Matthew Gillogly explains why customers buy outcomes, not products. Someone doesn't want a diet plan; they want to play golf again or look great at their daughter's wedding. Focus on the emotional result, not the procedure.
You wanna know what your patient buys? What does your patient buy? Do they buy a procedure? Outcome. Outcome. Why did I have my back done? Because I wanted to play golf. And not just play golf, but play golf at a high level. Never lose sight of the fact they're not coming to you for weight loss. They're coming to you because they wanna look great at their daughter's wedding, or they just got divorced and they wanna make their ex-husband jealous and envious. Or they want to prevent their husband from having an affair, or the guy loses weight, or the guy gets hair, or whatever it is, they're doing it for something completely different than what you think.
OUT OF THE SYSTEM | How 100,000 Free Doctors Could Save Healthcare $40 Trillion
