Issue 1 - January 2005

How to keep your name in front of your patients
By Susan Hoy

The closest thing to a magic bullet in marketing is consistency. Marketing experts say it takes nine impressions to create an action. Consequently, advertising one time or holding a once-a-year promotion will not result in name recognition.

How can you consistently keep your name in front of your patients? Here are some tips:

• Practice brochure. Every practice needs a brochure that introduces you and your office and creates a feeling of confidence, trust and experience.

The brochure should include your picture and a short introduction, a brief explanation about chiropractic care, your practice philosophy, your mission statement, a list of your services, answers to commonly asked questions, your phone and fax numbers, e-mail address, Web site and directions.

Include the brochure in your new patient referral packets as well as doctor referral packets. Hand them out at outside marketing events. And send them to callers who inquire about care but do not make an appointment with the initial call.

• Patient newsletter. Newsletters do not have to be journalistic endeavors, but they should be personalized and should be sent out regularly.

Give the newsletter to your active patients during their visit and send it to inactive patients. Also, send the newsletter to local businesses, your local chamber of commerce, schools, school nurses, dance studios, theaters, orchestras, hotels, restaurants, salons, barbers, fitness facility and attorneys.

• Specialist newsletter. If you want to promote your specialty, send a newsletter to targeted patients about how chiropractic care can help address their particular condition.

You might consider including information on ADL protocols, as well as nutrition and diet and exercise. Send these “specialty” newsletters to primary-care physicians, dentists, psychologists, OBGYN MDs, podiatrists, personal trainers and any other healthcare specialist from whom you would like to receive referrals. Include your practice brochure the first time you send a newsletter. Better yet, deliver it personally.

• Reactivation letters. Send reactivation letters at specific time periods, such as three months, six months, one year and two years.

Also, send reactivation letters seasonally, as a reminder to get an adjustment to better tackle the chores of the season (such as planting a garden, raking leaves or shoveling snow).

• Birthday cards and notes. All patients — active and inactive — appreciate a personalized card to recognize birthdays, special occasions (such as weddings or anniversaries), or solemn occasions (such as a death in the family).

Sign the card yourself and have it hand addressed.

• Special events. Send a letter inviting your inactive patients to come in for a special event.

• What’s new? Have you added a new PPO to your list? Or a new service to your practice? Do you have a new associate or a new employee? Have you purchased a new piece of equipment for patient care? These are all reasons to get in touch with your patients, especially inactive patients.

• Patient survey. Ask your patients to complete a report card on your office in a simple patient survey form.