Trust Based Marketing
So what is trust-based marketing, and why is it so important to my practice? Wikipedia defines trust-based marketing as: Trust-based marketing is a marketing theory based on building consumer relationships through trustworthy dialogue and unbiased information. The concept was originated by Dr. Glen L. Urban, professor and former dean of the MIT Sloan School of Management. Trust-based marketing focuses on customer advocacy techniques that assist consumers in making informed purchase decisions based on comprehensive marketplace options and equitable advice.
Let that sink in for a moment; when a patient makes an appointment, they’re saying I “trust” you with the one thing that’s so valuable I can’t put a price on it. Before a patient ever makes an appointment with you, most have gone through an extensive research process that led them to one conclusion. You are the absolute best option, the expert they are investing 100% of their trust that you’ll be the one to solve their problem.
Remember the old saying: If you make someone happy, they’ll tell one person, and if you make someone unhappy, they’ll tell everyone! That statement is still valid. It’s just happening differently today. If you make me happy, I may leave a review somewhere like Google, Facebook, Yelp, Zoc Doc, or Healthgrades. But that unhappy person will leave a bad review on every platform they can find. I’ve seen one-star reviews that say something like this:
How the hell would they know they never even stepped foot into your office!