How to Hook Your Patients on Your Service
Ever wonder why some social media sites are so popular? Facebook, Pinterest, Twitter, Instagram….what is it they have in common? They have developed an incredibly strong user base that have virtually have become addicted to their product.
I know I’m one of them – constantly checking my Facebook newsfeed for absolutely useless information. Facebook statuses that show a meal someone had, or someone telling me they are tired and going to bed make me want to scream! But I keep looking!
Neuromarketing Proves Why People Buy
A new discipline has evolved – neuromarketing – that studies “consumers’ sensorimotor, cognitive, and affective response to marketing stimuli” (Wikipedia). The new field basically measures and proves what marketers have known for a long time – people buy things based on the way it makes them “feel” rather than logic.
How to Make Cost Secondary
Stanford professor and Silicon Valley entrepreneur Nir Eyal recently wrote a book called “Hooked: A Guide to Building Habit-Forming Products”, in which he defines a habit as “a behavior done with little or no conscious thought”. He describes how successful technology companies create products that bring their customers back repeatedly, without costly advertising or traditional promotion of their products’ benefits. Once the customer is “hooked”, cost becomes secondary.
While the author concentrated on technology companies, the concept can certainly be applied to other products and services. including optometry. Have you “hooked” your patients? What kind of emotional stimuli does your office provide to make it a habit to come back year after year? Do you provide a level of customer service where they wouldn’t possibly think of going anywhere else?
Bond With Your Patients
Creating an emotional bond with your patients should be the entire focus of your practice. It necessitates a “patient-centric” approach, where everything you do is designed to create positive emotional responses for your patients. This includes the way your office looks, feels, and even smells.
In actuality, we’ve got it easy. Most patients are loyal to their doctors, and are reluctant to switch from an office in which they feel comfortable. But don’t take it for granted. Go beyond making them satisfied – get them “hooked”