What should you focus your webinar topic around (hint: it’s not what you think)?
Medical webinars are all about emotion, so this is your chance.
You’ve had somebody who’s put their hand out to get the next step of possibly an hour, so 30 minutes to an hour of spending time with you. What that is, is a huge step up and what we call “the ladder of agreement”, that they’ve taken a step onto the ladder of being a patient. They’re spending time with you, and by becoming part of your community, your tribe, your patient family, you actually can start an emotional relationship with them.
I find that relationship is fascinating and that it allows you to promote a little bit. You could even provide your attendees with a special offer that you can do in a more closed container that you would not put on your website; you wouldn’t do because of discounting, we’re not fans of that at all.
We don’t want you to devalue your brands. But, still, webinars are an excellent way to form a relationship with somebody and start to interact with them emotionally and form a connection with them that with the promotion aspect, allows you to deepen the relationship and generally has a high, close rate, and a good chance of going on to the next step of the sales process.
How can you establish an emotional connection over a webinar?
When I say emotional connection, what do I mean?
When we have a typical patient evening or a patient event night where we’ve held them in clinics, historically, I think when clinics did this, they would be really dry.
You would go over what is LASIK? How does it work? Maybe show some surgery. All of this stuff very, very briefly is okay, but to spend half an hour on it, you’re missing the point of having somebody right in front of you who is there, the ball of emotion, a ball of nerves. They have this huge fear that’s coming into the room before them.
The webinar is your chance to acknowledge that, address that, form a relationship, and show them that you care, understand, get them, and see them. By doing that, you’re going to blow your competition out of the water because your competitor is talking about “what is LASIK?” They’re showing a picture of a laser, and they’re getting very, very technical.
When you have this opportunity to have somebody on their screen with a webinar zooming into their house, talking about, “Wow, this is a scary process for you. Did you know that many people are afraid of this, and it’s normal? So if you can just get yourself to do this next little step, which is a free consultation, well, then that’s all you have to do next. It might not even be for you. We don’t even know if you’re suitable yet.”
Suppose you can just form that relationship and think of not selling surgery at the webinar, but forming that emotional connection and letting them see that you care about their patient journey and prospects. In that case, this can be a highly effective closing device within a marketing campaign. If you have the opportunity and somebody who can do that, and again, not everybody can do it, but I think most people with coaching can get up to speed, then add that into your marketing toolkit.