Monday Morning Motivation from Patient Media, Inc.
William D. Esteb (bill@patientmedia.com)
(800) 486-2337 for more information.
http://www.patientmedia.com

If you conduct lay lectures, health classes or other 
special events in your office, promote them by explaining 
the patient benefits, not the "features" of your event.

The less effective feature approach: "We'd like you to 
join us for our next Get Well Seminar. All of our new 
patients are invited. You'll learn a lot about stress 
reduction, proper nutrition, rest, exercise and the 
nature of true health. May I put you down for 6 PM next 
Wednesday?"

The more effective benefits approach: "You're invited to 
attend our next Get Well Seminar that we put on for all 
our new patients. The doctor will show you ways to save 
money, get well faster and avoid a relapse. It's 
entertaining, informative and lots of fun. May I reserve 
a space for you and your husband for 6 PM next Wednesday?"

The "features" approach is office-centered and often 
addresses things patients need. The "benefits" approach 
is patient-centered and addresses issues patients want. 
Remembering to translate features into benefits can 
improve virtually every form of patient communication.