time...there's no doubt, but you WILL emerge as the leader in your area and you won't have to rely on old style marketing to survive. Patients will start emerging out of places you won't even be aware of.

Have fun with this. Determine who you want to be in your marketplace and find ways to let them know.

My humble prediction is that this is the future of marketing.

Finally, don't stop marketing using direct mail, newspaper and other media...just change your format, your message, capture more attention and provide over the top useful information for your market.

If you need tools to help, you can use mine (Dr. Chris Recommendation area on the left), create your own, or search the internet. Your choice...just make sure your marketing hits some of the strategies above.