One of the most common mistakes Therapists and Practitioners make when marketing their private practice is focusing on marketing their Modality instead of their Solution. Clients aren’t so much interested in your modality; rather, they want the solution your modality offers.
Take for example someone suffering from back pain. One day they hear that their friend’s back pain was fixed by getting acupuncture. So they become intrigued: “If it worked for my friend, maybe it’ll work for me”, they think. After some initial hesitancy (they hate needles) they book in for a session. So let’s take stock here. This person has never had acupuncture before and is scared of needles, so why on earth would they book in to receive a treatment if they are terrified of it?
This is probably the most common question my clients ask me when trying to build their holistic business. If only we all had a steady stream of quality clients who valued our services and paid us what we are truly worth! If only we actually had the knowledge of how to effectively market our therapy or modality in a way that actually gets great results?
I received another email from a practitioner client this week and thought it would be great to share it with you.
As I’ve been working on the patient scripts and wellness programs I realize that I will need to restructure my initial visits with patients.
Typically, I would give them an initial treatment plan during that first visit, action steps they can start on right away. Now because the focus will be more on choosing a wellness program, I’m wondering what your thoughts are … should I convert that to a free consultation? Still charge a fee, but market it as a special discount? increase the time I spend with them or just keep my fee as is???Any thoughts or advice you may have is greatly appreciated.”
I received an email from a practitioner client that I’ve attached below. She’s wanting to move from symptomatic treatment to offering more holistic solutions in the form of Wellness Programs.
This is a common step many practitioners need to take so I’ve outlined my response below so you can try this yourself.