Lecture your way to more patients


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Image of a guy at a Microphone Lecture your way to more patients
By Lynne Sullivan, DC

Speaking in public gives instant credibility and takes little time. And when you speak, you reach many people who are potential new patients.

If you have a fear of speaking to large groups of people, relax. Audiences do not have to be big. Smaller audiences often encourage people to engage in a large-scale conversation and draw the speaker closer to them.

You can give in-house lectures to your current patients and their family and friends or make yourself available for presentations in your community.

IN-HOUSE LECTURES

1. Schedule the talks. Plan a consistent schedule (such as the third Monday of each month at 6 p.m.) for a period of time, such as a year.

2. Select the topics. They may focus on traditional chiropractic topics or deal with other health issues, such as fibromyalgia, stress, headaches, and weight loss.

3. Print brochures. Create and print brochures advertising the talk and distribute them to patients and business associates, as well as at neighborhood health clubs and health-food stores.

4. Invite your current patients. Send an e-mail invitation to patients in your database. Display a sign-up sheet at the front desk. Let patients know seating is limited and first-come, first-served.

Making the close

Making a great presentation builds credibility and creates curiosity among the audience. But, it doesn’t necessarily bring in new patients.

To get people to ask how they can become your patients, get them involved in identifying their own problems. You can do this by using a “reverse sell and discovery” process.

When you finish your presentation:

1. Ask for a volunteer. Ask who is curious to see if they have a subluxation. Sit the person in a chair facing the audience and explain: “When you have a subluxation, the vertebrae rotate. The side that the transverse process of the vertebrae is closer to the skin will feel hard and tender, while the side that rotates away will be soft and spongy.”

2. Find a subluxation. Start with the atlas, since most people have an atlas subluxation, and go down the spine. When you find a subluxation, make sure the person feels it.

3. Reference the spine and nerves. Demonstrate the subluxation on a small spine model and nervous system chart. For example: Say, “Pressure at the T5 affects the lungs and can cause breathing difficulties and asthma.”

4. Play the ‘hard and spongy’ game. Ask the audience to pair up. Go around the room to help individuals find subluxations. Since most people have difficulty doing this, helping them find the subluxation helps you connect with them. Relate your findings to the autonomic nervous system. People will discover for themselves the health benefits of chiropractic.

5. End the exercise. Ask: “Who has a subluxation? Who is curious to find out more about how we can help you?”

6. Give out free-visit certificates. Give those who are curious about getting help a certificate for a complimentary visit.

7. Sign them up. Bring your CA to the presentation to help you sign up new patients.

5. Give an incentive. For every two guests patients bring, give them a gift certificate for a free one-hour massage. The incentive encourages patients to refer.

6. Call and confirm attendance. Call one week before the event, as well as the night before.

EXTERNAL PRESENTATIONS

You have a variety of opportunities to speak within your community — at clubs, organizations, businesses, and corporations. These opportunities may start small, with an intimate group, but you may also be invited to speak at large gatherings as the keynote speaker.

External speaking always produces results, either immediately or down the road.

1. Contact the local chamber of commerce. The chamber has lists of businesses and organizations in the community.

2. Make contact with the businesses and organizations. You can do this yourself, engage a marketing specialist, or hire a marketing company to make all arrangements for you (including brochures and flyers).

Let the organizations know your availability and what you can speak about.

3. Schedule your events. As much as possible, schedule your external events far in advance. Try to schedule one or two speaking engagements a week for maximum exposure.

4. Provide flyers. Develop announcements of your presentation the company or organization can distribute. Provide electronic files they can e-mail as well as paper flyers. People who see your flyer may later become your patients, even if they don’t attend the lecture.

5. Prepare handout materials. You will want to provide, at a minimum, informational brochures on your clinic. You may also want to prepare handouts on your talk topic.

6. Give the lecture. Keep focused, stay within your allotted time period, and be available to talk with individuals after the lecture. Have your business cards available.

7. Make the close. The close is an important part of your presentation. It is when you arouse curiosity in chiropractic and sign up new patients. (See sidebar, “Making the close.”)

If you consistently make presentations — both in house and within the community — you will not only build your practice, but will spread the word of chiropractic.

Lynne Sullivan, DC, is a senior coach for APB Marketing and has developed a high-volume, family-oriented practice focusing on wellness care. She can be contacted by phone at 925-484-1070, by e-mail at dcladywss@yahoo.com, or through the Web site, www.automaticpracticebuilder.com.

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