12 tips for becoming known in your community
By Louis Sportelli, DC

You became a chiropractor because you believe in the profession and you want to help patients. Both are admirable objectives, but are they enough?

Desire and intent alone can’t build a practice. To develop a successful practice as doctor of chiropractic, you need to attract patients who seek the services you have to offer.

Word of mouth is effective advertising, but it’s not enough when you are just starting into practice. Whether you’re opening your own practice, joining an established group of health professionals, or purchasing a practice from a retiring DC, you need to let the community know your services are available.

Think back to elementary school. Were you ever the “new kid”? If so, your parents probably advised you to make the first move — to join a group or a team rather than wait for an invitation. You’re operating on a larger scale now, but the premise is the same. You can’t sit in your office and wait for the line to form. It’s up to you to take the initiative.

Here are a few ideas to help get you started.

1. Meet your colleagues. If you’re joining a practice, request a meeting with the other health professionals in your office to ask their help in promoting you. Ask them how they routinely introduce and attract patients to new practitioners. Chances are they have a strategy in place. Ask what you can do to help supplement their efforts.

If they don’t have a plan, ask their help in creating a strategy to put you on the map.

Let your colleagues know that you are available to help with any patients they may not have time to see, or ones who may need care during the doctors’ vacations or time off.

2. Host an open house. Frequently, practices host an open house to introduce a new doctor. Patients attend, often bringing a friend or family member. Be prepared to shake a lot of hands as you provide information about you and your profession.

If the practice you’ve joined is a busy one, patients will welcome an appointment with a doctor whose waiting list isn’t weeks long. Always be careful, though, that you do not appear to be soliciting patients from these health professionals.

And if you are opening your own practice, what better way to meet potential patients?

3. Don’t be too quick with your checkbook. While radio, television, and newspaper advertisements can be viable ways to introduce yourself to the community, buying media time and space can eat up a modest budget. Don’t write off the media altogether, though. There are ways to barter your way into the system:

4. Offer to write a newspaper column. In smaller communities, especially, the editor may welcome your contribution.

Tell the editor he or she won’t have to pay you, but you’d like your photo, byline, and office information to be prominently displayed.

If the paper agrees, write weekly or bimonthly columns about chiropractic issues, making sure to remain upbeat, positive, and uncritical of other disciplines while promoting the chiropractic profession and industry.

Take care in your columns not to be critical of other chiropractors in your area either by extolling your technique or promoting your practice as safer, more effective, etc. This type of commentary will not only be negative to the entire profession but also create animosity among your colleagues. Build your own value-added proposition in a positive way.

If you’re not a writer, numerous chiropractic publications and Web sites offer prepared columns for this purpose. Ask around, or do some Internet research.

5. Extend similar offers to broadcast media. Pay attention to demographics: Call each station manager and request information on the audience the station attracts. Talk-radio stations are good choices, and programming managers are often on the lookout for good one-minute “filler” spots to take up time between a newscast and other programming.

6. Consider writing some minute-long ‘Chiropractic Tip of the Day’ spots. Pitch them to the radio and television stations. Again, forego payment in return for prominent mention of your name and office information.

7. Become a regular at community events. Your local chamber of commerce may be able to provide you with a list of these events. Attend, if they have nothing to do with health or chiropractic, such as a founder’s day parade or a “back to school” bash.

Prepare some freebies — promotional handouts, booklets, or brochures touting the many advantages of chiropractic. Order some appropriate promotional gadgets — key rings, pens, puzzles, etc. — from industry catalogs, and have your name and practice information imprinted on them.

These items don’t cost much, and they’ll help ingrain your name in the minds of prospective patients. Often it is better to be working with other groups on community endeavors rather than your singular interest. This community activity will build huge positive community respect for you and your practice.

8. Teach an adult-education class. Contact your school district’s community- and adult-education director or Red Cross organization and volunteer to teach a class about chiropractic and wellness, or volunteer to teach a CPR course if you are qualified.

Doing so will add to your credibility, and your payment will be in the form of third-party promotion of your program. Such organizations put out catalogs to advertise upcoming classes; ask that yours — along with your photo — be displayed as prominently as possible.

Again, avoid controversy. Tout the benefits of chiropractic without criticizing or downplaying the roles of other health professionals.

9. Volunteer for ‘Career Day.’ While you’re talking with the school district, volunteer to participate in “Career Day.” Most elementary/middle/high schools host these events once a year and invite parents and others in the community to speak about their professions.

Tailor your program to your audience. If speaking at an elementary school, have some child-friendly “freebies” ready. If talking with high school or junior college students, talk about the benefits of chiropractic as a career.

10. Participate in health fairs. Health fairs at local shopping centers and other gathering places provide a good opportunity to become known in your community. (Again, check with your local chamber for details.)

By taking part in such community promotions in conjunction with other healthcare organizations, such as your local hospital, blood bank, or diabetes organization, you portray a concept of community service over self promotion.

11. Meet and greet. Shake hands with as many people as you can in your community. Nothing creates a better first impression than having had the opportunity to shake your hand. This is the gold standard for every political candidate and its use continues because it works.

12. Get (and give) business cards. When you are meeting new people, get as many business cards and names of individuals with whom you meet. Send them a follow-up note that says “I appreciate the opportunity to meet you” and provide other personal information you’d like to add.

Build your database of contacts into categories, such as business owners, professionals, or social contacts. This list will grow and be valuable as you grow your career.

Louis Sportelli, DC, is president of NCMIC Group, Inc.,(www.ncmic.com), which provides malpractice protection and offers an array of diversified insurance and financial services.

Disclaimer: The accompanying text is offered solely for general information and educational purposes. It is not offered as, nor does it constitute, legal advice or opinion. You should not act or rely upon this information without seeking the advice of an attorney.