It doesn’t matter how wonderful you are or how big your marketing budget is, if you don’t provide the answers to a few key questions for your current and prospective patients, they will move on to the next option online or down the road.
I believe there are three primary questions that you need to answer for any person considering purchase of your products or services. This advice crosses every single type of weight loss business, no matter what it is that you’re selling – products or services. And, you must answer them whether your prospective patient calls you, visits your office or discovers you online.
The first one is “What is it that you offer?” You may offer a variety of products and services. Your practice may be insurance based, cash based or a hybrid model. Nonetheless, they need to understand exactly what it is that you offer. Clearly communicating this is crucial. Otherwise, your prospective new patient may get confused or overwhelmed, which causes no action at all.
I work with many physicians to help them and their team create a clear message, package what they offer, determine a good price structure, create easy to understand sales sheets and write sales scripts for training. These actions make it easy for the person to understand what makes you different, why YOU are exactly what they need, what you offer and how to get started. Whether you have a surgical or medical weight loss practice (or both), you will want to be sure you can clearly communicate what you offer.
The second question prospective patients really want to have answered is “Will it work for me?” People are naturally skeptical. They may have invested in a ‘sure thing’ in the past with little or no results. They want what you have to offer to solve their greatest problem(s). They need to see that it has worked for others like them. They want and need to trust you and your team. One of the best ways to answer this question is by sharing your outcomes…for people like them. Not only that, but sharing patient success in a meaningful, storytelling way such as patient testimonials highlighting their outcome, how you contributed to their success and that they are equipped for sustainable results. Always remember, people want to know ‘will it work’, but not just will it work but ‘will it work for me’? This has to be ingrained in all of your messaging that you have and your marketing and even down to the success stories on the walls in your practice and on your website.
The final question that people need to have answered is “What does it cost?” This can be, not only financially, but what’s it going to cost me from a personal perspective – my time and my energy. They want to know what it’s going to cost them so that has to be addressed. A lot of times people want to skirt around that but in my experience, if you are up front about this, you take the guesswork and frustration out and carve a clear path for people to want to work with you and your team.
When you answer these 3 questions clearly and avoid confusing options, it makes it easier for people to oftentimes reach out to you knowing exactly what service or product they want. They already know the price so they arrive ready and willing to pay. Thus, you don’t have to get into an awkward sales conversation. Even if they’re using insurance, there still is a cost there generally. You want to be able to address that easily with them.
That’s my message for today. Let’s keep it simple. In fact, whether it is patient flow, team productivity, patient education, organic marketing, pricing or anything to grow your practice, cutting through confusion and getting to results is my thing! It is what I love doing every day with practices.
If you’re interested in tackling a frustration in your practice, let me know. You can e-mail me at Karol@WeightLossPracticeBuilder.com or if you’re ready to test the waters working together, some of that, it’s a really easy and fun way to simplify your business and to see some successes, visit BariatricBusinessBoss.com and check it out. In the meantime, I hope this message served you well.