How To Actively Build & Manage Your Know, Like & Trust Factor
In our last blog post, we discussed the importance of building your Know, Like & Trust Factor to gaining new patients. In this blog post, we look at four ways to build your Know, Like & Trust Factor using:
- Your profile
- The power of ‘why’
- Social proof
- Adding value
Building your Know, Like & Trust Factor starts with your profile, including your online profile on your website and others, as well as offline profiles in brochures and other marketing materials. Your profile should include your education, credentials, accomplishments, awards, achievements, headshot, bio, and personal information. Each of these elements contributes to your Know, Like & Trust Factor.
Physicians who skip personal information are missing one of the crucial components in building Know, Like & Trust. A lot of my clients have said to me something along the lines of, “Patients don’t care whether I play tennis or golf or like to cook.” Perhaps that is true to a degree. It is not the exact sports, hobbies, activities, or other personal information that matters to your patients and potential patients. What matters to them is that you are a human to whom they can relate. Sharing your personal information opens you up and perhaps offers some common ground from which to start a conversation. All of this builds Know, Like & Trust.
Be sure to monitor your profile and keep it up-to-date and consistent across all platforms online and offline though. Lack of consistency can lead to questions, confusion, and even mistrust.
THE POWER OF ‘WHY’
The second part of building your Know, Like & Trust Factor is sharing your why, your mission, your purpose… or whatever you want to call it. Letting patients know why you do what you do builds Know, Like & Trust. Tell them why you decided to become a doctor, chose your particular specialty, or get up every morning to care for others goes. You can do this through conversation, on your website, or in a marketing video. Whatever you do, do not skip this important step in building your patients’ Know, Like & Trust.
The next step in building your Know, Like & Trust Factor is building your social proof. Patient reviews, recommendations, testimonials, and success stories build social proof, as do referrals from patients and professionals.
Information from other known, liked, and trusted individuals, as well as from the Internet, can either build or detract from your Know, Like & Trust Factor. It is vital that you monitor, manage, and build your social proof continually over time. Of course, starting with exceptional patient experiences will help.
Finally, to build your Know, Like & Trust Factor, add value. As a physician, the most effective way you can do this is through patient education. For new patients, you can use social media, blogs, and videos to educate patients online. You can also educate patients in person by giving community talks or hosting talks at your practice.
About the Author:
Ashley Libby Diaz is a brand and marketing strategist who helps physicians start and build thriving medical practices that nourish not only them, but also their patients.
Ashley has a deep relationship with healthcare, a profound appreciation for providers, a unique perspective on medicine, and a keen eye for outstanding patient experiences. She is the principal and founder of The Anca Group, a boutique medical consulting firm, with more than 18 years of healthcare provider and marketing experience and her own personal medical trials. Ashley practiced physical therapy in her early career and became a breast cancer survivor at the age of 36. Learn more about and reach Ashley and The Anca Group at AncaGroup.co.