Don't sell the "what's," sell the "why's."

July 10, 2024 | Tip of the week

“A big marketing buzzphrase right now is “category entry points.” Think about your patients, and the symptoms they’re experiencing.

While they might not know they have dry eye, they likely know they wake up with crusty eyelids, feel the sting after looking at a computer too long, and their eyes get scratchy when they blink after a windy day.

What is the feeling they’re trying to resolve? How can you improve their quality of life? If you focus on the symptoms, your patients are more likely to have an ah-ha moment, prompting them to take action.”

Source: Keri Sculland – Manager of Editing & Content Strategy, Marketing4ECPs

Don’t sell the “what’s,” sell the “why’s.”