They’re thinking, “I need to be able to overcome my low back pain so that I can sleep better, move without pain.” This is what the patient is looking at buying and your services are just tools to be able to facilitate those solutions. Most patients don’t know the difference between health practitioners, let alone, different modalities. The patient has a hard time delineating between what the best op-tion for them specifically is when we craft our “magnetic messaging” and our positioning in the marketplace. As the preeminent provider for the specific condition or injury or type of individual. The patient can now resonate with the outcomes that we’re looking at being able to help them achieve. It makes it an easier choice for them to be able to seek us out to get the help that they need and their desired results. Whether that is overcoming low back pain so that they can just simply not have to feel pain all day, or whether that might be being able to improve their balance and independence, so that they can live life on their own terms. Or maybe it’s something like being able to run without getting shin splints. 3. Where are you with your current messaging? The next step in your process of creating magnetic messaging, and being able to differentiate yourself in the marketplace, is we need to under-stand where we actually are with our current messaging, as well as where other people are with theirs. On the previous page, you’ll see an image: The left hand side is marked vague. Vague is what most practitioners are doing – marketing the service they provide. Potential patients get too over-whelmed or confused, and they end up doing nothing about their situation. Specific is the other side of the spec-trum. Too specific, and there are not enough people to potentially treat, and it becomes hard to find those types of people. (Ex. treating only Olympic athletes.) We’re not telling people they will be 100% better within a week, but we start talking to them about being able to run without knee pain, or live without gas-trointestinal issues, as examples, we start to be able to empower these pop-ulations of people with specific condi-tions, issues or goals, by educating them on why they’re having some of the challenges or roadblocks that they’re currently experiencing.This creates preeminence in the mind of the patient, as well as providing The main takeaway is you want to be able to identify who you are most pas-sionate and skilled at working with, and start to create messaging about how you can help them. You will end up working with people that you’re super passionate and love to help – whether that’s a spe-cific condition, or a goal performance objective. Don’t forget that you can build relationships with other healthcare practitioners who specialize in other realms. In the meantime, embrace being different and find your niche! www.Cndoctor.ca CND_EcoChiro_MarApr21_CSA.indd 1 March/April 2021 Chiropractic and Naturopathic Doctor 9 2021-03-10 1:47 PM
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