A System with a Century of Success . . . Goes Digital

 
 
 
A System with a Century of Success . . . Goes Digital
 
One of the most successful marketing systems for the creation of sales presentations, advertisements, publicity, customer service scripting, and publicity is AIDA. It is generally accepted by those who begin the creative process with a “blank” piece of paper, sorry screen, as the most accepted and effective method.
 
Most doctors have made peace with the fact that today having a Web site is a marketing, no, a business necessity. In our MARKETING SERVICES area you can find a number of talented Web site developers, and many of you have worked with them. The focus is, and must be, about using your Web site to increase revenue, attract new patients, and retain the ones you have.  
 
Once again, AIDA steps to the forefront as a time-tested method that you can now utilize to optimize your Web site. It will help you analyze what potential and current patients do on your site and what they expect to extract from it. Following is a brief history.  Please stay with me – it will be worth it!  
 
Background of AIDA:  
 
In 1898, American advertising and sales pioneer Elias St. Elmo Lewis developed a framework for describing the stages of consumer interest and behavior.  In effect, he created the modern concept of the sales funnel.  All people were thought to progress through four stages covered by the acronym “AIDA”.  It has been utilized for over a hundred years as a primary marketing tool.  AIDA stands for: Attention, Interest and Action.  
 
The person advertising/selling on paper or digitally must:  
  • First, gain the prospect’s attention and make them aware of the service or product. 
  • Next, foster interest in the benefits of the service or product. 
  • Then, stimulate the desire to buy and possess the service or product. 
  • Fourth, encourage action to purchase the service or product. Lewis believed this fourth stage was a natural result of moving through the first three stages.
     
  • In 1911, Frederick Sheldon extended Lewis’ system with the addition of a fifth stage, “permanent Satisfaction” to stress the importance of repeat sales and building a long-term customer relationship. The acronym became “AIDAS”.   
See, that was quick!  Ultimately your site must help the visitor answer two primary questions as you lead them through all the AIDA stages:
  • Do you and your practice have the features and benefits I desire? 
  • Why should I and/or my family decide to join your particular practice?   
 

Over the next four weeks we will provide the information necessary for you to positively answer these questions online.  We will review the AIDA system in detail. It is that important!  Next week, we’ll examine the “A” - Attention.  In the meantime, please think about these simple, yet important rules:
 
The Rules of Web Awareness*
  • If the visitor can’t find something easily, it does not exist.
     
  • If you emphasize too many topics, all of them lose importance. 
  • Any navigation delay increases frustration.

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