Wellness business marketing tools that grow business

wellness

Wellness businesses have made major inroads in our area by focusing on aging baby boomers. As the Millennial generation comes of age, it’s important for health and wellness businesses to know how to attract them.  When we talk about wellness businesses – what types of business fit into this grouping:

  • Chiropractors
  • Massage therapist
  • Rehabilitation and training facilities
  • Health and wellness coaches
  • Home health care
  • Wellness pavilions
  • Spas, day spas
  • Yoga Studios etc

This generation is starting to have children of their own, and will soon be responsible for aging parents and grandparents. They need to stay strong and healthy in order to take care of their families and careers, and to have ways to keep those families healthy as well. These are seeking out wellnesss professionals such as the ones above.

The good news is, this vast client base included 83.1 million people in the U.S. alone in 2015 – even more than the famously numerous baby boomer generation – and many of them either need you now, or will need you in the near future.

The bad news is, it’s also a generation that’s growing numb to the traditional forms of intrusive push marketing.

They’ve learned to tune out most billboards, they’ve installed ad-blockers to remove banner and pop-up ads, and many have heard almost every claim about miracle foods, pills and treatments under the sun.

Digital Marketing experts estimate that most Americans are exposed to approximately 4,000 to 10,000 ads each day, so throwing another drop into that ocean is unlikely to get you many clients.

So, how can you get their attention, encourage them to turn to you when they’re sick, and help them to see the benefit of working with you for preventative care?

Here are 4 ways for health and wellness companies to attract Millennial clients:

Method 1: Attract, don’t intrude.

Millennials are at the age where they’re busy building their careers, families and identities. They don’t have time to chase every shiny object that throws itself in their face when they’re trying to do something else.

If you try to interrupt them when they’re in the middle of something, the only reaction you’re likely to get is annoyance.

So if you want to get their attention, offer them useful information that they’re likely to look for.

For example, if you’re a pediatrician, you could write articles about health problems they might have noticed in their children.

Q&As like “What do I do if my baby keeps coughing” and lists like “10 Ways to Get Rid of Stomachaches in Children” are great ways to show up in people’s search results when they have a problem and need answers.

By providing information they’re looking for, you attract people who actually need your services, show them you know what you’re talking about, and gain their trust.

You also increase the ROI on your marketing efforts, because instead of spending your time and money pushing yourself on people who don’t want or need your services, you get the people who are likely to buy from you to seek you out.

Having a website that frequently updates with valuable information improves your search engine rank, because the more useful text you have that includes phrases people frequently type into search engines, the better the odds that your pages containing that text will show up in people’s results and lead them to click through.

Method 2: Don’t rely on vague or sensational claims.

How many times have you seen articles, videos and companies making hyped-up claims that this superfood will help you shed a hundred pounds, that berry cures cancer, and the other face cream will make you look like a photoshopped Hollywood superstar?

You may also have seen articles with vague headlines like “He Put Garlic In His Shoes Before Going To Bed, And What Happens Next Is Hard To Believe”. These tend to irritate Millennials, because they don’t provide enough information to let them make an informed decision about whether or not they want to spend their time on that content.

This tactic of making exaggerated and often vague claims is known as “clickbaiting”, and Facebook has actually started to penalize posts that use clickbait in their headlines.

Why?

Because their clients – and yours – don’t want to see them!

Even if you DO get someone to click on your clickbait link, the fact that they clicked out of idle curiosity rather than genuine, informed interest means they’ll probably leave just as fast, which doesn’t bring you any closer to actually making a sale.

All it all, it’s better to focus on attracting people who know what your content is about and have a reason to be interested in it – and who, by extension, might need to work with the person who provided it.

Method 3: Speak in terms they understand and identify with.

If a person has peptic ulcers, but they don’t know that that’s what they have, it does no good to offer them a cure to peptic ulcers.

They do, however, know that they have symptoms like unexplained stomach pain.

If you want to show up in their search results and get them interested enough to click your link, you need to talk about the things they know and care about – which is to say, the symptoms they’re aware they have.

If you list the symptoms associated with peptic ulcers in the same terms your clients might look up, such as “causes of stomach pain” or “why do I keep getting stomachaches”, you’ll attract more people in the early stages of their quest for answers than you would if you wrote “how to tell if you have a peptic ulcer”.

Method 4: Get referrals from people they trust.

Medicine is a very personal, touchy, high-stakes business, and people will be a lot more comfortable with placing their health and families in your hands if your other patients had good experiences with you.

Getting positive online reviews will help to reassure your potential clients that they’ll be in good hands if they work with you, and a personal recommendation from a trusted friend, family member or health professional means you instantly inherit much of the “know, like and trust” that the person making the recommendation has built up.

Clients who were referred to you are far more likely to make a purchase than someone who found you randomly online, so referral marketing is one of the most effective forms of client attraction you can use.

Your satisfied clients are often your most effective and zealous advocates, so it’s important to do everything you can to make sure they’re happy with your service.

I also strongly recommend building positive relationships with other healthcare workers who work with your primary audience, so you can recommend each other to your clients when appropriate.

How do you get people to refer clients to your wellness business?

First, start with service. Tell your patients that you want to help more people, and help them to see that they’ll be doing their contacts and loved ones a service by recommending you.

And when you’re requesting referrals from another business, be willing to make referrals in return.

In both cases, make sure they’re very clear on who you serve, how you help people, and what results those people can expect.

It can also help to give your clients and referral partners sample scripts or emails that they can tweak and use. Other people might not know how to market your business as well as you do, and you want their attempts to recommend you to be confident and factually accurate.

Where do you find referral partners who will send you clients and serve your referred clients well?

If you want to receive more referrals, to support your fellow business owners, and to make yourself more valuable to your clients by becoming a source of information about the various healthcare services they need, we would love for you to join us in BNI.

In BNI, we give each member a chance to do a weekly sales presentation, so everyone in the room knows who you help and why they should refer those people to you.

Our focus is on helping our members to form win-win relationships with each other, so everyone involved gives and receives more referrals. And it WORKS! Last year, the average member received an average of twenty-six referrals, worth a total of $24,789.

What could you do for yourself and your family with that much additional money? And how many clients’ lives would you make better in the process of earning that income?

This year, we plan to empower our members to make even more money and a bigger difference than in the previous years, and to help them have fun and become better businesspeople in the process.

We achieve this by working as a team and helping each other to secure new clients and referral partners from our own contact base.

Each week, every member does their weekly sales presentation, so everyone has a chance to be heard, and everyone gets to ask for a specific referral or introduction to their target market.

If you want to create a positive change in the lives of your clients and your fellow business owners, and to grow your company without the need for awkward and intrusive cold calls, we’d love to see you at our next BNI meeting!

Click here to find a BNI chapter near you.

Image Credit – Adobe Stock

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