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Levels Of Awareness - Use This To Transform Your Clinics Marketing
Attracting high-paying patients eager to invest in your treatment plans can often feel like an insurmountable challenge for many clinics. This is a common frustration we’ve encountered while working with over 100 clinics worldwide.
Clinic owners frequently express a similar concern: “We offer exceptional high-end treatment plans, but how do we get the right patients to recognise their value and choose us?”
Running paid advertisements online is an art form that requires careful planning. When training clinics on effective advertising, we start by addressing these key questions:
- What are the demographics of your highest-paying patients?
- Why did they choose your clinic over a competitor?
- Is your current marketing tailored to this demographic?
Understanding this information is crucial to ensuring our marketing efforts attract the right people.
It’s important to note that your best patients may not have initially sought out your highest-end treatment plans. For most clinics, potential patients need to be gradually warmed up, educated, and have their trust built before they are willing to pay thousands for treatments.
Many clinics make the mistake of running ads promoting their most expensive packages and then wonder why there are no sign-ups. This is where understanding the concept of ‘Levels of Awareness’ becomes essential. This simple tool has enabled our clinics to attract their ideal clients without needing to offer discounts or promotions.
Let’s dive in!
Introducing The Levels Of Awareness
This concept was created by Eugene Schwartz. In his book “Breakthrough Advertising”, he describes the stages that potential customers go through before making a purchase.
Understanding these levels helps marketers tailor their messages to meet the audience’s current state of awareness. This is exactly what you need to learn in order to elevate your clinics marketing.
Stage One: Unaware
People at this stage are not necessarily in need of any of your treatments or services because they are unaware they have a pain or problem to solve. They don’t know you, and most importantly, they won’t buy from you at this stage.
Stage Two: Pain Aware or Problem Aware
In this stage, people recognise they have aesthetic concerns but aren’t aware of any solutions yet. For instance, they might realise they need skin rejuvenation or hair restoration but haven’t decided on a specific treatment or clinic. The key is that they become aware they have a problem.
Stage Three: Solution Aware
Here, individuals know there are solutions available for their skin or aesthetic concerns, but they don’t yet know that there is a treatment at your clinic that solves it for them.
Stage Four: Product Aware
At this stage, the potential client is actively exploring various products or treatments to address their issue. Your clinic might be among their considerations, but there’s more to do before they commit to a purchase decision.
Stage Five: Most Aware
So now we’ve almost made it! In the “most aware” stage, the client is nearly prepared to make a purchasing decision but may require a final nudge or incentive to seal the deal.
The Problem
As you can see from the 5 levels of awareness, we have five distinct categories of people that will see our adverts online.
Most clinics make the mistake of showing their main offer to everyone with a pulse, and then get frustrated when not everyone is interested.
To effectively attract high-paying patients, your advertising strategy needs to address each level of awareness appropriately:
- For the Unaware: Use content that educates and raises awareness about the problems they might face. Blog posts, social media content, and informational videos are ideal for this stage.
- For the Pain Aware: Highlight the problems and pain points your target audience is experiencing. Case studies, testimonials, and articles that delve into these issues work well here.
- For the Solution Aware: Introduce the solutions available. Explain how various treatments can address their specific concerns. Comparisons, benefits, and explanations of procedures can guide them towards considering solutions.
- For the Product Aware: Showcase why your clinic’s treatments are the best choice. Highlight unique selling points, benefits, and success stories specific to your offerings.
- For the Most Aware: Provide the final push to convert interest with clear CALL TO ACTIONS. This can include things like special offers, limited-time discounts but it doesn’t have to. We just want to make the next steps crystal clear.
We can’t take someone who is in LEVEL ONE, and push them to LEVEL FIVE… it’ll mean wasted advertising budgets but also be frustrating for the end user. There is nothing worse than having something pushed on you that you’re not ready for!
The best way is to meet them where they are, and then slowly bring them onto the next level of awareness. You will get people that will drop off, and this is expected… but keep at this and you’ll see amazing results.
See the image below that shows how the step-by-step approach can bring people closer to the end goal!
Once you master this, you’ll start seeing bookings flow in more consistently, and you’ll have an easier time converting them to your higher end treatment plans.
Have a go implementing this and let us know the results.