How to Market Therapeutic Value

In my last post about Elements of Value, I described the value of well-being.  Perhaps a more obvious value is where health–related offers have therapeutic value.

What is It?

The focus here is not so much the value of well-being in support of other activities, as curing or relieving medical conditions.

Therapy should be provided by trained medical practitioners.  Many work independently of the health service.  For example, someone using massage to treat sports injury can practice independently.  If you pay for treatment privately, it is reasonable to ask about qualifications and accountability.

So, this heading covers a multitude of alternative therapies, eg hypnosis or homeopathy.

Sometimes therapy and well-being are closely related.  Stress coaching includes aspects of well-being, eg resilience coaching but can be therapeutic for acute stress.

Many products are therapeutic, eg clothing, food and drink, prosthetics, various aids.

Value to the Client

This is fairly straightforward.  Cure of acute conditions, eg sports injuries and mitigation of chronic conditions.

Remember there are other benefits.  Mitigation of a chronic condition has a major impact on the client’s comfort, relationships, effectiveness and prowess.  The value can be far greater than immediate relief of pain or disfigurement.

How to Get There

Probably a more important aspect of this element of value is providing evidence you are qualified to treat the condition.  Show you are qualified, accountable and effective:

  • Have you been trained to a standard where you can work with patients?
  • Are you part of an organisation that checks you are providing an effective and safe service?
  • Can you show you have treated people and they value your service?

Similar questions apply for products.

Your Offer

Remember to focus on the benefits of using your service.  Chronic conditions can last for years and people become accustomed to them.  What are the benefits of taking up your offer?

It is worth focusing on a single condition so prospects who search for you see clearly you have helped people with the same condition.  Sell the benefits and not the service.  If I have heard hypnotherapy helps people give up smoking, when I see the word I may not associate it with weight loss.  So, to engage my interest tell me what you treat and not so much about how you do it!

This is the fourteenth of 31 posts about elements of value.  Make sure you don’t miss any by signing up for the offer below.  The posts in this sequence can be accessed below:

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About the Author

I've been a community development worker since the early 1980s in Tyneside, Teesside and South Yorkshire. I've also worked nationally for the Methodist Church for eight years supporting community projects through the church's grants programme. These days I am developing an online community development practice combining non-directive consultancy, strategic management, participatory methods and development work online and offline. If you're interested contact me for a free consultation.