Don’t Sell Better Doctors — Sell Better Health

Robby Krapfl | February 27th, 2015

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.

Example:

sports ortho poster for blogYour orthopedic practice would like to expand awareness and increase patient procedures for a minimally invasive knee operation that uses the latest and greatest robotic technology.

Features:

  • Precision accuracy
  • 3-D HD vision
  • Microscopic incisions
  • High-tech, innovative equipment
  • Minimally invasive

Benefits:

  • 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.

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