This week Melanie McGrice and I wanted to give you a sneak peek into one of the case studies from our ebook “Marketing for success:  secrets to help dietitians stand out from the crowd.”

Melanie and I have spent the last year interviewing inspiring dietitians from all around the world on their marketing secrets.  One of the amazing dietitians we interviewed was Patricia Chuey, a leading Canadian dietitian, about her tips on defining your target market.

1.     Who is your target market?

I have been given the title “The People’s Dietitian” by the media; this reflects my style of always striving to be very approachable and relate-able for consumers.  Those I work with most typically want assistance with improving their eating habits in areas such as meal ideas, grocery shopping, fueling a busy family, weight loss, diabetes and/or coeliac disease.

2.   What tips would you provide for other dietitians wanting to understand their clients better?

·      Let them know that you, like their doctor, relatives and other resources they access are one source of information and ideas for them but it is ultimately up to them to decide what eating philosophies and advice make the most sense in their own life and will be consistently do-able in achieving optimal health. They are the owner of the issue, not you.

·      Most consumers are not writers. They may not know that just because something is in print it may not be true or backed by solid science. It has been my experience that if consumers see someone giving a presentation or read something that person has written, they must be an “expert” whether they are or not.

·      Take time to ask why they have struggled to make healthy eating a reality in their life. Perhaps it is not due to a lack of ideas and advice but rather a lack of motivation, emotional barriers or other non-nutritional issues. In this case, encourage them to see a specialist in these areas instead of you. They will thank you for it and still refer to you when they feel great and have achieved success.

·      Read the magazines they read, watch the shows they watch. Understand the places they get information from. Some of it will be accurate, some of it won’t be.

·      Evaluate your work. Ask your clients if they found their time with you helpful, what they learned and what could be improved upon.

Turn to the voices of experience who understand how to help dietitians stand out from the crowd. Click here to purchase Maree Ferguson and Melanie McGrice​’s e-book, “Marketing for Success.”