A product or service that is for “everyone” is really for “no one”. This is why it's crucial to develop a perfect patient persona for your upper cervical practice.
Sometimes Upper Cervical Doctors might think if they just focus on a particular ideal patient, they will be pushing everyone else away.
The truth is that the best way to dramatically increase your income is to have a well-defined, specific and ideal patient and niche.
The riches are truly in the niches.
Gaining 90% of a niche market is more possible AND more profitable than gaining just 5% of the total market.
To build an effective Upper Cervical Practice brand in your community you must create a patient persona (a.k.a. ideal patient profile), as this will guide you in many ways including the naming of your practice, logo, color scheme, website, marketing and much more.
So, let’s look at the crucial steps involved in building a perfect patient persona for your upper cervical practice.
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A target market is a specific group of consumers that a business aims to sell its products or services to. This group is identified primarily based on demographic characteristics (age, gender, income, education, etc.) and geographic location.
This is an example of target market for an upper cervical practice:
With that little information are you able to properly find and communicate with prospective new patients in that target market?
I don’t think so.
A Patient Persona utilizes the target market demographic information and much more in order to develop a fictionalized representation of the person that you’re looking to market to. Essentially a fictionalized representation of your ideal patient would be the upper cervical chiropractor’s patient persona (a.k.a. an Avatar).
To be effective in marketing, especially digital marketing, it is important that you know as much as possible about the people that you would like to see more of in your office.
Along with understanding the target market demographic information need to ask yourself a series of questions in order to develop your perfect patient persona.
This is a very interesting exercise. Begin by picturing who this ideal patient is and think about their daily life. Is it someone with migraine headaches, who wakes up every morning, not knowing if their day will start with a headache? Is it a young mother who daily is frustrated and tired because she can’t find an answer to her baby’s colic? Beginning to picture that person’s daily life will really help you with the rest of the questions.
You’re in practice because you’re solving a problem for people who need hope and healing. How does that problem affect their day-to-day life? Go into detail and focus on the nuances that illustrate how that problem makes them feel.
What is most important to your patient persona? What are they looking to accomplish? Think about their pain points to better understand their goals.
Where is your ideal patient? Are they online? And if so, where are they online? Are they on Instagram? Facebook? TikTok? YouTube? Pinterest? The more effectively you can determine where they are online the better you can connect with them.
Will your ideal patient think you are trustworthy? Will they picture you as credible and knowledgeable about their condition or problem? What sources do they turn to in order to feel more comfortable? Do they ask friends on social media? Do they read reviews? And if so which review sites? Do they watch video testimonials?
Answering common objections for your prospective ideal patients is a key part of building trust and credibility. What are the most common questions that patients have when they 1st come into your office?
After you answer these 6 questions and begin to develop your perfect patient persona, it is important that you share this information with your entire team so that all of you are focused on the types of people that you want to attract into your practice.
You want to get as detailed as possible. Once you have this patient persona in hand, you can begin to custom craft your unique marketing messages.
Just like with upper cervical chiropractic, the more specific you can be, the better the result will be.
If you need help developing your perfect patient persona or utilizing this information to actually reach these people schedule a short call with us to create a consistent flow of new patients into your practice.
It’s time to take upper cervical to the world!