Therapists: Do you need to market yourself?
Is marketing really necessary for health practitioners?
It feels a little icky, right? Our jobs are about helping people, not talking ourselves 'up.' But marketing doesn't have to be like that. In fact, marketing shouldn't be about talking yourself 'up' at all. You can use content to show who you are, and share your skills and expertise, so that people come to those conclusions (that you're experienced and knowledgeable) all on their own.
Yes, health professionals in private practice do need to market themselves. And I’ll tell you why: An important part of running any business is letting people know who you are. If people haven’t heard of you then they can’t access your service. Make it easy for them, and take out the guesswork.
Alongside word of mouth and doctor referrals, you can market yourself through content; your website, blog, social media channels, emails etc.
In this blog, I share 3 tips on how content marketing can help your private practice thrive.
Be in control of your business referrals
Often, health practitioners in private practice, rely on doctor referrals. But here’s the problem with relying on other people: it’s out of your control. You’re relying on other professionals to sell your service. What if the doctor who championed your service moves on? Do you want your business in the hands of other people?
No? I didn’t think so.
You can have control over your business referrals and have more say in the type of client you see.
Organic, local and word-of-mouth referrals are important, but so are organic online referrals.
2. Connect with clients
For some practitioners, talking about their business comes naturally, for others it’s cringe-worthy. We're not selling cars, right? No, we're selling our services. Part of our service, as health professionals, is educating our clients about who we are and what we do. And by this, I don't mean you have to share personal private details about yourself but you can share a little of your personality through your website and social media. Apart from expertise, many of our clients are looking for a clinician who is the "right fit."
3. Grow your business
Relying on external referral sources can stump your business growth. By opening up more channels for referrals (i.e. through your website) you have the opportunity to reach more potential clients, and see the types of clients or presentations that you feel passionate about. And, through quality content, you can establish yourself as an authority in the field.
Want a content strategy for your small business?
Not sure how to market yourself through content? Don’t know where to start?
I offer 1:1 content strategy sessions to support health professionals create a content strategy they are invested in. In a one-hour zoom meeting, I help you identify content needs based on your business goals. After our call, you will receive a document with strategies and tips to get you started.
TIP: Check out my range of DIY blog resources to help you write your own content. You'll find blog templates, a content planner and a content strategy workbook.