Issue 1 - January 2003

Keep your eyes on the ‘road’ to build your practice
by Ivan Delman, D.C.

I used to race cars. During my learning years of racing, when another driver tried to pass me, I had a tendency to watch the competitor in my rear-view mirror more than to pay attention to holding a good line around the track. This usually resulted in my making a mistake or increasing the distance between my car and the one I was trying to catch for the next position. I learned the hard way not to watch the other guy.

The lessons I learned as a race-car driver apply to chiropractic: Chiropractors should not give themselves whiplash by “watching the other guy.” If you do, you may become distracted and end up paying more attention to your competition than to your practice. Instead, keep your eyes “on the road.”

It’s good to be aware of how the other providers in your area function. But, it's better to invest your valuable time in playing your own marketing game. This means you must concentrate on your "racing line” – keeping a tight focus and continuing to build your version of a successful practice.

Your real competition is you – not someone else in the same or similar profession. In the real world of business management, concentrating your efforts on your own mission, goals and strategies results in success.

Tips to focus on your marketing

Here's some “don’ts” I continue to use that help keep me focused on my marketing. They may help you, too:

• Don't give a hoot who else is competing for your market. Some practices will be ahead of you and some will be behind. Just concentrate on improving yourself in light of your mission and goals. Play your own game.

• Don't let the naysayers pollute your thinking. If someone tells you, "I tried that and it doesn’t work!" do your own evaluation to determine why their marketing effort failed.

For example, in a failed advertising attempt, you'll usually find out that the ad had either been poorly written or had been badly placed in the advertising venue.

Whenever I have received negative advice without a balance of positive suggestions, I have found it usually came from losers or from those who didn’t like to see anyone succeed.

• Don't forget that the best solutions come from within. There's nothing wrong in getting ideas from others. But only you know if that advice will fit the best direction for your practice, or for that matter, your life.

• Don't be afraid to venture outside your comfort zone. While everyone is playing “follow the marketing leader” you'll have the opportunity to become your community's chiropractic leader. Do this by determining needs in your marketing area have not been addressed by the other providers. Then, come up with new concepts that will allow you to provide services for that missing community need.

Your new concepts do not have to be earth-shaking. They can be as easy as re-arranging your practice hours to better accommodate your current and future patients or mailing your new patients all the necessary paperwork prior to their appointment. This will speed up your intake procedures and will make that first visit less traumatic for your new patient.

My favorite is bragging to the community that when my patients come in for treatment, they hardly have time to sit down before their name is called. Our marketing proclaims, “We have minimal waiting in our office. We respect your time!” As you identify ideas to fill needs, only make promises that you can keep. Otherwise, those unfulfilled promises will turn around and bite you.

• Don't compromise your principles. Ethics are a system of moral principles which defines the difference between right and wrong. Sometimes deciding that difference is difficult. To simplify that process, I use the Rotary Four-Way Test:

During the decision-making process, I ask myself the following questions:

• Is it the truth?

• Is it fair for all concerned?

• Will it build good will and better friendships?

• Will it be beneficial to all?

If you can answer “yes” to these questions, the decision is probably ethical.

By focusing your efforts on good planning and sound, ethical programs, your practice will steadily move upward to the whatever level you desire. By “keeping your eyes on the road” instead of “watching the other guy,” you’ll soon be the expert people seek for advice.

_ Ivan Delman, DC, is the author of How to Prosper AFTER Startup.