Storytelling is the most effective approach to private practice marketing. Here’s why.
As humans, we are hard-wired for storytelling. But too many private practice owners overlook this critical marketing tool… or they think, “That’s fine for some people, but I’m not creative enough to use stories in marketing.”
In truth, however, all it takes to effectively use storytelling in your private practice marketing is to identify important relationships and give them context.
A story, after all, is just a context (the setting or framework of the story) with at least one character who takes a significant action.
Why is the storytelling approach so much more effective than the straightforward messaging approach?
Patients are savvy consumers. They want to be told what to do, but they want to feel as if they’re making the choice. A story framework is persuasive without feeling controlling.
Looking at it from this point of view, there are so many possibilities for using story in your private practice marketing.
You could tell the story of your own struggles and triumphs as a clinician. Many private practice owners make the mistake of reciting their education, training, and specialty equipment like a simple laundry list—which is not compelling for the patient to read or hear.
Instead, offer an interesting narrative about how you felt frustrated with your limitations in providing XYZ treatment for your patients, so you set out to learn or innovate new techniques to transcend those limitations. If you can share a case study in an interesting way, even better.
The best way to use storytelling for marketing your private practice is to feature the “stories” of patient testimonials. The key here is to get enough detail when collecting testimonials that the compelling story will shine through, not just vague praise. You can control these elements by providing a detailed questionnaire that patients can fill out with positive or negative feedback about their experiences with you. The more detail you request, the more “story” will appear in the testimonial.
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