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A Patient's Buying Journey Revealed

 

If you’re waiting until a customer is ready to buy, you have already lost them. Price competition is not working any more, there is always someone willing to make less money.

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In this article we will explore what a buying journey is for a patient within the Healthcare, Cosmetic and Beauty industries.

This is the first in a series of industry specific articles we will release going into detail about how you can increase your clinics' value proposition and reach customers before they are pulling their credit card out to buy from your competitor.

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Topics to come in this series:

  • How to attract the right kind of patients to your website
  • How to convert pre-transactional patients and nurture them to buy
  • How to increase the value of your clinics’ contacts
  • How to build value in a relationship and avoid competing just on price
  • What kind of messaging influences buyers at different stages
  • What marketing tactics help you stay connected with customers in each stage of their lifecycle

Why is this relevant to my clinic?


We are seeing big changes in the industry, especially in cosmetic surgery industry.  Many clinics are seeing downward pressure on pricing and don’t know how to respond to this. If your marketing efforts are focused on capturing a customer at the end of their buying journey or decision, you may be focusing too late in the buyers journey.
 

First what is the buyer’s journey? 

A buyer’s journey is an active research stage a potential patient goes through leading up to purchasing a procedure or product. This is a tool to better address the needs of patients before they ever become patients. Using a buyer’s journey as a profiling tool, you will understand the requirements of the customers you serve in a personal way, and deliver real results.
 
The buying journey is made up of three distinct stages:
 
Awareness: “I am experiencing symptoms of a problem, I am researching to understand my problem or potential opportunity better.”
 
Consideration: “I have extensively researched and I’m now considering all potential solutions to solve my problem.”
 
Decision: “I am making a decision on the clinics’ or companies I have uncovered who I believe solve my problem.”
 

Let’s consider an example:

Leanne has always had a problem with unwanted body hair. Trying many different home treatments has lead to frustration and a lot of unwanted pain. Leanne turns to the Internet to understand her problem and look for solutions.
 
After extensive research she believes that laser hair removal is the permanent solution she needs for her upper lip. She has looked at the risks, if she needs to take time off work, potential of scaring, cost to satisfy her questions and perceived risks.
 
After creating a long list of clinics that perform this service in her area she is now making a decision on the clinic she has identified and will now compare them against one another.
 
This is a very basic example of a buyer’s journey. The decisions and questions a potential patient will have will be extensive and often complicated within each of the three stages; Awareness, consideration and decision.
 
The information that Leanne will search for online will change from the very start of her journey where she identified a problem to near the end when she knows the answer and is now comparing clinics.
 
In the next article we will discuss the information Leanne will seek at each stage of her journey and match this up with the content you can produce that will not only answer Leanne’s questions, but will position your clinic as an industry leader and trusted source of information.
 
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