July 2002

The Special Report
Making the Most of This Low Budget, High Impact Marketing Tool
By Lynne Sullivan, DC

One of the lowest budget, highest impact marketing tools you can use to increase patient retention and recruitment rates is the “special report,” also known as spinal care “classes.” The benefits are many. The report motivates the doctor and keeps him or her excited about chiropractic. It gives patients a true understanding of the philosophy of chiropractic. It helps to build patient rapport and is a powerful patient referral tool.

The excuses for not offering the special report are many. The biggest is probably the fear of public speaking. However, your purpose and passion for chiropractic are stronger than a few butterflies in the stomach, aren’t they? Just like jumping off a high dive, the more you do speak in front of others, the easier it usually gets.

Another excuse may be that you feel you don’t have the right tools (you know, high-tech, fancy, high-priced stuff). However, you don’t need all of that. Start modestly and focus on your message, not the medium. If you don’t already have one, purchase an inexpensive and easy-to-use chiropractic flip chart. Even if you spend just a short time explaining how you feel about chiropractic and share some wonderful stories of the patients you have helped, it will be time well-spent. Open up the floor to questions at the end, and you will be surprised what a positive response you receive.

Another concern that many doctors have is that not enough patients will come. If you publicize the report and tell patients about why it will be beneficial, you will receive a better turn-out. You can tell patients that many of the people who come to the special report sessions tend get well faster, spend less time and money in the chiropractic office, and often get better results.

Another fear that some doctors may have is that they don’t want to appear as if they are giving a sales pitch. If you keep the focus on educating your patients so they can play an active role in improving their health, you will easily overcome that concern.

The special report should be held in your office. If you need more seating, fold-up chairs work well. Don’t call these events a “class” - not too many people like the idea of going to class. Instead, invite your patients - and their family, friends, etc. - to attend a special report at your office. The report should be held during the week either in the evening, at lunch, or both - usually at least once or twice per month. The report should last approximately 45 minutes, but no longer than one hour.ess Systems, helping other chiropractors achieve their goals. Dr. Sullivan can be reached at 925-855-1635.

Here are some key factors. Expect people to come to at least one report, and make it a requirement in your office. Make the patient an appointment to attend, and get a list of their friends and family who may also be attending. Their adjustment appointment should be done right before the special report; this helps gets them there. A note should be placed on your patients’ travel cards so you can remind them, and your staff should also call them the day before to confirm their attendance.

During the report, it’s important that patients fully understand what a subluxation is and the serious health consequences if it’s not treated. Let them know the benefits of what you do, and the types of health problems you can treat. Show before and after X-rays. Explain the benefits of long-term care and what will happen if they don’t follow through. Talk about how the nervous system affects all the organs in the body.

Let your patients know that chiropractors are much more than back and neck doctors. Explain to them that we are nerve doctors. Let them know about chiropractic’s unique approach to health. Let them know that patients who receive long-term chiropractic care enjoy better health. Explain the difference between chiropractic and medicine.

At the close, share an emotional story about a patient. Then give the patients a pad of paper. After thanking them for attending, ask them to write their name at the top of the page. Then ask them to write the name of their significant other, if any; the names of any children, regardless of their ages; and a few other family members or close friends. Tell them that for everyone they have listed, you are going to give them an opportunity to come into your office for a complete case history and consultation, a thorough chiropractic evaluation, plus a surface EMG test, all at no charge. Let them know your normal fee is $250. You can extend the offer to any friends, relatives, co-workers, neighbors, or anyone they can think of. You should then ask them to talk with the people on their list and let them know your office will be contacting them; in a week or so, you can follow up with a phone call.

At the end of the evening, you and your staff should thank the patients for coming and congratulate them on their commitment to health. The patients then turn in their sheets and are given a packet of chiropractic literature. The next day, you should follow up with a thank you note and, if you like, a signed copy of an educational book about chiropractic.

Ideally, about five to 10 people should attend each special report, and it’s likely you may get up to four to five leads from each person. Once your system really gets going, it’s possible to bring in up to 20 to 40 new patients per month in a higher-volume practice from this activity. In addition, the special report helps educate patients and encourages them to follow through with care. The patients who attend the reports are more likely to stay on for wellness care.
Give it a try - you won’t be disappointed.

Dr. Sullivan graduated from Life-West as the class valedictorian in 1986. Since that time, she has developed a high-volume, family-oriented practice focusing on wellness care. She is a coach with Ward Succ