Healthcare Marketing: How is finding the source of pain for clients the first step in healing?

By Brooke Strickland

It seems like our brains are continually being rewired: whether it be through our ever-growing interactions with smartphones, iPads, Kindles, or the latest and greatest laptop out there. Because advancement in technology usually means we have easier access to our work, it's common to start committing to more things, thus putting more hours in for work is becoming easier and easier to do. But with a cluttered brain and a shorter attention span, our brains can easily feel overloaded quickly. What does this translate to? Consumers want to get their information in the simplest of ways. That means, marketing has to get to the core of what makes humans tick: emotions, survival, and what makes us feel good.

According to Christophe Morin, a French researcher with SalesBrain, the world's first neuromarketing agency, a business must encourage people to buy its products or services by seducing the part of the brain that controls fear and other emotions.[1] Morin explains that there are some rules that businesses, which include your practice, should follow to make the most impact on a potential customer or patient.

First, instead of talking about how great you are or how your core values are exemplary and worthy of praise, focus on how your experience and expertise can target the immediate need - the problem of pain your patient or client is experiencing. How can your training, expertise, and education help them solve their problem, bring results and ultimately remedy the situation?

Secondly, help your clients begin a new thinking paradigm which will set them on a course potentially improving their quality of life. Giving them the self-help tools that will have them asking ìWhat would my life, business or health look like after I incorporate your solution?î ìHow will this help me solve the problem of my pain?î

Next, be visual and tangible with your marketing approaches. Morin explains that creating ads with facial expressions is a great way to connect with potential customers, simply because facial expressions are a universal connection that people have with one another. If you can create visual ways to represent your practice that are simple and effective in gaining attention quickly, you've done your job. Thinking of memorable tag-lines that pull at those emotions or survival skills in a person will create a memory within them and one that they may return to when they are deciding on what provider to choose.

Developing a simple marketing strategy that creates an emotional response is a good thing. Wrapping your brain around ways to tap into and capitalize on the most basic human parts of your client's thinking, is a positive step in developing rapport that more consumers and patients are demanding and is a foundational prerequisite for implementing successful and long lasting results.


Sources:

[1] Mueller, MP. "The Secret of Neuromarketing: Go for the Pain." New York Times. August 7, 2012. http://boss.blogs.nytimes.com/2012/08/07/the-secret-of-neuromarketing-go-for-the-pain/ Accessed August 10, 2012.