A brand is a powerful thing. Think of Kleenex facial tissue, which has name dominance in its market. The goal of the marketers for Kleenex was to create a presence of mind around their product so that when consumers needed to blow their noses, Kleenex immediately came to mind. When your nose is running, do you ask for facial tissue or do you ask for a Kleenex?

By Robert S. Striker, MBA, DC

Whether we like it or not, the majority of patients go to a chiropractor when they are experiencing pain, not because a marketing effort inspired them to schedule a maintenance visit. By creating an image for yourself as a sports medicine chiropractor and owning a piece of real estate in the public’s head, you will be the first doctor an individual thinks of when he or she is in need of sports medicine services.

Developing a brand requires time, dedication, and a structured progression of events. By branding yourself as a sports medicine chiropractor, you are targeting a specific audience.

Areas you can focus on include:
• Pre-season training
• Off-season conditioning
• Injury rehabilitation
• Sports physicals
• Practice or game doctor
• Sports nutrition
• Coaching positions
• Sponsoring a team.

Steps in creating your brand

• Do a market analysis. When creating your brand, first determine if a market exists. This involves learning everything you can about your target audience. Consider current consumers, potential prospects and relevant competition.

Determine why they are or are not using other sports-medicine services in the area. Why aren’t they using you? Are their needs being met? Who are the key decision makers? Determine what the competition is doing that you are not.

• Create an image. Ultimately, your goal is to create the image that you are the preeminent sports medicine chiropractor. You must put yourself in the shoes of each person or group you are trying to reach and then give them what they want. You must understand the consumer.

The best way to determine what someone wants or needs is to ask. Introduce yourself via a letter or speaking engagement, or at a seminar or tradeshow. Possibly have a questionnaire developed that asks specific questions about what they may need. Then, tailor your services to fit those needs, specifically outlining what you can do for them.

• Develop a brand message. The next step is to develop the brand message. One thing to keep in the forefront of your mind is the idea of brand consistency. The theme of the message must be continuous and understood by consumers, employees, media and partners so that there is no confusion between you and one of your competitors.

Again, you must consider your audience. If you are seeking referrals from an orthopedist, your wording will be different than if you are trying to build a relationship with the local high school athletic director, and different yet if you are targeting the collegiate level. Because each segment will value your services differently, the wording may differ; however, the message will still be consistent.

• Position your name. The unique place you hold in a consumer’s mind is called positioning. You create a distinctive offering within that position by providing the consumer with something that they value. Incorporate other positive aspects of your office into your primary message, such as:

• The most convenient sports medicine clinic in XYZ city.

• The most advanced diagnostic/treatment/technological equipment of any sports medicine facility within XYZ miles.

• The sports medicine chiropractor voted ‘best in city’ by the XYZ News.

• Communicate. Even the best message is not very useful if no one hears it. Public mass media advertising includes television, radio and print ads. Private advertising such as direct marketing and telemarketing is designed to be customized and appeal to individuals on a more personal level. Research shows that different combinations of media vehicles produce different responses among consumer groups. It is important to keep track of where new patients come from in an attempt to gauge which combinations are the most effective in generating traffic in your office.

Communication is designed to do two things. Generate patients and build the brand. If it is not accomplishing these two goals, reconsider your communication efforts. The most effective advertising is something that grabs the attention of your target audience, so be creative.

Dr. Robert Striker is a 1999 graduate of New York Chiropractic College and earned an MBA from The Pennsylvania State University. He practices in Philadelphia. He can be reached at rss155@psu.edu.