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Copyright Business Coaching for Osteopaths
BUSINESS COACHING FOR
OSTEOPATHS
Osteobiz Shoestring Marketing Workshop
Gilly Woodhouse
PERFECT PATIENT IDENTIFYING AND ATTRACTING YOUR
PERFECT PATIENTS
Osteopathy is the perfect treatment for
all
BUT you cannot successfully market to
everyone
Spray and pray marketing is out of date
So is bland advertising and leaflet drops
MARKETING TO EVERYONE WILL ATTRACT NOBODY!
Who does Coca Cola market to?
Target marketing makes sense
It delivers results
It’s imperative to niche market
Eg Sportspeople or children
You are not refusing bread and butter bad
backs!
It’s about accurate marketing
LET’S WALK THROUGH THE PROCESS HTTP://PERSONAPP.IO/ Age? Gender? Job? Income? House? Children/Grandchildren? Hobbies? Holidays? Newspapers/Magazines? Social media?
GIVE THEM A NAME
What’s their main problem?
What keeps them awake at night?
How does it affect their lives?
How do you help?
What benefits do you bring?
What do they need from you?
DON’T FORGET – THIS DOESN’T EXCLUDE ANYONE!
Your marketing will ‘speak’ directly to
your perfect patient
It will resonate with them
It will inspire them to take action
YOU CAN CREATE ANOTHER AVATAR
Sportsmen will respond differently to the
Mum of a baby with reflux
An example of an Osteobiz Club Member
Differing ways of talking to both
Still meeting their needs
Principles of reaching both remains the same
WHERE DO THEY HANG OUT ON SOCIAL MEDIA? Osteopaths tend to be on Twitter,
Facebook and LinkedIn Where does your Perfect Patient hang
out? Make sure you’re there too! Post consistently and persistently Give them tips, hints, advice and
comfort Add links back to your website to blog
articles and information pages Have clear calls to action
WHERE DO THEY HANG OUT PHYSICALLY?
Local football club?
Toddler club?
Where else?
Go and see them!
A ten minute talk to educate about the
benefits of Osteopathy will bring bookings
Ask to leave targeted leaflets there
REMEMBER Speaking to everyone means you’re
speaking to nobody! Babies to nonagenarians? Is that ME?
Plus ~ if you’re not getting yourself in front of your Perfect Patients you are actually doing them a disservice
USING SOCIAL MEDIA TO CONNECT Where does your Perfect Patient hang
out online? Ask them Get in their heads! What interests them? What sort of hobbies/activities do
they enjoy? What traits do they have? Worriers?
Competitive? Adventurous?
GOOD WISHES
ADVICE
ADD A VIDEO
QUANDARIES
QUESTIONS When did you last have an osteopathic
treatment? Is it time for a check up? Do you know someone who would
benefit from gentle osteopathic treatment? Please mention us to them.
Have you been putting up with pain? Don’t forget we’re experts at combating pain
Have you booked in your winter Mot? It’s a good idea you know!
QUERIES One of my patients has a burst water
pipe – can you recommend a reliable plumber?
We’re all going out to celebrate our Gran’s birthday – where’s a good place to go that welcomes families?
Our receptionist Sally has just got a new puppy – do you know of any good doggy training classes?
RECOMMENDATIONS Hotels, restaurants, parks or holidays
you’d recommend Ask for recommendations for local
businesses eg nail technician, roofer Ask a happy patient when they leave if
they’d pop a note on your Facebook page saying how they were feeling before and now afterwards. (Social proof)
SHARE YOURSELF A LITTLE
INFORMATION
ASK FOR REVIEWS
QUOTE TESTIMONIALS I found this hidden in the back of one of my
Canadian Client’s website as part of a much larger testimonial:
“Melanie really helps to take the aches and pains out and put the smiles back in”
Post snippets of amazing testimonials online
Put on your Home page instead of Welcome!
SHARE A PHOTO
DID YOU KNOW?
HOW TO’S
COMPETITIONS AND PRIZES
LINKS TO ARTICLES
TEACH
WHAT IS THE NO 1 SECRET FOR ENGAGEMENT ON FACEBOOK?
Video!
Facebook have worked out that too
many people were leaving their site to
follow links to YouTube etc
Site stats would drop as people got
distracted by cat videos and the like and
didn’t come back!
ADD A VIDEO
MOST PEOPLE DON’T KNOW HOW TO DO THIS:1. You need to create a channel on
YouTube2. Record a short video 3. Keep it less than 4 minutes ideally4. Upload it to YouTube5. Go into Video Manager6. Next to the EDIT button click the arrow7. Click the option DOWNLOAD MP48. Save to your computer9. Open a new Facebook post 10. Click upload image/video
TRY TO AVOID
Anatomical pictures of raw muscles with
no skin!
Dissections
Skeletons
Non-medical people can tend to be a
little squeamish
BE CLEAR - AVOID JARGON ? MSK - Bone, joint and muscular pain ? TMJ - Pain in the jaw/face ? Sacrum - Lower back pain ? Visceral - Any pain within the belly
I regularly ask all kinds of people from all walks of life what these terms are and MOST have no idea!
If they don’t understand what you treat, they will never come to see you.
REMEMBER:
Would Bertha be interested in this?
How can I motivate Burt to reach his
fitness goals?
How can I encourage Gemma to beat her
marathon targets?
Computer analogy!
MARKETING:
Sell them what they WANT
AND THEN
Give them what they NEED
IN ALL COMMUNICATIONS:
Show a little of your personality
Let them begin to know you a little
Know, Like, Trust
Especially when Osteopathy is an
intimate treatment...
DRIVING TRAFFIC TO YOUR WEBSITE Include links often
Link them back to different but relevant
pages
Eg send them to look at your ‘About Me’ page
(keep that light, bright and breezy too!)
Include small details such as favourite
smoothie, running on Sundays and perfecting
The Plank!
SHORTEN YOUR LINKS Use sites such as www.bitly.com Copy and paste the URL of your website
page into the shortening box Once shortened copy and paste into
your social media post Bitly will monitor how many times it is
clicked so you have an idea of what’s popular
On LinkedIn and Facebook you can delete the short link from your post once the preview of the page has loaded
Leave the link there for Twitter
AUTOMATED POSTS
www.buffer.com
www.hootsuite.com
Schedule your posts
Upload via Excel
Maintain a regular presence
Post or share other items as you go
USE OF TONE AND CONTENT
Professional and career network
Business to business sales
Connecting with professional colleagues
Only useful if your Perfect Patients are
predominantly professionals
Join groups where your Perfect Patient would
hang out
Why is it so important?
The biggest mistake business pages
make
It’s social
Tone is light and friendly
Add some humour
Easiest place to get interaction
Conversations
Fast flow of brief, social comment
140 characters
Great for busy people – inc Osteopaths!
News feed spins round incredibly fast
It’s almost impossible to post too much!
If you blog use ‘Revive Old Post’ plug-in
for Wordpress
PINTEREST Gaining hugely in popularity Visual platform Especially popular with women Images, memes and videos Great for creating a Vision Board for
planning Mood boards for room styling Used for visual products Could be useful with images of healthy
food, stretch positions and blog image and link
KEEP LINKING BACK
Back to your website
Back to different pages
This helps your SEO enormously
Building trust
Creating interest
Positioning as an expert
Increased bookings
LOCAL COLLABORATION How could you connect with your local target
audience?
It’s not about you, it’s about them!
But what if you don’t like selling?
Change your mindset
You are educating and informing your community
Let’s look at two examples
WHERE ARE THE SPORTY TYPES?
Which other businesses in your area
also attract similar kinds of people to
your sporty Perfect Patient?
Gyms, sports teams, running clubs,
swimming pools, tennis or golf clubs?
What would be the benefit to them in
learning about osteopathic treatment?
IDEAS Give a short 10 minute talk at amateur
sports teams venues Offer to show beneficial stretches to
gym members Show the local golf club how to improve
their swing Show tennis players at their club how to
avoid injury Offer a Q&A session at the end
BABIES AND CHILDREN
Which local businesses also attract this
age group?
Clinics, NCT groups, mother and toddler
groups, childminders, nurseries, soft
play or outdoor climbing centres
How could you work together to benefit
the children?
IDEAS
Could you give a talk to the parents to
explain how you help with common
childhood complaints?
What about a free newborn health
check?
Start a baby massage group?
A fun exercise group for pre-school
children?
WHAT ELSE COULD YOU TRY? Who could you collaborate with? A local athlete? Hairdresser? Book Shop? Café or restaurant? Pilates class?
Who else would fit?
COULD YOU RUN:
A competition?
A treasure hunt map or similar at a school
fete?
A monthly drop in one hour clinic for runners
to prepare them for the local 5K run?
A weekly mobility class for pensioners?
PUBLICITY The point of any joint collaboration or
competition is to get publicity or PR benefits
Print leaflets to create awareness locally Take inspiring photos and write a punchy
item for the local newspaper Get a little interview on the local radio Put information about the event/idea in the
local magazine Talk every day about the excitement of it
on all your social media
