Business owners can’t control the overarching rise and fall of the economy – but they can raise their visibility over the competition. How? With Authority Marketing.
Why is Authority Marketing so powerful? Let me share my own experience as an example. I used to be nearsighted. Like a lot of people, I decided it was time to shed my glasses permanently and get Lasik surgery to correct the problem. Like any consumer about to make a medical decision, I had a plethora of information at my fingertips on the Internet. That’s how things are done these days. If you’re a medical practitioner, how many patients have come in and told you that they Googled their symptoms – every last one of them? Many times, those Internet searches lead patients down a rabbit hole of misinformation – but they certainly do offer us a wealth of options as far as professional services are concerned. What we see on that search page often directs the choices we make – not logic.
In my case, my home is just across the street from the Storm Eye Institute, one of the most prestigious optical health institutions on the East Coast. Logically, you may think that proximity and reputation alone would have been reason enough for me to have my surgery there – but that’s not where I went. Instead, I took four days out of my busy schedule and flew to New York City to see Dr. Emil Chynn, Founder of Park Avenue Lasek. So – why did I go all that way when I could easily have walked across the street? I made an emotional decision, as I’m sure most patients often do. I flew to NYC to see Dr. Chynn because he literally wrote the book on Lasek. That’s what I saw when I typed it into Google; his website was one of the first that popped up. When I clicked through it, I saw him featured him as a speaker, a teacher, and an author. You’ve heard the saying, “He had me at hello?” He had me at “author”. I perused Dr. Chynn’s website, observing the authority he projected, deciding then and there that he was the expert my eyes deserved. Furthermore, had I simply gone across the street, I’d be doing myself a great disservice. Because this choice concerned my vision – a precious and irreplaceable thing – my consumer impulse was informed by emotion.
That’s how Authority Marketing works. Patients don’t buy logically or rationally – they buy emotionally. For medical practitioners, the question is: how do we create the essential emotional connection that makes your practice the only possible choice? The answer is to firmly present your authority. In doing so, you compel an emotional response that makes even a logical guy like me make what looks like an illogical choice.
The thing you should understand is that authority can be manufactured. Yes, you have to know your stuff – but if you follow a strategic and systematic process to build your position of authority in the marketplace, it can have astounding results. That’s what Dr. Chynn did, and why he’s a leader in the field – and how so many other great practitioners are rising above the rest to become the kinds of authorities that patients will travel miles to see.
What will your prospective patient see when he or she Googles you? Will it be enough to get them on a plane to see you? If not, you may want to consider turning your focus to your own authority? What steps have you taken to cultivate it in your medical field? The acquisition and retention of patients is what the health and longevity of your practice is built on – and the tide that will lift your boat, and all those around you.