A rather famous marketing professor, Theodore Levitt at Harvard Business School, once said, “People don’t want to buy a quarter-inch drill, they want to buy a quarter-inch hole.” This is a simple concept that serves a strong reminder—regardless of your industry—to focus on selling benefits, not features.
Many healthcare organizations struggle to differentiate features from benefits. In today’s ultra-competitive healthcare marketplace, it can be challenging for hospitals and clinics to avoid talking about doctor credentials, state-of-the-art technology or a brand new facility. Those things are all very important, but patients don’t buy features. Patients buy benefits. Benefits sell.
- Precision accuracy
- 3-D HD vision
- Microscopic incisions
- High-tech, innovative equipment
- Minimally invasive
- Quicker recovery
- Less pain
- Less scarring
- Shorter hospital stay
“With our new XYZ technology, you will experience less pain and a quicker recovery, which will allow you to get back in the game faster.”
Don’t sell longer hours; sell convenience. Don’t sell better technology; sell better patient outcomes. Don’t sell your new facility; sell a more comfortable patient environment. Don’t sell better doctors; sell better health.