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Do you REALLY understand who you want to help?

Dr. Avi: Good day folks, I’m Dr. Avi here.

Today I wanted to talk to you really about understanding who really is your target audience. Many people in the health and wellness industry even CEO’s, entrepreneurs, sometimes we’ve been in the business so long or we’ve been doing our service or running our practices for such a long time that we forget to understand who really our target audience or target market is and who is it exactly that we want to serve in the world and that’s happened to me in the last couple of weeks.

I’ve really realized that I really need to focus on the leaders, the people that are really making a big difference in the world and they don’t necessarily have to be the leaders that one big organizations, they can also be consultants, other risk takers, and people that really think big and are willing to take the risks and do what it takes to serve the broadest population and change the world of health care and well-being. I’ve really gone back to that state of thinking, who really is the target audience that I’m really wanting to serve?

Once you figure that out, after that you want to figure out what are their major challenges? What are the biggest problems that they’re currently experiencing in their lives? Are they looking for better health? Are they looking for better relationships? Are they looking for more money? Are they looking for more certainty? What is it exactly that is the biggest problem that they currently experience?

Once you find that out you actually need to go to that such a great level of detail as to their biggest problems and challenges, so that you understand their problems and challenges better than they do themselves. If you’re treating people with back pain, for example, then you need to understand the anguish, the aggravation, the frustrations, the joys that that person experiences to a greater degree than they experience themselves and in all your marketing and your communications you need to have those messages incorporated into your communications, to that a particular customer or patient or target audience.

This is something that I’ve been doing as well as understanding what are the greatest challenges in health care and wellness today? What are the leader’s problems? How can I articulate those problems better than they can do themselves? As I said, I’m always very transparent about how I go about my business and as I do that I want to share those learnings with you as well, so you can develop your health and wellness organizations to a higher degree of success.

Finally, it’s only when you’ve done these exercises do you create your product or create your offering and communicate what your value proposition is to that target audience. That’s step number four, so really, as I’ve said the first step is to identify who is the target audience that you really want to serve? What are their income levels? Where do they hang out? Where do they work? What types of jobs do they have? What are their dreams, their aspirations? What are their greatest problems? What websites do they read or visit? What newspapers or articles do they frequent? Or magazines? Where do they get their media from?

It’s so important to get such a crystallized level of detail in terms of the people that you want to serve, because once you figure that out then figure out what are the greatest challenges, the next step, articulate that problem better than they can do themselves, and it’s only then that you develop your offer or your product or your service and communicate what that service is all about.

I hope these tips have really helped you refocus and retarget your energy into the people that you really, really want to serve in the world. I’m Dr. Avi, bye for now.

About the Author: Dr Avnesh Ratnanesan

Dr Avi is a medical doctor with broad healthcare sector experience including hospitals, biotech, pharmaceuticals and the wellness industry. He is a leading expert who coaches and consults to senior executives, entrepreneurs, practitioners, organisations and governments.