Marketing Tips for Health and Wellness Professionals

In the health care industry today, there’s a growing emphasis on consumer choices. The health care services chosen by families and individuals are more affected by their perception as customers rather than endorsements from local authorities and commissioners. Because of this, knowing the basics of marketing will provide a competitive edge for health and wellness professionals. A good place to start is to understand the five P’s of marketing can be applied to your service or organization.

Product

The product is the service you’ll be offering to your clients or patients, as well as the definition of why your organization or practice is ideal for a specific type of client. Let’s say that you have a yoga studio. You have two distinct products to offer: a serene, roomy environment where people can do yoga, and the yoga classes themselves. Is the studio clean, well-lit, and well-maintained? Are your yoga instructors certified? In any business, especially in the health care industry, you only have one chance to make an impression. What do your potential clients experience when they first enter the door? Does the studio smell clean and fresh? How is the lighting? Even if you have a shoestring budget, you can still give your clients a pleasant initial experience with the right lighting, color, and aroma.

Price

Price is not simply the amount of money you charge for your product; it also includes the perceived value your customers will receive from the product. Your customers’ expectations are closely linked to the price they pay and this defines whether or not the benefit they receive matches the price. For instance, when you stay at a five-star hotel you expect a high quality of services and food than if you stay at a roadside motel. But if you stay at a Hyatt and receive motel-quality treatment, you did not receive the perceived value of the product. If you fail to meet your customers’ perceived value of price, this can result in negative word of mouth. Conversely, if you do meet their expectations, this can result in positive viral marketing.

Place

The place is your location, the area where customers can access your services. Geography is crucial for the success of health and wellness professionals. Is your office accessible by public transport? Are there any logistical challenges involved in offering your services? Are your services so highly specialized that people will be willing to travel far to reach your location?

Position

Position describes your competitive advantage – how the market defines you in relation to your niche. What makes your yoga studio unique and how will this benefit your market? Do you offer unusual forms of yoga? Is it located in an area where customers can access other health and wellness services? To find out if your customers’ perception of your services matches yours, ask your clients their opinion through surveys, informal chats, or feedback cards.

Promotion

Most people think that marketing is all about promotion but this is actually the last P that needs to be considered. Before you can even promote your services, you have to understand the four P’s that come before it. Promotion is a mixture of selling, advertising, and public relations, and is the last leg of getting your services to the market you want. Of all the P’s, promotion will require the most resources, which is why health and wellness professionals need to plan carefully and understand marketing for a good return of investment.