DO YOU USE A LOW-FORCE TECHNIQUE?
Use your adjusting tool for high-impact PR
By Eric Osansky, DC

If you use any type of adjusting instrument in your practice, then you have the opportunity to grow your practice without spending money on advertising.

The media is always looking for stories that are unique and interesting to the public. If you introduce your “unique adjusting technique” the right way, you can quickly position yourself as the expert in your town, which can increase the number of new patients to your practice, improve credibility, and help your practice’s overall growth.

Why would a newspaper, magazine, television show, or other media want to write a story about your adjusting instrument?

The reason is simple: Thousands of people need chiropractic care, but are too afraid to go to a chiro-practor. So, if you can show the media you have something different to offer that is of interest to the general public, they will be receptive to writing an article or interviewing you for a radio or television talk show.

Here are several things you can do to improve your chances of receiving free publicity because of your adjusting instrument:

• Get an introduction. Ask your advertising representative if he or she could introduce you to a reporter willing to write a story about your “unique treatment methods.”

• Target media that matches your current patients. Even though almost everyone is a potential candidate for chiropractic care, if you examine the demo-graphics of your patient base, certain similarities such as sex, age, or marital status emerge. Target media that match up with the demographics of your current patients.

• Use a strong headline. If you don’t have any connections to the media, write a press release. Write a headline that will grab the media person’s attention.

• Talk about the benefits of your adjusting instrument. The only reason the media will give you free exposure is because of the benefits you list in your press release. Discuss the benefits of receiving an adjustment with an instrument, without criticizing other chiropractic techniques.

• Don’t promote your practice. If your press release resembles an advertisement, you probably won’t receive any free publicity. Provide valuable content to the target audience.

• Be persistent. Although you have something unique to offer, it doesn’t mean every reporter will grant you an interview. For some, the timing just won’t be right. For those media people who aren’t currently interested in your story, but don’t tell you “no,” follow up at a later date.

• Ask if you can provide your contact information. Even though you will not be promoting your practice in the actual article or on a radio or television talk show, you may still be able to give your contact information at the end.

Most media will allow you to give your name, practice phone number, and Web site for those who might be interested in finding out more about your adjusting instrument.

Eric Osansky, DC, has a practice in Concord, N.C., where he uses his adjusting instrument as a marketing tool to attract new patients. He is also author of the new book, Instrument Adjusting Riches. He can be reached by e-mail at instrumentdc@aol.com or by visiting www.InstrumentAdjustingSuccess.com.