Creating A Connection with Your Audience
This is something that I see often in the medical field, but certainly isn’t exclusive: brands that are missing authenticity and personality.
I’ve run across lots of websites created by companies who focus on selling websites for medical, dental, or other healthcare practices. They offer to build the pages, the content, and the design, etc. But…
They are impersonal. They use stock photography, except for staff headshots. You can’t tell anything about the provider’s personality by the writing. If they have a family or a dog or where they went to school, that’s… information. But does that really give a prospective patient any of whether that practice is a good fit for them? How can someone have any idea whether this will be a provider that they feel comfortable with, that they can have good communication, and with whom they build a long-term care relationship?
And there is so much access to AI tools for writing now that so much content sounds even more homogenous.
People connect with authenticity. We want to show them your businesses “personality.” We want to show them who it is that your business serves best.
That doesn’t mean that you won’t serve someone who is outside of that core audience. But if you’re too busy trying to appeal to everyone, you’re likely to miss out on catching the people who might be your best patient or client because you’re not speaking to what is important to your core audience.
This is why I feel so strongly about creating content and websites that authentically reflect your business, your brand, and your needs, without using AI. You are asking people to pay out of pocket for your services. They should feel confident that they are joining your practice because it is the best fit for their needs. This is especially important for businesses like Direct Primary Care (DPC) practices. It is not only okay, but a significant advantage to give prospective patients an idea of who you are. Let’s lean into it and showcase who you are and what you do best.