Is often spoken of the need to orient companies toward customers, not the products.  All these aspects give us an easy read and clear: there is a part of the sector capable of creating and operating their advantage at the level of costs, access to low cost of technological innovation, productivity and standardization of supply and sustainable development strategies marketing that generate more users.

But can we admit that we are creating satisfied customers or users made up?

The current reality is that we belong to an industry like any other, tends to standardization and globalization, and that this standardization of services takes advantage of strong demand that generates three immediate symptoms:

1. The low investment in customer loyalty
The reality is that generally invest too much in communicating what we offer and pay little attention to internal flows (the-how-it offer). We have constant attacks Marketing myopia, investing large sums of money to attract customers, create campaigns, create strategies and promotions … but it seems that we do not realize that our migration rates are the same as five years ago.

2. Systematic copying services and concepts and non-creativity
We spend too little time to create an internal traffic information and training in our companies. This hinders creativity and worse if we consider the ignorance we have about the “promise of value” that our customer asked us to join, and ultimately met or not, too often we choose to copy what the competition, with the confidence to fight with the same weapons (but the “promise” is still there but we decided that this issue is not going with us).

3. The non-differentiation from competition
The result of all this is that when the difference becomes something more objective than a few square meters more or less, that some machines more or less, and that a low or so, we face a problem of systematic imitation of services concepts and sales messages, and this is not creative.

Be creative

Yes, but not clumsy. First, we should refocus our company towards the center of all business strategy: the client and to this end, we know it inside and get to know ourselves thoroughly. Some successful companies adopt values ??that are fundamental when it comes to health as well:

or believe and want to be the best at something, not at all
or believe in the importance of people (customers and employees)
or believe that our service will always be improved
o Design these tools to improve or find one who does
o Have a clear mission and corporate focus

It is evident that to know where we go, we know where we are, and that means get to know the capabilities of our staff, their level of involvement, operational costs we face and the various performance indicators we have to deal with the to assess any action.

Managing the information

After analyzing all the indicators we can assess whether or not an injection of creativity can help us, but it is essential to determine earlier if:

or our services, do give us a distinctive position in the market?
o We provide tangible benefits and tailored to each client or rather offer a unique benefit for one or two types of customers?
o satisfy the desires of our customers? (It is important to note that a desire may be different than a tangible result, as we also speak of experiences).

Once we clear all these points, we can evaluate with sufficient data on which part of our business structure takes some creativity to solve a problem. For example when:

o We have identified that a large percentage of our casualties are at an age group or sex.

o When the management indicators show that our costs are apportioned subjectively also about our services, but do not know the target return for each of them.

o We polled our customers and we have determined that aspects such as personalization, extensive schedule of activities or the attainment of results are important to them.

Health Talk

Interestingly, sports services more and more often have more to do with health-related benefits and quality of life and that has led to a change in the behavior of our customers. Just keep in mind:

o The purchase of health services is rational, ie, is based on needs and rarely buy on impulse.

or the customer who values ??their health needs and possibilities usually mixed, so it is also very proactive client to access services of aesthetics, program objectives, etc..

o The health service consumer can be educated on issues related to sports services. However, the systematic entry of concepts related to health requires reshaping our customers about the values ??and direct benefits to which you can count on new services or strategies to get moving.

Business ethics in sports

Marketing techniques can be adapted to health services without any restriction and sports ethics, with regard to market research that identified the needs of our internal audience or potential, communication skills seeking to disclose aspects on how to improve quality of life, and so on. But it is equally true that the concept of health is now beyond the benefits of sport and physical activity in the body: now we speak of special populations, osteoporosis, back conditions, aesthetics and diseases of the developed world: heart problems, stress and so on.

An orientation overly “creative” of our services can lead us to think that if we communicate that we can address some clients actually attend and will surely increase our rate of return business. And this is completely false and attentive on point 2 we mentioned above.

Ethics therefore requires careful compliance with the priority of the professionalization and training on any aspect of the communication or marketing, because in the end is what we are health professionals and physical activity. And we can be more or less creative, but never more or less professional.

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