Biz Tip 1 Education Based Marketing

Education Based Marketing is the most effective marketing method that you have at your disposal. Client education includes any activity we do to promote, restore, or retain a client’s health.

Concept #1: Understanding the WIIFM.

WIIFM stands for What’s In It For Me? The most important concept to understand is that your client is most interested in themselves, not you.

Clients see you because they have a problem and are looking for a solution.
They will buy from you if they TRUST YOU.
They will trust you if you educate them and show them that you care about their problem.

Concept #2: You are not selling, you are helping.

You are in a position to teach your client what they need to know. Most clients really appreciate the chance to ask questions. You probably spend more time with them than any other health care professional.
Position yourself as the expert.
Let them know you care about their well-being and that you are there to answer their questions.

Concept #3: What Works!

Education must have meaning for the client. Convey information in a way that they identify with.
“If you do this......, then you will be able to......” “If you don’t do this......, you will not be able to......”
Example: “If you commit to this treatment plan and do your stretches, then you will be able to golf better this summer, and with less pain.” “If you don’t follow this treatment plan, then you will not be able to play to the best of your ability, because your back will still be feeling tight and immobile.”
Focus on the solution to their problem and how you can help them to solve it.
Meet the client where they are (generationally, culturally, learning style). Example, when working with a senior, give them information and examples that they can identify with.
Educate while you treat. You have the patient on the table for an hour treatment. Use the time to educate. Explain to them what you are doing and why it works. Allow them to ask questions and lead the discussion.

Concept #4 What Doesn’t Work.

Only teaching after the treatment is over when the client is in a “massage coma”.
Talking in your language instead of theirs.
Going too fast or giving them too much information at one time. You don’t need to tell them everything you know the 1st time you treat them.
Only demonstrating exercises/stretches and not having the client perform them. Get the client to perform the exercise after you show them so you can make corrections. Have them show you the procedure again at their next appointment, because they have probably developed some bad habits or forgotten how to do the stretch correctly.

Benefits for the Client.

  1. Client better understands their condition and how to manage it.
  2. Client feels a sense of control and empowerment.
  3. Client will be more compliant, and therefore will get better results.
  4. Improved patient outcomes.

Benefits for the Therapist.

  1. Higher level of client satisfaction.
  2. Improved outcomes.
  3. Increased client retention and referrals.

Your clients will see that you care about their well-being.
Education is your best form of marketing and translates into: