Marketing 101: Features vs. Benefits

Too often, healthcare practices fall into marketing their features instead of the benefit to the patient. Learn the difference between marketing your features vs. your benefits.

Transcript

1. KRISTEN GERLACH PUBLIC RELATIONS SPECIALIST | MARKETING EXECUTIVE | WRITER | EDITOR Marketing 101: What’s In It For Me?
2.  Features tell what you do or explain what your product is  A characteristic  Features provide a fact about your product or service(s)  Typically, you proud of your features and think the customer should desire them What Are Features?
3.  List of provider credentials  Extended hours  Many specializations  Online medical records But as a potential patient, why do I care? What’s in it for me? Examples of Healthcare Features
4.  Benefits show how you can help a client; how you will solve a problem for him/her  Hits on their “pain” points  Defines why features are important  Makes the customer’s life easier  Makes an impact and is VALUABLE to them  Your features drive your benefits  Whenever possible, create an emotional tie with the consumer Let’s take a look at our examples again…. What Are Benefits?
5.  List of provider credentials  BENEFIT: Our provider staff all have their doctorates and therefore have a better understanding of your condition. With their expanded knowledge, they can better educate you on your ailment and help you get healthier faster.  Extended hours  BENEFIT: With our convenient hours, we’ll work with your schedule so that you don’t have to move your life around. Appointments are available early morning, evening and weekends. Receive healthcare on YOUR time. Examples of Healthcare Benefits
6.  Many specializations  BENEFIT: Offering you a one-stop shop for all of your medical needs. We will reduce your pain and get you back to doing the things you love most faster.  Online medical records  BENEFIT: Easy access to your medical records. Don’t sit by the phone for days, worrying and waiting for an answer. Know your test results in real time. Examples of Healthcare Benefits (Cont.)
7.  Study your competition  Are they marketing features or benefits?  What benefits can you offer customers or patients that the competition cannot claim?  Know your clients  What are they seeking?  Don’t be afraid to poll them and ask the hard questions to learn how you can better benefit them  Example: Satisfaction surveys  Does it pass the “why should I care?” and “what’s in it for me?” tests? How Do You Know What Your Benefits Are?
8.  Features tell a customer about your product or service(s)  Benefits demonstrate why your service(s) or products are VALUABLE to the customer  Make an emotional tie whenever possible  When determining your benefits, put yourself in the customer’s place and ask “what’s in it for me?” Summary
9.  Briand, MS, PT, ATC, Larry, Steve Ziccarelli, Kristen Gerlach, and Mark Nelson. "Stand Out from the Competition: Ways to Connect With Your Patients." Webinar. May 2013. Lecture.  Ciotti, Gregory. "Features Tell, but Benefits Sell." Help Desk Software. HelpScout, 19 Feb. 2012. Web. 14 June 2014.  Douglas, Laura C. "Marketing Features Vs. Benefits." Entrepreneur. Entrepreneur Media, Inc., 1 Dec. 2000. Web. 14 June 2014.  Gornik, Cari. "Why Features Tell, But Benefits Sell." IdeaCrossing Blog. IdeaCrossing, 25 July 2012. Web. 14 June 2014.  Mefford, Chuck, and Lori Lovett. N.p.: Lighthouse Communications, 2010. Print.  Mefford, Chuck. BrandsFormation: How to Transform a Good Small Business into a Great Local Brand. U.S.: Lighthouse Communications, 2008. Print. References
10.  Phone: 847-682-4567  Email: kniemzyk@gmail.com  LinkedIn: www.linkedin.com/in/kristenniemzykgerlach/  Twitter: https://twitter.com/kristengerlach Contact Kristen Gerlach