The Marketing Formula is based on 35 years of experience and study in the marketing field and over 20 years working with physicians. It was developed by Marc Aronson, the founder and president of Business Builders. The steps are as follows:
1. Be superior. You need to be better than your competitors in terms of the quality of the services you deliver and/or customer service. The more you can separate your practice from your competition in your promotion, the greater the chance you can dominate the market for your services. This will hold true so long as you properly carry out the remaining steps of the marketing formula. If what you provide is not perceived to be superior to your competition, then you must innovate your practice so your services are better. A marketing consultant who understands the marketing formula can help you in this regard.
2. Grab attention. Any promotion you do must first grab the attention of the reader or listener. This is the headline of your ad or the first words spoken in a TV or radio commercial. There are three ways to grab attention. The only one that allows you to complete the steps of the marketing formula is emotional hot buttons.
3. Promise to educate. Once you have grabbed your prospective patients' attention, you must be able to get them to stay focused. You do so by communicating to them that you are going to provide them with information they need.
4. Educate your prospects. You need to provide patients with what they must know, what they need to look for and what they should look out for in choosing a medical practitioner in your specialty.
5. Present your case. Once you have educated your prospective patients concerning what they need to know, you can now present your case and compare what you offer to the important criteria you have guided them to understand.
6. Provide evidence. Just stating that you are the best choice is not enough. You must present evidence that backs up your claims. This could include presenting proof of hospital medical staff memberships, board certifications, testimonials from patients and physicians, awards you have won, a bibliography of your publications, etc.
7. Make a low risk offer. The less risk patients feel in choosing you as a provider, the easier it is to win over patients. You may wish to offer a free personal interview with you, or a free or heavily discounted initial service.
Some of the steps of the marketing formula are discussed in more detail in this website. To learn more, we recommend you join our Medical Marketing Club or contact Business Builders for a free consultation.
