By Patricia Hospy, DC

If you’re wondering what chiropractic and big-time retail could have in common, you may be missing some of the best business concepts out there for practice development and patient retention.

But the inability to easily see this connection stems from the common misperception that chiropractic is so unique that only chiro-specific marketing methods and systems will work.

Get off the island
You could be limiting yourself by spending too much time looking for industry-specific magic bullets while rejecting time-proven generic business strategies as non-applicable to your purposes.

If you learn to focus on what you have in common with seemingly diverse businesses, you can borrow what works for them and apply those strategies to your own operation. You’ll discover that you’re not so different after all.

Look for networking groups, chamber of commerce meetings, clubs and associations, and any other venues where local business owners meet and mingle. Make business-development strategies a new topic of conversation and listen with a more critical ear to how your peers in the community solve their marketing, advertising and customer-service issues.

When you open your thinking and expand your mind, you’ll find your way off the island and back onto the continent of business opportunity.

Apply retail theories
In retail, for example, business owners and managers regularly “walk the sales floor” to see how things look from the customer’s vantage point and to evaluate how the operation is competing locally.

At a minimum, managers make sure their stock is current and tailored to the market, shelves are full, the store is clean and tidy and service is promptly provided with a smile. But successful retailers are always looking for a competitive edge — something that will keep customers coming back.

Make ‘something out of nothing’
One popular retail technique that DCs largely underutilize is promotions. One definition of “promotions” broadly refers to brief, periodic or seasonal events coupled with advertising, public relations, incentives or any combination of these.

Study your Sunday newspaper inserts with a discerning eye to see how retailers have made “something out of nothing” in order to create a saleable event or a reason for customers to return. You’ll notice the variety of ways they have found to create something new, different or interesting at their places of business. It’s how they keep their stores fresh and appealing while never being significantly different at all.

Retailers have the advantage of being able to offer ever-changing merchandise, but that’s not all they do to keep things interesting. They regularly change floor plans, displays and seasonable décor. And they do promos that feature cooking demonstrations, flower shows, benefits, special guest appearances and other events that aren’t necessarily focused on the merchandise. It’s all about keeping consumer interest and keeping them coming back — for something.

Hidden messages
Another point to consider is that retailers hope they can turn a one-time shopper into a life-long customer. They assume that you need and want what they have to offer and that you will return to buy more.

Could there be a message in this for you and your patients?
If chiropractic care is considered to be of ongoing benefit to patients, as in wellness or maintenance-care models, what messages are you sending? Is your practice also active and dynamic, or static and unchanging? Do you create an environment to which patients are eager to return, or are they unlikely to miss anything by staying away? And are you communicating to patients that they are expected to return — with regularity?

Promotional planning
One way to send that message in your practice is through regular in-office promotions. Promotions should focus on maximizing or tying in with seasonal, regional or local topics of interest with the potential for publicity or other associated visibility or benefit to your practice.

The themes are endless but those with local interest tend to have more “resonance” and are more likely to yield a published press release or other coverage.

Choose themes and promotional programs that will appeal to your target market or your existing patient base and that are manageable for you and your staff. Regional and local themes will differ, but seasonal health topics and the quarterly flow of fitness plans, summer sports, back-to-school and holiday stress are popular choices.

Christina West, DC, owner of Chiropractic Family Care in Half Moon Bay, Calif., has been creating her own office promotions for the 15 years she’s been practicing there.

“I’ve done everything from huge open houses and big kids’ events with Chiro Bear, to women’s health care classes and nutritional workshops,” says West. “Every event is worthwhile. Big events get your name out there and also show the community you’re not just out for the income; you also have a service intention. Smaller events create and recreate interest in the practice for existing patients. And all promotions keep the doctor stimulated to keep his or her own talents fresh.”

Sage advice from someone who keeps the promotional wheels turning at all times.

Simple to astounding
Big events generating lots of publicity are great, but they may not be your ultimate goal. Smaller in-office promotions that just speak to your existing patients and their referrals may be your objective, such as patient appreciation days, seasonal celebrations, and educational offerings.

Putting an extra “spin” on your events by externalizing them through press releases, newspaper stories or coverage, window banners, mailers and advertising involves a little more work and planning, but can be well worth the effort.

Name your promotion
Other successful themes include charity tie-ins and benefits, health lectures and workshops, grand openings, seasonal open houses, chamber of commerce mixers, children’s events and teamed promotions with community groups, schools and other businesses such as nutritional stores or other complementary health professionals.

Additional “fresh” ideas include launching a new Web site or newsletter, introducing a new associate, acquiring new credentials or equipment or announcing an office remodel.
Remember, the great thing about promotions is that you can make your own “something out of nothing” that is completely tailored to your patients, your community or your target market. Promotions have the power of high-quality face-to-face marketing, along with “finding your door” and numerous other attributes, especially when they are done well.

Every practice can benefit by adding interest, activity and a fresh spin to their office environment. And it may be time for a field trip to your local mall, chamber of commerce or other enterprise, but with a slightly different objective than usual. There just may be an idea or two you find there that you could use in your own business.

Patricia Hospy, DC is president of The Parian Company, a San Francisco Bay Area communication and marketing consulting firm. She trains chiropractors on promoting their practices affordably through a combination of marketing planning and community visibility. Dr. Hospy can be reached at 650-557-0071 or through www.pariancompany.com.