Understanding your ideal client

Is the linchpin, holds everything together.  If you don’t know who your client is

  • you don’t understand what their pain points are
  • you don’t understand what they’re looking for
  • you don’t understand how to talk to them in a way that resonates with them
  • you create disengagement and a poor client experience.

When I am guessing what really want to do is optimise your client experience so that people really rave about you to others, AND they get the results that they’re looking for!

Once you’ve identified and defined your ideal client, and how you help them only then can you start to create plan of a series of marketing “experiments” based on your customer and your strategic objectives, which you can test and measure to see which resonate best.

So let’s dive in…who are your “buyers”, who are you selling actually selling your service to?

  • If you treat children it is parents or even grandparents that are most likely the buyers
  • If you work with Corporates who is the buyer HR or Health and Safety? Who makes buying decisions? 
  • If you treat athletes have you built relationships with the coaches?
  • If you supplying services to insurance companies who is it you need to speak to?
  • If most of your referrals come from Doctors, what is the profile of the doctor?

Instead of speaking to everyone aged 0-99 it helps to narrow your focus and take some time to define your ideal client.  This doesn’t mean you won’t help other people but it does mean you will resonate and be able to attract more of the types of clients you can help best. And that’s going to look quite specific the more you understand your ideal client, the more your messaging is going connects with them and the more likely they are to come to your practice. 

  • Who is it that your clinic helps? 
  • Who does it bring you joy to treat? 
    • Usually if you have a passionate interest of something, the likelihood of you excelling in that area is greater.  
  • Can they afford your services?
    • You business won’t work if your ideal clients won’t pay for your services!
  • Where do they live?
  • Are they male or female?
  • Are they married? Kids?
  • What is there educational background?
  • What is their occupation?
  • What are their hobbies?
  • What are their interests?
  • Where do they hang out?
  • What are the defining characteristics that make them unique?
  • What are their dreams and aspirations?
  • What keeps them awake at night?
  • What are the challenges that they are going through? What did they need your help for?
    • Be very clear on the challenges they’re facing, this will enable you to talk to the clients, their specific problem and how your practice can help them. 
    • If you don’t know this you can find out by listening current clients to get a feel for how their current symptoms or problem are affecting the rest of their life. Maybe they can’t run around after that kids, get out of bed in the morning, bend down, manage stairs
    • A great question to as is “how is this injury/problem affecting your life?” 

If you don’t know where to start is, go and have a look at your existing database and go and have a look at all of their details, do they have a common set of features. And the key here is to focus on the majority. We’re not focusing on like the really like 1%, 5% of your database, we’re focusing on where do the majority of your database people sit in terms of what their characteristics. These are the people that you are going to sort of build out client attraction and customer journeys for. 

If you’re totally new clinic owner, you can decide who you are going work with.

Start with one ideal client, in time you are probably going to have maybe three or four, five.  Any more than that is probably be too much.  

Marketing Alchemy REVEALED


Attracting Clients and the Myth of Marketing can seem like a Mystery for many clinic owners.  This mini-course reveals to you the Alchemy of Marketing.

It is broken into 3 primary lessons:

  • WHO do you help?
  • WHAT do you do?
  • HOW will they hear about you?

What you’ll get:

  • A workbook
  • And the templates you need to create a simple actionable marketing experiment, which you fully understand are in control of

PS. You are the CEO of your healthcare business and it’s time to step up and own that power!