Attract an office full of ideal patients with these tips on writing effective copy for your health care business
Attract an office full of ideal patients with these tips on writing effective copy for your health care business
How do you fill your office with your ideal patients?
Tell them what you’re looking for! Set your prospects’ expectations and you’ll be rewarded with many, quality patients who you’ll enjoy helping.
Before we get into the hows of using web copy to talk to your prospects, let’s gain some clarity on what an ideal patient is.
Your ideal patient is probably someone who:
- Takes their health to heart
- Enjoys learning about health
- Trusts you and your methods
- Does their homework
- Makes steady progress in becoming a healthier, more physically and emotionally well adjusted person
Your non ideal patient is someone who:
- Rarely does their exercises or homework
- Only cares about their health when they are sick, injured or otherwise incapacitated
- Flakes on follow up appoitments costing you time and money
- Blames the medicine and you if their sickness or injury doesn’t magically disappear
Most people are on a spectrum somewhere between your non-ideal and ideal patient.
Do you have more non-ideal people on your calendar than ideal? Do you find it frustrating when people cancel on you last minute? Do you get dis-spirited when you spend so much energy to heal someone only to see that they obviously are not putting in the same level of effort themselves?
Would you like to create a roster of patients who you enjoy sharing your experience and knowledge with? Would you like to be enlivened by your patients’ health successes?
Here’s the secret to attracting ideal patients and helping borderline ideal patients step it up
What does the copy on your website look like? Does it tell the visitor:
- Your background and education
- Your years of experience
- Your methods and type of medicine
- Your office setting
- Your patient’s typical experience in the office
- Your services
- How much you charge?
If so, your website is like most other health care practitioners. And like them, your office is probably not filled with your ideal patients. Your website and marketing copy sets the frame of reference that your patients use to interact with you. If you talk about your services, your medicine, and your background, the frame of reference becomes you. This is what the vast majority of websites and marketing copy do.
Instead, focus on the patient. Set the frame of reference for all your interactions on the patient and his/her efforts towards health. Here are some suggestions to set the right frame for your prospects.
Use your website to encourage research
Your time is limited and your patients’ money is limited, but your patients probably have tons of questions that you could not realistically answer in an hour session. Use your website as a place where your patients can find answers to their questions.
But how do I make a living if my patients can find all their answers online?
In-person sessions will always be needed. Nothing can replace what you do one-on-one with your patients. But there is no need for you to have to repeat yourself when many patients share a common aliment. Instead, spend a little time writing for your website. Write on common problems and/or find links to valuable resources. This way your patients can more easily think, research and consider their health when they are not in front of you. You may find you can actually charge more per session because what you offer is worth that much more.
Did we mention your copy should be fun too?
Health is often a source of stress for many people. They realize they are over-weight, over-committed, don’t feel that great, and should feel better. But they don’t know how and don’t think they have the time to be become healthier. And they probably assume they have to exercise 2 hours a day and eat salads all day. And who want to do that?!
Even your ideal patient and definitely your borderline ideal patient suffers from this mindset. To remedy this, make sure your health focused web copy is fun. Becoming healthier and happier should be a source of inspiration not fear.
Help your patients visualize (even before they’ve met you!) exercises, diet plans and homework
Include sample exercise, diet or other routines in your marketing copy. You’ll help your prospects visualize doing work at home. Those who are ideal patients to start with will appreciate this walk through of what you offer. And those who are borderline ideal will know from the very start that there is an expectation of active participation in their health. And those that are thorough non ideal patients, will know to stay away and not waste your time or resources.
Use testimonials that attract your ideal patients
Most websites don’t use any testimonials. This is a mistake because the mantra of the web is: Trust. Testimonials help prospects identify with you as an expert and someone whom they can trust to help them.
That said, websites that do use testimonials are usually to the effect of “Dr. Jay was great. I was in so much pain I couldn’t sleep. Dr Jay healed me of the back pain. Thanks Dr. Jay.”
There are two problems with this testimonial, 1) its not specific, and 2) its focused on you and not on the patient. Because its not specific, its hard for a reader to identify with the testimonial writer and so does little to boost their trust in you. The second problem is its focused on you and sets the expectation for the reader, that all they have to do is show up and they’ll experience a miracle healing. This expectation does not work in your favor.
Instead get testimonials that are specific and set a realistic expectation that, if the patient has a focus on health, they can and will find relief to their problems and better overall health. A better testimonial might be something like, “Dr. Jay was great. He helped me understand where my chronic back pain was coming from. He helped me correct serious posture problems that I didn’t even know were causing my back pain. He helped me get through a real rough spot. Then he gave me a series of exercises that I use now whenever my back acts up. And I’m able to concentrate and get more done at work. Thanks so much Dr. Jay. See you next week!”. Much different! This testimonial (albeit made up) is specific and sets realistic expectations for the patient.
Well my patients never give me that kind of testimonial
Your patients don’t know what kind of testimonial you want, so how do you get a stellar testimonial that’s specific and patient-focused? Ask good questions.
To get these good testimonials, ask very specific questions. Don’t just say, “Can you give me a testimonial?” Instead ask, “What did you like about the process we went through?” “How was it different than past doctors?” “What helped you the most through your pain?” “How did the exercises improve your life?” Have a conversation with your patients, and you’ll have a whole list of testimonials you can use throughout your marketing copy.
Funnel new prospects with help from Google
Google has a number of great tools to help improve your visibility. The foremost of these is Google Maps and Google Business Listings. If you haven’t already, download our free ebook which will take you step-by-step through creating a Google Maps listing. Once your listing is up, people searching for your services will see your practice. If you’re not on Google Maps, you’re next to invisible, so take advantage of this free offer, it may not last long!
What can you do today?
If you have a website, implement these ideas.
- Update your website so it sets an expectation on an active health focus
- Add some articles on common aliments
- Collect and update your website with quality testimonials
- Download our free ebook and get listed on Google
If you don’t have a website or your current one is hard to update, take advantage of our Create Your Website package. We’ll get you up and running with a fantastic website that you can easily update any time by yourself.
If you do have a website, but are ready to add ecommerce, a custom design or software, contact us and we can chat about your business.
Good luck and good health,
Chris
Chris Fellows
Ocean Tara
President / CEO
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