In 2013 my stem cell practice was going under.
At the time there were only a handful of stem cell clinics in existence. This meant we had to invest too much time educating our potential patients before they could even consider our therapies. At one point, the time from their first inquiry to becoming a patient was 9 months!
These 3 simple shifts changed everything for my practice, and I'm willing to bet they can help yours as well.
We used to have a huge list of "treatable conditions" in our website.
Every kind of autoimmune disorder, neurological, neurodegenerative, orthopedic, and several others. Now, although we had several specialist physicians trained and ready to come provide such treatments, all of our material made us look like we could treat anything and everything. Would this make you feel like we are the experts you're looking for?
Well, our patients didn't thinks so either.
So we made a list of the types of inquiries that we were getting, and the types of patients we had treated who had great results. We cross-referenced them and found our sweet spot. Now instead of a full laundry list of treatable conditions, we focused on two: autism, and cerebral palsy.
This made everything easier.
2. Simplify your message
Once we knew who our ideal patients were, we took to the task of simplifying our messaging.
"If you confuse you lose." - Donald Miller, StoryBrand
We looked through our entire website, our emails, and every piece of collateral we sent out. We got rid of all the big medical words and replaced them with words patients used to describe their symptoms and health challenges.
Here's the thing: your website is for your potential patients.
And if they can't understand what you're trying to communicate, you won't be able to serve them.
3. Guide them to the next step
This was the simplest, and also the toughest change to implement.
We made sure to always tell our patients what was the next step in their journey:
- When they visited our website → Apply for treatment.
- After they applied → Schedule a consultation.
- At the end of the consultation → This is how you book your treatment.
- And so on.
When you lead you position yourself as the expert providing counsel, while the patient is still in control of the process.
Now it's your turn. And if you'd like some help with that, reach out. I'm happy to help.