07/25/2024
So you’ve got a good idea of who your ideal patients are, what conditions they might have, and how you can help.
But how can you speak to that population in an effective way?
And should you even focus on speaking to those people in the first place?
For example, if you’re dealing with pediatric or elderly conditions, in many cases the people reaching out to book with you won’t be the patients themselves, but their caregivers.
How might the best way be to appeal to a parent whose child is experiencing developmental delays, or an adult whose parent just had a stroke?
What can you do with your branding, and the writing on your marketing material, to soothe their concerns?
Is it best to use long, drawn out sentences full of technical language and jargon?
Or might you be more effective by speaking to them using language they understand?
Most speech therapists have the greatest experience in academic writing.
That’s true whether you last wrote in school, or whether you’ve done some research work since then.
But the average person won’t relate to things the way they’re written in a peer reviewed journal.
And that’s just from a written perspective.
What about visuals?
What sort of colors, fonts, images, and concepts might be more appealing to the populations you’re working with?
If you’re focused on pediatrics, you might want to be more playful here.
If you work with mostly adults, it’s important to convey a sense of trust and calmness in your brand.
And if you work with both, it’s important to blend the two.
These subtle little nuances can go a long way toward making people feel more confident in you before they even reach out.
For more on this, check out our blog post - https://speechful.ly/attract-more-ideal-patients-to-your-speech-language-pathology-clinic/