Issue 7 - May 2004

Success File By Bob Levoy
Take the high road to become better known

I received a lot of inquiries from chiropractors following my column about panic marketing (Issue 3, March 1, 2004, “Don’t panic market — create credibility instead”). They asked for other ideas to become better known in their communities — without using advertising, direct mail and other forms of self-promotion. Additional options include:

•  Sponsoring scholarship programs for students interested in entering the chiropractic profession.

•  Volunteering your resources as an injury-prevention speaker to youth sports programs. Topics could include the use of helmets and other protective devices for skateboarding, rollerblading, bicycling and contact sports or the dangers of anabolic steroids.

•  Volunteering at shelters, food banks, hospitals, rescue squads and senior-citizen and child-care centers. You don’t have to limit your volunteerism to chiropractic skills. Many of these organizations need individuals to run their daily activities as well as specialty events.

•  Closing the office for the day and volunteering for Special Olympics or Habitat for Humanity-type programs. Get your employees involved — not only will you be giving them the opportunity to feel good about themselves, but they will also think more of you.

•  Asking your employees for their input about what they would like to do. Give them a few hours off every week or month to volunteer in community activities.

When volunteering outside the office, provide everyone with caps, shirts and/or jackets customized with your practice name and logo. It enhances the camaraderie among the staff, increases name recognition and enhances your reputation.

Media Exposure Boosts Credibility
“It’s amazing,” says Dr. Bernardine Cruz, “how your credibility goes up when you appear on local radio or TV, or are written about in the local newspaper. You’re the same doctor you’ve always been, but being in the media suddenly makes you an ‘expert’ and makes people think, ‘You must really be good.’ Such exposure on a regular basis is a low-cost, highly effective way to become better known in your community and will greatly benefit your practice.”

Cruz has done one-minute segments on local radio in Los Angeles. She also does segments for “Smart Solutions,” a nationally broadcast show on the cable channel HGTV (Home and Garden Television). Her suggestions for getting exposure in your local media:

•  Write the producer of a radio or TV show (or newspaper columnist) for which you think your message would be a good fit. Keep it low-key, such as, “If you ever need someone to talk about _____, please call me.” Include a brief background about yourself and your practice. If a need arises, you may be called (which is exactly the way it worked for Cruz when she first started out).

•  More effective than writing, simply go to the station or newspaper, introduce yourself to the proper person and ask the same question.

•  Present a topic of interest. The interview isn’t going to be about you or your practice. It’s going to be about a topic of interest to their listeners, viewers or readers — something that affects them personally.

•  Have realistic expectations: It may take many tries before you’re called for an interview. When it happens, be willing to do it on short notice or, conversely, accept a last-minute cancellation (because of a late-breaking story). Your patients will be impressed but it will likely take repeated exposures in the media to attract new patients.

Keep in mind that the smaller the market, the better your chances are of getting on radio or TV, or written about in the local newspaper.

Bob Levoy is a seminar speaker and writer. He can be reached at 516-626-1353.