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As a health and medical professional, you went into business to help others, impact more peoples' lives, and create a better world.

However, if you don't market yourself in the industry the right way, it is very hard for you to survive.

Marketing is a process, a set of simple steps that you should be doing day in and day out. It is not about what channel to use but the foundations under the channels.

Engaging clients is different from pushing your offers. Engagement involves creating messages and feelings that involve emotion from them. That resonates with them and drives them to “lean in” and want to be closer to you.

The problem is most AHP’s start at the wrong end of the equation. They start at the “copy” or the “what.” But regularly that’s the wrong way to reach their audience or target.

You see, it’s a simple structure known as TOC

Identify your TOC - Target, Offer, Copy.

Target - the WHO and WHERE

Offer - the WHAT and WHY

Copy - the HOW

TARGET

As a business coach for more than a decade, I meet with many entrepreneurs with a clear business concept, but they lack a clear definition of their target market.

Many of my clients say that "everybody" is their target market. Or they give me a list of 850 conditions that they are “specialising” in.

That statement is one of the most common mistakes new business owners make. Sticking to that thought will only lead to failed marketing, frustration, and a botched service or product launch.

You need to define your target market clearly. In addition, you need to know WHERE those targets are in their highest concentration. There’s no benefit in pitching your marketing to where your target market isn't.?

OFFER

What we’re actually talking about here is not anything to do with meeting client’s expectations or filtering clients. It’s actually about much more closely understanding WHAT and WHY they are buying the service.

A great way of thinking about this is someone going to Bunnings. They don’t go to Bunnings to buy a drill, WHAT they are actually wanting to buy is a hole in the wall or they're wanting to buy the ability to hang a picture on the wall. The drill is just the means for it to occur. When we’re talking about a service like an exercise physiology, people don’t wake up in the morning wanting to buy exercise physiology. Instead, WHAT they want to buy is pain relief, increased range of motion, strength etc.

And next, we need to understand the WHY. Why are they purchasing the exercise physiology is not because they feel like throwing away surplus income? Why they are ultimately buying the exercise physiology is because they need to be able to get down on the ground and play with their new grandchild who is now crawling. It’s the feeling of that, that they want. The emotion is attached to that is WHY they are trying to purchase exercise physiology services from you.

COPY

This should be the last part of the process. Deciding on whether to do a doctor visit, craft a flyer, do social media posts, etc. is the LAST STEP, but for most health professionals, it’s where they start.

If you need more help with this, reach out now and I’d be more than happy to help you out.

Talk Soon,

Jason ‘Driven to see you succeed’ Pilgrim

P.S. Whenever you’re ready… here are 4 ways I can help you grow your health business.

1. Grab a free copy of my book.

It’s the roadmap to The 7 Essentials of Building A Successful Health Business.?

Click Here

2. Join The Profitable Practice and connect with leading health professionals who are scaling too.

It’s our new free Facebook community where super smart health professionals learn to get more mastery, money and freedom.

Click Here

3. Join our Pilot Program and be a Case Study.

I’m putting together a new health business case study group at The Profitable Practice this month… Stay tuned for details. If you’d like to work with me on your business growth and scale plans… just send me a message with the words, “Pilot Program”.

4. Work with me and my team privately.

If you’d like to work directly with me and my team to take you from 6 to 7 figures… just send me a message with the word, “Private”… and tell me a little about your business and what you’d like to work on together, and I’ll get you all the details!