Issue 1 - January 2005

A month-by-month marketing plan that aims high
Aim High Advertising, Marketing and Public Relations
By By Joe London,

1991 — As national chiropractic marketing specialists, we hear chiropractors comment: “I’ve tried TV, radio, direct mail, billboards, newspaper — everything. It just doesn’t work in this area or my city.”

My question to them: “Did you have a month-by-month plan laid out for the entire year?”

Only a small number ever respond “Yes!”

The same monthly principles and strategies of marketing and public relations used by great companies such as McDonald’s and Wal-Mart work for successful chiropractors in every section of America and will work in your area and practice if you formulate and execute them immediately and consistently.

Like any good business, you have four natural dynamics occurring right now in your practice:

1. Patients who frequent your office on a regular basis;

2. Past patients who come in only occasionally to your office but are still loyal;

3. Possibly a large file of former patients who have used your services in the past; and

4. Potential new patients who may have heard of your practice but have never been in your office.

Using these natural forces already in motion, you can readily cultivate new patients — both ethically and in a fun, family-oriented way that is essential in health care.

Just as big companies have a marketing budget, so should you. Set aside an amount of money every month to acquire new patients and build your practice. A moderate amount is 5 percent of gross sales; an aggressive budget is 10 percent of gross sales.

Then do a promotion every month. Set a different theme each month for your office and tie it in to chiropractic. Get your staff involved and solicit their ideas. Let them run the details of the promotions while you treat the patients.

Decorate the office, put up signs inside (outside, too, if you have signage), print fliers with your theme, think of inexpensive giveaways and perks to give patients a chance to win by registration or offer a gift for each referral.

Make sure each patient who walks through the door hears about the exciting, fun things happening in your office! Mail flyers each month to all inactive patients; also mail at random in your area.

12-MONTH MARKETING OUTLINE

Here are some ideas for a 12-month plan:

January: Chiropractic Resolution of Health

• Register to win a free exercise cycle.

• Refer a new patient and get two free therapy sessions and a free visit to a local health club.

February: Chiropractic Loves You Days

• Refer a new patient, get free candy or flowers.

• Patient Appreciation Day; free apples to honor George Washington’s birthday, free refreshments, free exams, consultations and blood pressure checks.

March: Lucky Irish Days

• Refer a new patient, get an umbrella.

• Register to win a free dinner for five.

April: Spring Flow of Natural Health

• Register for a free spring bouquet.

• Dinner and movie for referrals.

May: Happy Mother’s Day Celebration

• Mothers get a free adjustment.

• Refer a new patient, chance to win dinner and roses for your mom.

• Mother’s Appreciation Day. Invite all patients. Mothers get a free carnation, free exams, consultations, blood pressure checks, etc. Free refreshments (can be simple as cookies and punch).

June: American Flag Days

• New patients get a free American flag.

• Refer a new patient, get a free flag and pole.

July: Chiropractic Summer Picnic Days

• Give out free watermelons to new patients.

• Free summer picnic for referrals (chicken, trimmings, drinks, watermelon)

August: It’s Hot! Dog Days of Summer )

• Free small, stuffed toy dogs for new patients.

• Refer a new patient, get a ceiling fan to keep cool.

• Back to school checkups; free back to school scoliosis checks, back to school notebooks and pencils for each child; free exams and consultations.

September: Fall Football Days

• Each new patient gets a free football.

• Free gym membership to new patients.

• Refer a patient, get tickets to local game.

October: Chiropractic Trick or Treat

• Free pumpkin for referring a new patient.

• Free candy for kids who come in.

• X-ray Halloween candy as public service.

• Press release to TV, newspaper and radio.

November: Thanksgiving for Chiropractic

• Register to win a complete Thanksgiving dinner.

• For each new referral, make a $10 donation to a food drive in patient’s name.

December: Holiday Gift of Health

• December 7: Open House Holiday Patient Appreciation Day. Register to win a video game, free exams and consultations, refreshments.

• For each patient referral, donate a toy in patient’s name to less fortunate children.

Change the prizes and promotions to fit your area and your personal taste. Also, check state laws regarding advertising practices.

The month-by-month marketing plan can be accomplished and executed in-house by you and your staff. If you’ll follow and implement the month-by-month program, you’ll have a chiropractic marketing and public relations plan that aims high and produces even higher returns