Build it well, and they will come
By Brent Campbell and Michelle Love-Johnson

Why settle for a good chiropractic business when it could be great? Or maybe you have found business to be challenging and want to bring it up to the level of "good." In either situation, marketing and public relations are essential to the success of your practice.

To illustrate, think of running your practice like building your dream home. You and your staff are the foundation.

However, selecting the right materials for the frame and the exterior can also make a big difference in your long-term success and profitability. Consistency is paramount — and success starts with a plan.

START WITH A STRATEGY

Draw the blueprint of your business by determining:

• Your budget;
• A unique selling proposition;
• Your ideal patients (target audience) and where to reach them (media list);
• How to utilize staff and existing patients as tools to build your practice;
• How and over what period you will execute your program; and
• How you will track and measure its effectiveness.

An outside consultant or agency can be very beneficial in helping you construct your frame and maximize your marketing dollars — after all, you are an expert in chiropractic, not marketing. Outside assistance is often more affordable than you think, and many firms are willing to work within your budget.

‘MUST-HAVES’

Leverage your most basic marketing materials for maximum potential. In addition to putting forth a professional appearance:

• Include an offer. If your materials include an offer of any kind, they become new-patient recruiting tools.

For example: On the back of your brochure, offer a compli-mentary initial screening, consultation and x-ray. Repeat the same offer on your Web site, in your yellow-pages ad and on the back of your business card. This transforms informational materials into promotional tools.

• Take advantage of free advertising. Be on the lookout for simple ways to capture new business.

For example: Use your on-hold message to offer a referral bonus to current patients or remind them about a unique service you provide. Train your staff to provide friendly, prompt and superior service. They are the front door, welcoming patients into your well-built practice.

‘SHOULD-HAVES’

Once the frame is assembled, apply the exterior. A well-planned, integrated marketing and PR program produces a consistent image and boosts the visibility of any business. When your practice is foremost in the minds of your target audience and the media, your odds of acquiring new customers are increased.

Things to address:

• Tag line. Turn your uniqueness into a memorable tag line that aids patients in recognition and recall and sets you apart from the competition.

• Print advertising. A creative, professionally designed ad campaign in your target publications lets you showcase your image. Keep in mind that frequency is important; one ad is usually a waste of money.

• News releases. To get the word out about new services or employees, special offers or events, the news release is a simple and effective means. Create a clear, concise announcement for distribution to your media list.

• Basic media relations. Ever wonder how other chiropractors get articles published in the newspaper? More than likely, it is because they have developed a relationship with an editor. Start by consistently sending news releases to your media list. Check editorial calendars for health-related issues in which a short article about your practice or an advertorial (advertisement that imitates editorial format) would be well placed.

Over time, these editors may rely on you for story ideas, articles and columns. They may call on you as an expert source.

• Internet presence. Today, Web sites are essential. But does yours include frequent postings so information is consistently refreshed? A “What’s New” page on your site should list all press releases, current offers and news clips. Patient testimonials and authored articles further enhance your online presence by positioning you or your staff as a credible expert. Do not overlook the image you present through the site’s design, and verify that your site is discovered easily with the search-engine keywords you build in.

• Community relations and special events. At community events such as health fairs, customer appreciation days and philanthropic efforts, PR is often underutilized by solo and small practices. Consider taking part in these activities if you don’t already. And if you do, look for ways to improve what you are already doing.

Promote your fair booth, office event or volunteer service in a news release at least three to four weeks in advance, and be sure to invite the media to attend or alert them of the photo opportunity — and take your own photos to post to your Web site.

• Customer relationship management program. Your patients can be your best advertisers. Take advantage of this by com-municating regularly via e-mail and postal mail, as well as in unexpected ways, such as a personal phone call after the initial visit.

Newsletters are also a good tool for reaching prospects. Develop loyalty through reward programs (for example, every tenth adjustment is free) or referral programs with an incentive for referrer and referee.

THE ‘GREAT-TO-HAVES’

Budget- and time-permitting, the following activities are effective finishing touches:

• Patient testimonials. Cultivating patient testimonials yields a great return on invest-ment, as they grant excellent credibility and are extremely versatile. Edit them profes-sionally for use on your Web site, in local and trade publications, on display in your waiting room, in brochures and more.

• Radio, television or Internet advertising. A consultant can recommend the most effective use of your dollars.

• Seminars and speaking engagements. Host or part-icipate in events that promote you as an expert in your field while providing helpful infor-mation to the community. Do not forget to report such involve-ment to the media and on your Web site, including photos.

Consistency and integration are the keys for an effective marketing and PR program. With the right blueprint, a solid foundation and quality execution you “build it well, and they will come.”

Brent Campbell is director of healthcare marketing for Seroka Healthcare Marketing. Michelle Love-Johnson is vice president and director of public relations at Seroka & Associates. Both authors can be reached at 262-523-3740 or by e-mail: brent@seroka.com or michelle@seroka.com.