Transforming Osteopathy Marketing with This Is Marketing by Seth Godin

Niche down your marketing

Okay, so here’s the issue. We all know that osteopaths can treat anyone from a 5-month-old to a 95-year-old and we proudly market that fact. However, the issue here is that we’re using a shotgun approach, trying to connect with everyone which ultimately connects with no one.

Imagine yourself as a sculptor, carefully shaping your osteopathic practice with precision and care. Just as a sculptor selects the right materials, you too must identify a specific patient group or condition that aligns with your passion and expertise. This focused approach allows you to carve a path that leads to stronger connections and tailored solutions.

By honing in on this chosen niche, you create an unparalleled patient experience that stands out in the healthcare landscape. Embrace your artistic vision and shape your practice into a masterpiece that leaves a lasting impression.

Wait, I’m only meant to treat one type of patient or condition?

It’s important to know that we’re not limiting your capabilities, nor are we looking to fill your diary with one type of patient or condition. The aim here is to identify who/what you love treating, attract those people into the practice and utilise what we call ‘the ripple effect’.

The ripple effect is where that person/condition who you love treating has such a wonderful time that they trust you to the point where they then ask you if you can help their family member, friend or co-worker with x issue. You’ll likely be able to help and now you’re actively driving word of mouth referrals and diversifying your patient list.

Build trust with your patients and community

Imagine yourself as a skilled weaver, crafting a tapestry of trust that wraps your target audience. Each thread represents a valuable piece of content or resource that you offer.

Share informative blog posts, leaflets, or engaging videos on social media platforms, like the colourful threads that weave through the fabric.

As a master storyteller, connect with your patients and local community. Watch as doubts about how osteopathy can help them disappear and they feel confidence in your help and expertise.

Create a story that sticks in patient’s minds

Copywriting is one of the most rewarding skills I’ve ever committed to practice. Not only does it allow me to take how I feel in my mind and type it in words, but it also helps me to connect with people in this attention-based economy.

So, try stepping into the shoes of a storyteller so you can tap into the power of words to create an engaging narrative that deeply connects with your patients and community. Speak to them so that your values of health and wellness aligns with theirs, highlighting your patient-centred approach of osteopathy.

As you create this compelling narrative, emotions stir and heartstrings are pulled. Embrace the power of storytelling and watch as your patients and community wholeheartedly resonate with the stories you share.

Summary

This is Marketing is a book by Seth Godin that challenges traditional marketing practices and proposes a new approach to building meaningful connections with customers. The book emphasises the importance of serving people by creating change that benefits them, rather than just selling products.

The core lessons of defining your niche, building trust with your patients and community and creating a story that resonates with them, provide a roadmap for creating successful marketing campaigns that resonate with patients’ values and needs.