Never thought I would ever leave…
I finally “cheated” on Crystal, my barber by going to a different one near me. Why? For the past few months I’ve had to wait at least a week to get a haircut because her schedule is always full. I’m a very impatient person, and I kept complaining to her about it while getting a haircut.
I told her I just couldn’t wait that long to get a haircut. I’m traveling and working all the time…. She did try to "fit me in" but the time didn't work for me, and I was put on her waitlist.
So I left, and went to Steve, a new barber who just opened up a shop near me. I can walk there easily, and I don’t have to wait to get a haircut. It’s just way more convenient.
I’d been going to Crystal for 5 years and spent at least $3000 with her. I was her client when she was just getting started through to when she was very successful.
But she didn’t change anything about her business. I am not the only client with a tight schedule, and unless she makes some changes to keep her regular clients and bring in new ones, her business will stagnate.
I see this happening in clinics all the time. They get successful then become complacent and lose the hunger that drove them. They stop thinking about bringing in new marketing strategies to grow their practice and optimize their patient experience.
One strategy very few clinic owners are utilizing is Content Marketing – using online material that gives information about the kinds of conditions you treat. It does not directly promote your clinic, but will drive clients there.
A lot of clinic owners think it's a waste of time. Agreed, it takes some time to develop, and to start seeing results. However, once it starts rolling it's one of the most powerful ways to establish your clinic as the expert in the community and grow your business as a result.
When done right the potential patient comes to the clinic with good information about their condition or injury, and positive expectations for the clinic. I used this approach in all the 8 figure businesses I built in the past 15 years.
It’s critical to have the right content to be effective. There are three main types of content. Each type you use is directed at a different point in the patient journey.
I’m going to show you a simple approach using the three types that will accelerate your content marketing strategy for 2019 and grow your business.