Here I go again – getting myself into hot water with regulatory bodies about the use of testimonials in our advertising.
Many of you know that many countries governing professional bodies have restrictions on the use of testimonials from past patients about the success of a specific clinician or health program.
However – I continue to see many ways of using testimonials in a less obvious way – and unlikely to raise the ire of the regulators.
One great example I heard the other day was from a car insurance company – trying to get more market share.
Their advert said something like :
“Join our current 500,000 members and save on your car insurance“.
Now – how is this a testimonial?
Well – most of us are not risk takers and no one likes to be the first guy over the hill taking the bullets.
This simple reference to the size of their current member list – gives the potential new member the security of knowing that there are a lot of people who have already made the decision to join this company.
This gives us confidence and security.
How can we use this in health care marketing?
How about things like:
– a photo of your 3000th client – with a voucher for a free reward of some kind.
– mention of the “30,000 treatments” you have conducted over the past years.
– photos of you with a sporting celebrity hanging in your office.
Now I know I am going to get email replies saying – you cannot do that – etc etc – but rather than sitting back – complaining about the regulators and doing nothing – I prefer to push the envelope a little.
One of my mentors told me :
“It is better to ask for forgiveness than to ask for permission“.
I have done this many times in my career – as I am sure many of you know.
I hope this article makes you think long and hard about how you are using – or could use – testimonials in your health business marketing.
In my marketing bootcamps I give you over 30 ways to prove how good you are that do not involve actual patient testimonials as we know them.
If you have not yet registered or attended these bootcamps – click on the link below to find out more: