Issue 1 - January 2005

Becoming unique
What do you have that no one else has?
By Michelle Geller-Vino

According to Chiropractic Economics “2004 Salary and Expense Survey” (Vol. 50, #6), within a five-mile area of your office, you can expect to find, on average, 17 chiropractic clinics. That is a lot of chiropractors vying for the public’s attention and business.

If you plan to be in business tomorrow, you must stand out from your competition today. You must find what sets you apart from the other 16 chiropractors in your neighborhood.

Differentiating your practice from the rest is the ultimate competitive advantage. By differentiating your practice, you give your patients and potential patients reasons to choose you as their chiropractor over your neighbor.

What sets you apart? Ask yourself the following questions to identify your strengths and determine how your practice is special.

1. Do you have the most up-to-date technology in your office? Today’s diagnostic equipment allows you — and your patients — to “see” subluxations. The equipment not only diagnoses and helps you treat, it also provides you with visual aids to educate your patients.

Another example of technology is digitized x-rays. The technology offers a number of benefits —from speedier execution to improved resolution for better diagnosis. All of this is important to patients, who can also walk away with a copy of their x-rays on CD.

Patients believe that doctors who use up-to-date tech-nology are much more “in the know.” They trust these doctors and tend to comply with their recommendations.

2. Do you have an interactive Web site for your practice? This type of Web site allows patients and potential patients to learn about you, your office, your staff and the services you provide.

The Web site can provide educational materials in a variety of media, to help patients learn the value of chiropractic.

And perhaps most importantly — patients can download and complete new-patient forms prior to coming in to your office — a real time-saver for them.

3. Do you use a computerized note-taking system? Perhaps the most obvious benefits to having a computerized note-taking system are speed, efficiency and being able to focus on details. A computerized system also allows you to deliver notes and claims forms to insurance companies and attorneys promptly and accurately.

4. Do you offer a variety of services such as massage, acupuncture and nutrition counseling? These services make your practice convenient and well-rounded — a one-stop healthcare center for your patients.

5. Do you have expertise in treating individuals in a particular demographic? In other words, do you specialize in children? Athletes? Older patients? Having a specialty makes you “the one” to go to, if you are in that unique demographic group. Patients in that demographic relate to your expertise.

6. Do you have a family practice? Having a well-rounded family practice can establish you as a primary-care doctor and allow you to treat more people in your community.

7. Do you treat a variety of specific conditions such as headaches, allergies, arthritis, TMJ and scoliosis? The general public has a perception that chiropractic only deals with the spine. Just as you can become the “doctor of choice” for a particular demographic population, you can become the doctor of choice for treating a specific condition.

8. Do you attend seminars, read current research and participate in a mastermind group? Graduation from chiropractic college is not the end to your formal learning. Your education — especially specialized education and training — can differentiate you from your competitors.

9. Is your office staff well trained? A winning office support team who is well trained, likeable and committed is a necessity. Competent chiropractic assistants are the backbones of the office. They make your practice's first impression on your patients. They can make your office “feel” better and different from any other in your area.

Answering these questions identifies your strengths. But the strengths in themselves are not unique selling points (USPs). The second step in identifying your USP is to find out your uniqueness. That requires looking at what your competitors offer.

Use the above questions to take an inventory of the services practices in your area offer. Then analyze the information: What do you have that no one else has? That is your USP.

If you find that you have no unique selling features, work on developing at least one.

Ask your patients what they need and want. Satisfying their needs and wants can help you develop your unique selling proposition.

Keep in mind that differentiating your practice is an ongoing process. The need and market for chiropractic care is always changing. You can’t be afraid to change with it, just as long as you do it in your own individual way.