“Marketing Tips for Health Brands”
Estimated read time: 2 minutes & 32 seconds.
"Who are you trying to reach?"
It's a question that haunts health entrepreneurs.
But fear not; this newsletter reveals how to identify your ideal patient so that you can start attracting more leads.
LFG
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1. Casting Too Wide a Net
You're probably only scratching the surface with your ideal patient profile.
You probably know their age, location, and maybe a few basic interests, but you're missing the deeper insights that truly drive their decisions.
You're trying to appeal to everyone, and as a result, your message is getting diluted and lost in the noise.
Think about it this way: if you're a chiropractor who specializes in sports injuries, your marketing efforts will be much more effective if you focus on reaching athletes and active individuals who are likely to experience those types of injuries.
Unfortunately, what most people do is try to market to everyone, from pregnant women to seniors… and then they wonder why it doesn’t work.
The riches are in the niches.
2. The "Everyone" Trap
I recently had a call with a chiropractor, and when I asked him who his ideal patient was, he said… "everyone."
No sir… everyone, is not your ideal patient.
You may be able to treat EVERYONE, but I promise you, not everyone is getting the best results.
Upon further digging, it turned out he was a family man and has a passion for family wellness.
And just like that, his “WHO” became crystal clear.
Families.
It was a classic case of the "everyone" trap.
By trying to appeal to everyone, he was failing to connect with anyone on a deeper level.
3. Dig Deeper, Define Your Niche
Instead of trying to serve everyone, try this:
Demographics
Start with the basics… age, gender, location, occupation, income level, etc. This paints a broad picture of who your ideal patient might be.
For example, if you're a physical therapist specializing in sports injuries, your ideal patient might be a young adult, active in their community, and passionate about sports and fitness.
Psychographics
Now, go deeper!
Explore their lifestyle, values, interests, motivations, and pain points. What makes them tick?
What are their aspirations and fears? Are they driven by competition? Do they prioritize convenience and flexibility? Are they concerned about long-term health and wellness?
Geographics
Consider the location and environment of your ideal patients.
Do they live in urban or rural areas? Are they active in their local community? Do they travel frequently? What are their favorite social platforms?
4. Putting It All Together
Once you understand your patients demographics, psychographics, and georgraphics, marketing suddenly becomes much easier.
Every question you have about marketing is simply answered by asking, “Well, what would our ideal patient want?”
For example:
“What platform should we be on?”… what platform is our ideal patient on?
“What conferences should we atttend?”… where do our ideal patients hang out?
“Should we be serious or informal?”… is our ideal patient serious or playful?
In short… getting clear on your ideal patient sets the stage for all future marketing decisions.
Take home point… When you understand your ideal patient deeply, you can create marketing that truly resonates and attracts the right clients.
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