One of the most exciting parts of healthcare marketing is the constant introduction of new technology and treatment options.
Every year, the FDA approves new options for patients, and I strategize with practices to help them introduce those new opportunities to the market.
A big part of this is being first to market.
It’s advantageous to be the first in town/city/region/state/country/world to offer a new procedure.
When that happens, it’s natural for a practice to come out of the gate talking about how they are “First in X to offer the super-duper-fancy-awesome-whiz-bang treatment.”
Here’s the big mistake I see:
Practices will continue to ride that “first to offer it” angle, and miss out on a much more persuasive, time-sensitive message.
See, when you’re the ONLY practice in your market offering a procedure, that’s what you need to push – the ONLY part.
Think about it – you build up the benefits of a new treatment, and then you say “you can ONLY get it here, at ABC Center.” It’s more magnetizing than “…and ABC Center is the FIRST in town to offer it!”
“First” sounds big and important. But it doesn’t have a strong, compelling vibe like when you say “You want this thing, and the only place you’re gonna get it is RIGHT HERE.”
Your competition is going to hate this, because they know it’s a compelling message and they have no way to come up against it.
“Um, we still do good stuff too!” <<<< yeah, no.
So they wait it out. And soon enough, they have some version of this new procedure too. At this point, you can’t say “only” anymore. It would be a lie.
And your competitor, they think they’ve found your Kryptonite. Now they have you right where they want you!
Not so fast.
You were still FIRST, remember? And that will never change.
This is where you slam your trump card on the table, and you pivot back to your FIRST messaging.
See, it’s time to remind your market that you are the pioneer. You were the first. You were the one who brought it to town. Those other guys – they’re following the trail you blazed. They’re trying to keep up with you.
So let’s say you’re the first in Texas to introduce the LaserZap3000 after FDA approval.
Your 3-step formula for a compelling launch is this:
- 2 weeks of press talking about how you are the FIRST in the market to do it (you brought the technology to Texas).
- Then switch to being the ONLY provider in your area. Push it hard. “If you want it, there’s one place in town to get it. Come see us.”
- Once a competitor in the market snags their own LaserZap3000, switch back to being the FIRST and ride the pioneer wave.
Simple, right? And it leaves your competitors fuming, a day late and a dollar short. Better luck next time, amateurs.