1. Define the character: define your ideal customer or patient.
2. Identify his problems, what our hero needs to overcome.
3. Establish yourself as a guide. You will empathize with the hero, you will demonstrate how you understand his medical problems and could help him.
4. Give him the promise. Promise is the process: how will the hero work with you and reach success? And this can be as easy as you'll call and make a consultation appointment, you'll come in, and we'll figure out what your problem is, and we'll pick the best protocol for you.That's the hero's journey.
6. Then you will write out explicitly how they get started on that journey. What is the call to action to get going? Maybe it's a phone call, maybe you have appointment software, whatever that is.
7. Then, you will define the success that the hero will have once he completes this process or journey of working with you. You will also define the problems that he will avoid by working with you. What would happen if he didn't come in, or she didn't come in, to see you, the best guide in your industry?
Don't you just need to include the type of patients you can treat and then the services you offer, and then an appointment link, right? Call now for an appointment. Ah, well, not exactly, nope. It doesn't work that way.
Your potential patients to act quickly and make that appointment faster. That's what we all want from our website, right? In short, the brand story will drive patient appointments on your website, your practice online.
You could pay the fanciest IT company to help you with SEO (search engine optimization) and they'll do all these things, with all these technical words that you might not be familiar with, and you will get visits to your website.
In fact, the Chief Executive of the best Digital Marketing company can give you reports that shows you that because of the SEO they put in place for your online presence are bringing more traffic to your website. But prospective patients that visit your website might not be booking appointments because they are not compelled to do so by the content on your website.
In this video we go over how to write a doctor's brand story. And really, this video is for any doctor anybody that doesn't have a brand story.
That means doctors that are getting great search engine results: when someone looks for information online, maybe a pediatrician in your neighborhood, and your website comes up first. You need a doctor's brand story , so when potential patients go to that website, they will immediately book an appointment because you told them this fabulous story.
A doctor just starting out and creating the website for the first time, you also need to develop your brand story- so you get your website right from the beginning.
Now don't be confused. This is not the story of your business. We don't need to hear how your practice started or even where you went to med school, or why you wanted to become a dentist or a doctor. That's great maybe on your About page.
A doctor's brand story is the story of your brand.
Wait what, what does that mean?
A doctor's brand story tells her patients the transformation that they will have or experience they will walk when they work with you or your healthcare practice.
That's it, that's a doctor's brand story. The patient's transformation from problem to success.
Well, I have exciting news. A man named Donald Miller wrote a book in 2017 called "Building Your StoryBrand," and it was a Wall Street Journal number one bestseller, it was on the New York Times Best Seller list.
Donald Miller made creating a brand story for your website very easy. With his book, Miller helps thousands of businesses clarify their message by writing and implementing a brand story."Building Your StoryBrand"
Miller's approach was different. It was almost revolutionary. He suggested that most businesses were doing their marketing wrong.
He said most businesses were positioning themselves as the hero, but instead to compel consumers to buy or work with us, that businesses should be positioning customers as the hero, and that businesses should position themselves as the guide.
Poof, mind blown, right? We're not the hero? Even you, Dr. Smartypants , you should position yourself as the guide of your potential patient.
Let them champion their own health care and let your marketing tell them how. You will tell them by working with you or your practice, your brand, they can take control of their own health. Your patients will be their own hero, by using the services and working with this amazing and qualified doctor that you are and your great staff. Your patient will be the champion of his own story with success he gained by working with you.
Isn't that awesome? Don't you want to work with that doctor that helps you be the champion of you?
Love it, right?
Well, so did a lot of other business owners who have found great success with Miller's StoryBrand framework.
And you know what? I have even better news. You don't even have to read the entire book, even though you should because it's awesome (it really easy read, but I know, you guys are super busy).
So, I think Donald Miller knows that too, so he created a ffree tool on his website, Marketing a StoryBrand, I'll link it below, where you can go and you just put in your email, but you can basically fill in the blank, and he guides you through creating your brand story. He gives you little videos at each blank to be filled in, and tells you how to complete them. It's amazing. So, when you create your brand story.
First you will define the character, define your ideal customer or patient. Then you will identify his problems, what our hero needs to overcome. Third, you will establish yourself as a guide. You will empathize with the hero, you will demonstrate how you understand his medical problems and could help him, and that's when you can maybe give your credentials. Then, you give him the promise. Promise is the process, how will the hero work with you? And this can be as easy as you'll call and make a consultation appointment, you'll come in, and we'll figure out what your problem is, and we'll pick the best protocol for you.
That's the hero's journey you will define in your brand story. Then you will write out explicitly how they get started on that journey. What is the call to action to get going? Maybe it's a phone call, maybe you have appointment software, whatever that is. Then, you will define the success that the hero will have once he completes this process or journey of working with you, and we also define the problems that he will avoid by working with you. What would happen if he didn't come in, or she didn't come in, to see you, the best guide in your industry?
And finally, on Donald Miller's fill in the blank StoryBrand worksheet that's amazing, he has you think about the total transformation. So you just sort of repeat what the hero looked like at the beginning, and then how he was transformed, or how he transformed himself by working with your practice. Isn't that awesome? I can't wait to hear your brand stories.