International Osteoapthic Healthcare Week is a superb opportunity to educate and inform your community about how you help them back to health.
You can talk about being curious about why they are experiencing pain and discomfort. You could mention that you’re like a Pain Detective, looking for the root cause of their pain. You could say that like a car needs a mechanic to fix it sometimes, you’re there to maintain their optimum health and function.
Whatever you say, say it loud, say it often and keep repeating it. We live in a very busy world where a monumental amount of information is constantly bombarding us. Eventually your message will land with the people who need your help. But you may not get through to them until they’ve heard it a dozen times or more!
International Osteopathic Healthcare Week
This is running from 15-22 April, so it’s a great idea to get this trending by using the hashtags #OsteoapthyWorks and #IOHW2018.
If we all do this on our social media a few extra times this week and get excited about it, we can create a shift in the public’s perceptions.
Click my Facebook page link to find lots of shareable short videos to help you get the message across.
Here’s one which has been shared over 50 times already!
Strong, consistent marketing will lead to massively increased patient numbers.
Let’s keep sharing the message that #OsteopathyWorks
I see it every day in the Osteopaths I talk to. There’s often a latent fear lurking in the background. They are questioning their own abilities, their own skills and competence. The rapid changes which the modern world has foisted on them in quick succession can have them floundering in a sea of self-doubt.
In the same way that you don’t just treat pain, I also don’t just teach business development. There is always the bigger picture; the whole person who needs various levels of support and nurturing.
Fear can hold you back
Life continually throws stuff at us which induces fear. We either deal with it or we stay stuck and experience an uncomfortable churning in our belly. Then we can dither, not sure whether to proceed or back up. We double guess our own wisdom.
Recently, for example, I was invited to be interviewed on a live broadcast by Steven Bruce of the Academy of Physical Medicine. It was way out there in the future and it seemed quite an exciting prospect when he first approached me. I thought it would be a super opportunity.
But the date for the live interview came around at breakneck speed. I made a Powerpoint of example Facebook posts, I rattled through some notes I’d previously made about why Facebook marketing was a no brainer. I was ready.
On the day, I got my hair done, donned a nifty outfit and headed for the Underground. But there was the awful feeling of the bile rising in my stomach. Why on earth did I agree to this? Why was Steven even interviewing ME? I didn’t know the first thing about marketing! There was absolutely no content or information in my head. It was a vacuum rapidly filling with a suffocating fear.
On the train, I felt queasy and clammy. The gremlin in my head urged me to about turn and go back home.It told me I was about to get publicly slaughtered. Why on earth had I said yes to this suicide mission?
Have you felt like that when you’ve embarked on something new? Or when you’ve put out a new post on Facebook, have you felt that you’re about to be harshly judged by all those people ‘out there’? Does your inner gremlin march about giving you stick about your inadequate attempts at marketing yourself?
Well I have news for you:
You are more skilled than you think you are.
You are more competent than you believe.
You are more needed than you realise.
You are the best person to market your own unique talents.
And most importantly, you are a vital asset in your neighbourhood.
So when you understand how essential you are to your community, how much easier is it to push fear aside and let your next new patient know just how much you want to help them back to health?
Now tackling the entire online world isn’t so scary is it? Because now you know you are merely talking to just that one person; just that next one new patient.
Feeling the fear – and doing it anyway!
Naturally, there was nothing to fear about the interview with Steven. He settled my nerves with ease. I breathed deeply, drank some water and focused.
5… 4… 3… 2… EEEEK!
We then had a superb discussion about the vagaries of marketing yourself online. We tackled many really great questions sent in by those watching. The hour and half surprisingly passed in a flash.
And I loved every minute of it!
It even turned out that I knew my stuff!
In that moment, I realised what is on the other side of fear:
Who knew eh?!
Become an Osteobiz Whiz and get your marketing sorted!
This week I’ve been interviewed by Mike Dilke of Relax Back UK who presents a weekly show on UK Health Radio. He was curious as to why I’m so passionate about Osteopathy and Osteobiz. He was also interested to know why I am so keen to help you to find more people in pain.
Trying to fill your diary every week is one of your greatest ongoing challenges! It’s a worry to see too many empty slots in next week’s diary, isn’t it? But it can be such a grind to try and keep filling them.
This can be one of the most tedious parts of your work but tackling it head on is critical to your success.
Commonly, I see many Osteopaths suffering from a boom or bust Osteobiz. They can become disheartened, sometimes even thinking that it may reflect on their own skills and capabilities. However, this problem is often down to a lack of strategy mixed with erratic marketing! Are you guilty of this?!
Counteracting this swing in bookings is actually quite easy. But it does require some tenacity too. All that is required is more consistent marketing to bring better results.
But what do we mean by ‘marketing’?
Basically, marketing is all about creating opportunities for conversation with potential patients. Let’s begin from the premise that they don’t even have a clue what you do or why they would even visit you! Getting back to the basics means that you can begin explaining, in simple language, the benefits of your treatments. Remember, no medical jargon or you will befuddle your potential patients – and a confused mind doesn’t book!
Here are three ways you can enhance the conversations you have today with your community:
1. Meet the Osteo!
Take a look at your social media pages. Can people see who you are or are you hiding behind a logo? It is crucial that people can see who you are and get a sense of what you stand for. My own business sky-rocketed after I had some professional photographs of me taken.
Because, as I am constantly reminding you: PEOPLE BUY PEOPLE!
So show a little of your personality and create a post which tells us more about you. Why did you choose Osteopathy as a career? What is your area of expertise? Do you secretly like to crochet hot water bottle covers on Sundays? You get the gist!
Add a close up selfie and voila you have connected with your community.
2. Send out an e-newsletter
Quickly create an e-newsletter (if you don’t know how then here’s an easy tutorial) and send to all patients who haven’t visited you for over six months. Keep it bright and brief, ask after their health and remind them that you treat pain. Don’t forget to encourage them to share your name or forward your email to local friends who they think might need your help.
3. Go outside and fill your diary!
Take a deep breath, some business cards or leaflets and go and pop into some nearby complementary small businesses. Introduce yourself, ask about what they do and how you might recommend them and in return explain more about how you can help their patrons. Remove that veil of uncertainty about what on earth an Osteopath does and you’ll soon be reaping the rewards.
If you’d like loads more easy strategies for building your Osteobiz, just contact me here – firstname.lastname@example.org, tell me what you want to achieve and I’ll recommend which of my services is best for you.
Meanwhile, do let me know how you get on with these ideas.