If you could clone your ideal patient, who would that be? It
may be a compilation of characteristics of different patients. What would he or she be like? Be as specific as you can in
identifying the patients you really love to work with. If you get stuck, think about the
patients that you are energized by working with, or with whom you really feel
as though you are fulfilling your purpose. Your ideal patients often lie beyond a
demographic bucket, look for the common values or personal qualities. For example, willingness to take
responsibility for lifestyle choices or valuing health may be a common
characteristic of your ideal patients.
As a doctor, you were probably trained to help, serve and
heal any and all who are sick. As
a practitioner, it may be scary to think of leaving out anyone who could
benefit from, and pay for, the services that you provide. I am not suggesting that you turn
anyone away. I am suggesting that in your marketing
message you consciously encourage your ideal patients to make an appointment. This
will make your marketing easier and more effective. It will likely make your practice more gratifying.
So, back to your ideal patient. What is it that he or she is looking
for? Why do they come to you? What are the health benefits or life
changes that your ideal patient desires?
In the next post we’ll look at how you can use this info to
add spark to your business card.