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.
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