Hello my name is Megan Walker and welcome to the Market Savvy Program. This video series is designed to enhance your knowledge and awareness of effective marketing in your private practice so you can attract, retain and help more patients.
In today’s episode I am talking about the importance of establishing and communicating your “why”. This is a term and process coined by Simon Sinek and I encourage you to watch his five minute TED talk on the subject. You will hear him say “people don’t buy what you do they buy why you do it”.
Your “why” is an extension of your vision. You can watch my previous video on establishing your vision if you haven’t already done so (see references below).
For so many years, we have all talked about “what” we do and “who” we serve and “how” this benefits people. This all has its place but is descriptive in nature. When you talk about “why” you do what you do, you speed up trust and you engage with people on a personal and emotive level.
Hence, the “why” approach of communicating who you are and what you do is ideal in healthcare marketing because it helps to form instant and genuine connections and speed up therapeutic alliances.
You can also instantly see it in action when an organisation is in touch with its “why”. You know within seconds when they are operating with the full intent of why they exist. Then this intent attracts clients who align with the values on display. Those organisations are often more successful, achieve sustainable growth and stand tall against the competition.
So to get started with developing your why, you need to ask yourself and your team members three key questions:
- Why does our organisation exist?
- What’s at our core?
- What is our purpose?
Then once you’ve covered that initial level of enquiry, you need to go deeper. Other than for financial reasons, why do you do what do? Why does this matter? What difference does that make? What more is at stake? What do you truly believe in?
You then want to think about some stand out moments in your career and in your business where your why has been truly on display and write these down.
Starting to see a pattern? Hopefully by now you will start to see “that’s me or us, that’s who I / we are!” This is the foundation of your why statement.
Here’s an example of a what statement:
We provide home modifications. We are fast and cheap and better than our competitors. Want a quote?
Here is the same information presented as a why statement:
Everything we do is about respecting and empowering older people to stay at home for as long as they are capable. We increase their independence, choice and quality of life by modifying their home with affordable equipment. Can we provide you with a quote?
So if you were ringing around to help an elderly person and you heard both statements, which would you choose?
People want to do business with people whose values align with theirs. How we feel about something is more important than how we think about something. Emotional connections are more powerful – they say more and they connect more deeply.
I encourage you to inspire action in yourself, your colleagues and your clients by being at your natural best. You can’t put this on. It has to come from the heart.
Make intention choices for your career, your business life and your personal life. Work with purpose, on purpose.
Free ebook "Developing Your Why"
Click here to download our free ebook "Developing Your Why" and learn new ways to get in touch with your true purpose.
Thanks for taking the time to watch the Market Savvy Program. If you haven’t done so already, please sign up for our email updates “Marketing in Practice” where you’ll receive marketing tips, podcasts and event invitations to achieve success in private practice.
Thank you for the great work that you do and enjoy your day.
For more information, please contact Megan Walker firstname.lastname@example.org.
Previous videos in this series
001 "Modern Healthcare Marketing Has Changed" [3:30]
002 "You Need to Establish and Maintain Your Referral Ecosystem at All Times" [2:44]
003 "It's Time to Take a Leadership Position in Your Field" [3:41]
004 "A Healthy Marketing Approach in Private Practice" [3:43]
005 "Establishing Your SMART Marketing Goals" [2:49]