Do these marketing methods sound familiar?

Periodically I receive letters and e-mails from chiropractors who claim they do not market and have never marketed. They tell me they rely on word-of-mouth referrals, and their practices are very successful.

Far be it for me to doubt their word. But, I wonder if I were to Google them, would I find their names in the online yellow pages? A telephone directory ad is one form of marketing.

I also wonder if, when they opened their practices, they introduced themselves to area medical doctors and businesses. Such introductions are another form of marketing.

Lest you think that chiropractors are the only healthcare providers who market, think again.

I was curious to learn about the marketing methods medical doctors are urged to use. A search on the Medical Economics Web site quelled my curiosity. MDs are encouraged to:

• Put up billboards and use easy-to-remember phone numbers (1-800-HERNIAS);

• Run ads in specialty directories and sponsor special events;

• Visit area businesses and give community talks;

• Publish articles in the local newspaper ("Ask the MD");

• Distribute flyers announcing the opening of a practice;

• Court referring physicians and ancillary healthcare professionals, including chiropractors;

• Send postcards to pharmacists; and

• Advertise opening week specials for a new practice.

If any of these marketing methods sounds familiar, it is probably because they are the same types of things you do.

Marketing takes time, money, and effort to be effective. To help you spend those assets wisely, we surveyed our readers. The survey confirmed the importance of tracking the source of patients and calculating return-on-investment. If you do at least one of these, you'll spend your marketing dollars in areas that are more likely to give you a return.

This issue is chock full of great information. We hope you'll be able to put it to use to grow your practice in 2007.

Until next time,

Linda Segall, Editor-in-Chief