You Are Not Your Customer

Written by LiveLink
November 4th 2023

You Are Not Your Customer – Why you as a clinic owner, needs to understand the buying behaviour of your patients and clients

We understand that managing a clinic comes with a unique set of challenges, but one of the most critical aspects of your business is understanding your patients and their buying behavior. In this blog, we’ll take a closer look at the patient journey from the perspective of a clinic and why it’s crucial for clinic owners to appreciate that their patients’ buying behavior differs from their own.

The Patient Journey: A Unique Experience

The patient journey is a multi-faceted process that can vary significantly from one individual to another. It typically consists of various stages, including awareness, consideration, and decision-making. Understanding this journey is vital for clinic owners to provide a more personalised and effective healthcare experience.

Why Clinic Owners Shouldn’t Base Their Buying Behavior on Patients’

1. Different Priorities: As a clinic owner, your main goal is to provide excellent healthcare services and manage the operations effectively. However, your patients’ primary concern is their health and well-being. Their buying behavior is guided by what they need to improve their health, while you may focus on the efficiency and profitability of your clinic. These differing priorities mean that what drives your buying behavior may not align with your patients’ needs.
2. Knowledge Gap: Clinic owners possess specialised knowledge. In contrast, patients come to clinics seeking guidance from healthcare professionals. Basing your buying decisions on your knowledge and expertise may not account for your patients’ limited understanding of medical products or services. It’s essential to consider their perspectives and provide them with the information they need to make informed choices.
3. Emotional vs. Rational Buying: Patients often make healthcare decisions based on emotions, fear, or a desire for better health. Clinic owners should be aware that their patients may not always make rational decisions. Basing your buying behavior on what is logical or financially sound from a business perspective may not align with the emotions and concerns that drive your patients’ decisions.

The Pitfalls of Mimicking Patients’ Buying Behavior

Clinic owners who attempt to mimic their patients’ buying behavior can run into various challenges:

1. Ineffective Resource Allocation: Allocating resources based on patients’ buying behavior can lead to inefficiencies within the clinic. Your business may invest in products or services that aren’t aligned with your long-term goals or profit margins.
2. Missed Opportunities: Your clinic’s unique needs and goals may not be adequately addressed if you solely mimic your patients’ buying behavior. This can result in missed opportunities for growth and improvement.
3. Loss of Credibility: Patients trust healthcare professionals to make informed decisions on their behalf. If you make purchasing decisions based on what you perceive as your patients’ preferences, it may erode their trust in your expertise and judgment.

Understanding Your Patients, Not Imitating Them

To effectively navigate the patient journey and meet your patients’ needs, it’s crucial to understand your patients, empathise with their concerns, and provide them with guidance and solutions. Instead of mimicking their buying behavior, focus on:

1. Communication: Open and transparent communication is key. Educate your patients, answer their questions, and guide them in making informed healthcare decisions. Just because you may wait for a call-back if you leave a voicemail, doesn’t mean your patients and clients will do the same. Infact, they probably won’t.
2. Personalization: Tailor your services to individual patient needs, creating a sense of trust and belonging.
3. Continuous Improvement: Continuously evaluate and refine your clinic’s offerings and operations to better serve your patients while aligning with your clinic’s mission and goals.

Clinic owners play a vital role in the patient journey by providing healthcare services and making purchasing decisions that serve both their business and their patients. However, understanding that your patients’ buying behavior differs from your own is paramount. It’s not about copying their choices but about supporting their unique needs and guiding them towards better health. By doing so, you’ll build trust, improve patient outcomes, and strengthen your clinic’s reputation as a healthcare provider.