This article discusses the importance of defining, understanding, and catering to medical service providers buyer personas. Read on to learn how to define perfect personas for any specialty.
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What is a Perfect Persona
What is a perfect persona, and why is it crucial to your practice's revenue potential. A buyer persona is "a semi-fictional representation of your ideal customer based on market research and real data about your existing customers" [HubSpot]. Marketers often create multiple personas for different segments of a given market. For instance, medical practices and physicians for each specialty have a range of ideal clients. Developing accurate personas improves communication and trust between a practice and its most likely patients.
Today, the healthcare system in the United States is consumer-centric. Patients are more informed than ever and are often inundated with endless choices for medical providers. Utilizing marketing tactics that use patient data to understand buyer choices can be highly profitable. Understanding your audience improves relationship development and ensures buyer needs are met!
How to Define a Perfect Persona
Clinics and providers generally have more than one buyer persona to define. For instance, Endocrinologists must have various buyer personas in mind when creating marketing materials. Endocrinology specialists treat patients for many different ailments that are both age and gender-specific. Therefore, persona development should cater to individuals needing the most common medical services a practice provides. Dermatology offers another example: a persona should be created for individuals pursuing aesthetic treatments and individuals requiring skin cancer screenings and treatments.
Steps to Define Your Buyer Persona
- Assume you do not know your ideal buyer. Relinquish all assumptions!
- When creating your buyer personas, get specific. Differences between your personas might be smaller than you think!
- Identify demographics using patient data. Begin simply with understanding the demographics your practice serves. AgeGenderOccupationIncomeEducation Level
- Understand your demographics by understanding their values and interests.
- Identify their pain points and understand how to address them.
- What influences their decisions making process the most is it price, time, or quality of service. Understand how long the decision-making process takes.
Once established, buyer personas must guide the development of marketing materials and strategies. Marketing material should tell consumers why a product or service is compelling and the best choice. Medical practices are facing more and more competition. Having a solid marketing strategy starts with understanding your perfect persona.
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