Your marketing promotions need to reflect this
Everyone I know is feeling stressed lately. I hear stressful comments daily about job losses, the terrible state of the economy and worries about family. For many everyday Americans stress is the number one thing affecting their lives and their health.
As a healthcare marketer it’s your responsibility to look for ways you can help people live healthier lives. It’s your responsibility to find ways to connect with the people that need you.
Know that most people are aware of their high stress and many are looking for ways to lessen that stress. Ask yourself what you can do to help your community reduce or better manage their stress?
In a recent study by the American Psychological Association, in June of 2008 more people reported physical and emotional symptoms of stress than in 2007 and nearly half said their stress had increased over last year. People reported more fatigue, feelings of irritability or anger, lying awake at night as a result of stress in addition to lack of interest or motivation, fatigue, feeling depressed or sad, and headaches and muscular tension. You can read more here.
If you are looking for new ways to connect with patients I recommend you talk to them about managing their stress. You can do two things:
1. Listen to what patients are saying when they come in. Sometimes people are sharing important information with you and it appears to be idle chit chat unless you are paying attention. I am asking you to really listen. What is causing them stress and what symptoms are you seeing in your practice? An example may be losing sleep. Perhaps you’ve had several patients tell you they haven’t been sleeping well. (Hint: This may have absolutely nothing to do with why they came in to see you.)
Here is what a quick Google search turned up for me on stress and sleep disturbances:
“A new poll finds almost a third of all Americans are unable to get a good night sleep because they are worrying about their finances, the economy or their jobs.” According to a recent article in HealthDay, Dr. Bruce Nolan, medical director of the Sleep Center at the University of Miami’s Miller School of Medicine, says sleep is sensitive to things that go on during the day…”
You take this information and apply it to your practice. How can massage or meditation or acupuncture help reduce stress? How can it help your patients sleep better?
Educate and share this information with your patients AND use this information in your marketing efforts in your community.
2. Use the information your patients are giving you to create packages and marketing promotions. If you hear several patients tell you they can’t sleep or their stomach is upset all the time and you think it may be stress related use this information to help them and others in an easy and affordable way. Create “stress reduction packages” or “reduce your stress day”. Create awareness and offer options to help.
I did this recently with my “Practice Specialization Package”. I had several clients come to me that didn’t need ongoing marketing services, they simply needed help narrowing their focus so the marketing they were doing was more effective. They needed help clearly defining their target market or niche. How many times do I have to get hit over the head to realize if five or six people are asking for something there are probably a ton more that could use the same guidance? (The answer is too embarrassing to mention) I created an affordable, easy and doable package and sure enough, practitioners are finding it very helpful.
What information keeps smacking you in the face that you aren’t recognizing?
Let’s look at two more examples of how you can use the theme of stress to create packages for your practice.
“Touching helps couples reduce stress. New research in Psychosomatic Medicine shows that couples may be able to enhance one another’s health by being more physically affectionate with one another.” Our new massage training for couples to reduce stress workshop can help…
Here’s one more final example,
“According to a study in the journal of pediatrics, living in a stressful household can increase a child’s chances of becoming obese. That’s why the chiropractors at Stanley Shores Chiropractic created a stress reduction package for families. Combining stress reduction techniques with a proper alignment and nutrition counseling creates an overwhelming sense well being and benefits families all around.”
Take an honest look at what you can do to help. The health of your community depends on it!
Would you like help coming up with a promotional ideas for your practice? Or not sure which niche to target? We are happy to help! You can sign-up for the Practice Specialization Package by clicking here or by giving us a call at 303-460-0285.
To Your Success!
About the author
Founder of A Marketing Connection and The Copywriting Institute, Kelly Robbins, MA, is an award winning author, copywriter and healthcare marketing coach/consultant. Kelly is the author of Marketing 101: Why Successful Alternative Healthcare Practitioners Specialize as well as co-author of The Practice Evolution Success Kit.
Kelly Robbins also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, “5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits” atwww.AMarketingConnection.com or 303-460-0285.
