The 3 Things People Buy Based On: Money, Convenience, and Value
In my years of growing multiple locations and refining my approach to marketing, I’ve realized that there are three key factors that drive patient decisions: money, convenience, and price. These factors are consistent across a wide variety of markets, and understanding them is key to successfully positioning your practice.
1. Money – Is It Affordable?
The first question most patients ask themselves when considering orthodontic treatment is whether they can afford it. For many parents, orthodontics is a significant financial commitment. That’s why it’s important to communicate affordable payment options and be transparent about the cost of treatment upfront. Instead of focusing on your technology, lead with the value patients will get for their money—like financing options, insurance coverage, and affordable pricing structures. This is what will truly resonate with potential patients who are concerned about the financial commitment.
2. Convenience – How Easy Is It?
In today’s fast-paced world, patients are looking for convenience. They want to know how easy it is to get started, how often they’ll need to come into the office, and how long their treatment will take. When your marketing leads with “we have the latest technology,” you miss the point that patients just want an easy, hassle-free experience. Convenient office hours, easy scheduling, and clear communication will go much further in attracting patients than any new gadget or machine. Make it clear that your practice makes their lives easier.
3. Value – Is It Worth It?
Finally, patients are looking for value—and that means getting the best deal for the price. This doesn’t necessarily mean the cheapest option, but it does mean that they are looking for clear value in exchange for their money. Make sure you focus on what makes your practice unique in terms of results, patient experience, and overall quality of care. When patients can see that your practice offers great value for the price, they will be more likely to schedule an appointment and begin treatment.