As a clinician, you likely have several services or products you offer. Perhaps you recommend a certain type of supplements or use essential oils. Maybe you offer additional services that complement your primary modality or area of expertise. Either way, it’s likely that you have a number of ways to help your patients.
But when it comes to marketing those services or product add-ons, it can feel a bit tricky. You want to keep your marketing message concise, but you might not be sure how to do that when you offer more than one thing.
Let’s take a few minutes and break this down together. There are two basic ways you can market all your services and secondary products. Let’s look at how a chiropractor and an acupuncturist might do this very thing.
Example 1: The Chiropractor With Many Services
In our first example, let’s look at how a chiropractor might approach promoting the variety of services she offers. Let’s say this chiropractor is named Susan. Susan’s clinic offers:
- Adjustments
- Dry needling
- Decompression
- E-stim
- Supplements
- Infrared sauna
- Food detoxes
- Acupuncture
- Health coaching
Whew!! It’s no wonder Susan feels overwhelmed when it comes to creating her marketing content! She wants her patients to know about all these incredible services but has no idea how to do that or where to start.
First, Susan can break her marketing down into two main buckets, or groupings. She can talk about the benefits of:
- Each service as a standalone.
- Combining multiple services together.
Susan’s patients already know the benefits of chiropractic adjustments since that’s the main service she offers. They may even know the benefits of infrared saunas or dry needling. But do they know…
- That Susan’s clinic also offers infrared sauna sessions?
- That combining chiropractic care with dry needling provides even greater benefits than adjustments alone?
The only way they’ll know is if Susan tells them. So, how would that look from a content perspective? Susan can break down her services into weekly themes, like::
- Week 1: Surprising benefits of chiropractic care
- Week 2: How foot detoxes can help lower stress and relieve pain
- Week 3: The 7 health benefits of infrared saunas
- Week 4: Why you should combine the infrared sauna with your adjustments
After Susan identifies her weekly themes, she can then create her blogs, emails, social posts, and so on around those topics.
But instead of multiple services like Susan, what do you do if you have one service with many product add-ons? Keep reading to find out!
Example 2: The Acupuncturist With One Service and Multiple Add-ons
In this next example, let’s say there’s an acupuncturist named Julie. Julie offers acupuncture sessions with the following additional options:
- Chinese herbs
- Standard Process supplements
- CBD oil
- Essential oils
Some of these may be used during her sessions. Others are sent home with the patient for ongoing support.
Similar to Susan and her chiropractic practice, we recommend that Julie breaks down her content in two ways:
- She can share the benefits of her standalone acupuncture service.
- She lets her patients know about her additional services and how they complement the acupuncture treatments.
Julie’s patients already know how much better they feel after their acupuncture treatment. But they may not know how they can continue to optimize their health by adding quality herbs or specific oils.
To do that, here’s how Julie could structure her weekly content:
- Week 1: 7 little-known benefits of regular acupuncture
- Week 2: How Chinese herbs can enhance your acupuncture session
- Week 3: The hidden benefits of combining supplements with acupuncture
- Week 4: How essential oils can amplify your acupuncture session
When Julie gets ready to write her content, she can use these themes as guideposts. The themes help her know what to focus on each week as she continues to promote her other add-ons.
Are your wheels turning? Now that you have a better idea about how you can market multiple services or add-ons, let’s take a look at some helpful dos and don’ts.
3 Key Takeaways When Marketing Multiple Services or Add-Ons
Patients can’t schedule or ask for what they don’t know exists. That’s why you will want to write content that lets them know more about the other services you offer AND how they can take advantage of them. As you do that, here are some helpful reminders:
1. Don’t muddle your message. Are you known for helping menopausal women? If so, make sure you keep your focus on them. If you’ve decided to write about your foot detox, point out why this is important for women going through menopause. Keep the spotlight on your ideal patient and how your services can help them.
2. Look for a common thread in your services or add-ons. Resist the temptation to firehose them with information on all your services at once. Patients can only remember what they deem to be the most important at a given time. It’s far more effective to drip out information about what you do in small, frequent doses.
3. Get feedback on how your marketing is coming across. Marketing is an experiment, and it takes time and testing to see what works. Sometimes, it helps to have a second set of eyes to give you that much-needed perspective. Consider asking a trusted friend or colleague to read over your content and offer suggestions.
Start Marketing All Your Multiple Services or Product Add-Ons
Whether you have several different product add-ons or multiple services, it’s easy to get overwhelmed about how to communicate it. The clearer and simpler you keep it, the easier it will be for you and your patients.
We know this might feel like a lot. If your head feels like it’s swirling, it’s OK – we’re here to help.
We work with hundreds of practitioners on clarifying and streamlining their marketing. We’d love to help you, too. The first step is signing up for a free, no-pressure marketing evaluation. We look forward to helping you share your incredible gifts!
