Your messages need to appeal to both these aspects, and this is particularly true when they are in your clinic seeking treatment. A business that is not properly positioned - there's a huge difference between a Physiotherapy Wellness Centre and a Physiotherapy Clinic. I am sure in your mind's eye your own business is different than the other competitors in your market.
Understanding this difference and being able to communicate it is at the heart of positioning. How you position your business will have a direct impact on the types of customers you attract. Offering non-differentiated services -- if you offer the email list exact same services as your competitors, with similar operating hours, then the only thing you can compete on is price. There is no such thing as a commodity practice, only practices that are marketed like commodities.
The key to growing any business is having the ability to differentiate your products and services from competitive offerings. Also, offering differentiated services often enables a business to increase margins or create additional revenue streams outside consulting fees. Failure to continually market the business -- business owners often make two major mistakes when it comes to marketing: a) reducing marketing expenditures during soft economic times and b) failing to invest in marketing when business is good.