How To Nail Your Osteopathy Marketing Message
- Alan Zaia M.Ost
- December 2, 2022
- Getting Started With Marketing
Why’s it so hard to create a marketing message?
Osteopaths struggle to nail their marketing message because it’s difficult to explain what we do in a simple way. As osteopaths, we focus on treating the body as a whole, so it’s hard to explain our unique approach and how it works in a way that resonates with potential patients.
Let’s dive into how osteopaths can create a simple yet effective marketing message.
Subscribe to The Hustle
The greatest osteopaths in the world never stop learning.
Get the best business and marketing resources for osteopaths in 30 words or less into your inbox every Monday.
By subscribing to The Hustle, you agree to our terms and conditions. We’ll never send spam.
The real reason why people buy
People don’t buy things because of who they are—they buy because of who they want to become.
We may not realise it, but we’re always scanning our environment and searching for new solutions to help us level-up. This is why we can’t stop ourselves from reading articles with clickbait headlines like “How To Get Unlimited Patients Without Spending a Fortune”.
We know that this is likely to be a superficial article that ultimately lets us down, but curiosity gets the best of us because we’re always looking for new ways to become better versions of ourselves.
‘Sell’ the transformation
Humans have always been motivated by a desire to reach a higher level of success. We search for new ways to reach our goals and become more efficient in our pursuits. We do this by constantly seeking more knowledge, skills and resources.
The same motivation is also found in our buying behaviour. We often buy things because of who we want to become, not because of who we already are.
It’s why amateur basketball players will splurge on a £500 pair of Air Jordans.
What is your patient’s dream outcome? Sell that transformation.
We’re buying it because we believe that by doing so, we’ll become the person we want to be. Nike gets it. See how they speak directly to future me?
It’s also why we’re so drawn to things that promise to make our lives easier. We buy the latest gadgets or software because we believe that by doing so, we’ll become more efficient and productive. We buy CPD courses all the time because we believe it will help us learn new skills and become more successful.
Discover your marketing message with branding
Unearthed through the branding process, you need to understand your values and purpose so you can create a marketing message that resonates with your ideal patients.
Knowing your values and purpose can help you define your business and create a message that reflects the beliefs, goals, and identity of your business. This message can be used to create connections between what you do and potential patients, making it easier to build relationships and trust.
Knowing your values and purpose can also create consistency in your marketing efforts, allowing you to remain true to your core message as you build your brand.
Furthermore, this approach helps osteopaths to stand out from the competition by emphasising why you are different from the rest. Finally, this approach can also help to build trust and loyalty with current and potential patients, which can lead to increased referrals and a drive in word of mouth marketing.
If you’re looking to create your osteopathy marketing message, you should start with branding.
Ultimately, we buy things because of who we want to become, not because of who we already are. We’re motivated by a desire to reach a higher level of success and by the belief that what we buy will help us get there.
We’re constantly searching for ways to level-up and become better versions of ourselves. Your buying behaviour reflects that and people searching for pain solutions aren’t any different.
Written by Alan Zaia M.Ost
Founder & CEO of Osteohustle. You’ll find Alan coaching osteopaths, travelling in a van or writing our weekly newsletter, The Hustle.
Grow your business today
Work with our coaches to grow your clinic
Get osteopathy business coaching to overcome your biggest barriers in 10-14 weeks. Mix short-term coaching and accountability with long-term strategies. Brainstorm, plan and take action every week with the Osteohustle team so you can break through to the next level of being a clinic owner.
Subscribe to The Hustle
The greatest osteopaths in the world never stop learning.
Get the best business and marketing resources for osteopaths in 30 words or less into your inbox every Monday.
By subscribing to The Hustle, you agree to our terms and conditions. We’ll never send spam.