Health care as a “major purchase”

If you are a healthcare professional (a chiropractor or dentist, for example), you are attempting to get a potential patient to make a major purchase.

According to “Beyond the Niche” author Kathryn Hendershot-Hurd, the characteristics of a major purchase include:

• More than one decision maker (often spouses have to agree on which health care provider to use)
• Significant financial investment (it’s quite possible that lots of money will be spent to alleviate a healthcare problem, like poor teeth or lower back pain)
• Significant time and research on alternatives (people don’t choose a healthcare provider lightly; they ask friends, check websites, and carefully evaluate the choices)
• Potential long-term relationship (Once the healthcare provider is chosen, often the family keeps coming to that person for many years)
• High consequences of making a purchase mistake (In terms of money and time, but also in terms of healthcare issues not being resolved, continuing pain, and so on.)

Be aware that the people you’re trying to persuade are not taking their decision lightly. Give them time. The principle to remember is: Know, Like, Trust.

First, they have to get to know you, who you are, what you’re about, who your family is….

Then, they have to like you. People like people who are friendly, who listen to them, who seem to genuinely care, who take time to talk. They also like people who seem to like them.

Finally, after some time, they have to trust you. This trust doesn’t come first, notice. It comes after time and effort on your part.

So next time you get frustrated with a potential patient, remember the “major purchase” concept and the Know-Like-Trust process.

For more information, go to Kathy’s website: http://beyondnichemarketing.com - You’ll find lots of good information and advice about marketing your practice.

And don’t forget to check the Marketing section of Planning for Practice Success