A flood of patient testimonials
By Stephen Tranter, DC

You've had great successes. You've seen miracles happen. You've changed lives. You have satisfied patients who refer others.

Yet, like most doctors, you have few written testimonials, but certainly not enough for an entire notebook.

Testimonials are proven practice builders; they instill confidence in new patients about your office and chiropractic, adding value to the services you provide. Testimonials also introduce patients to the many conditions that chiropractic can help.

THE PROBLEM WITH TESTIMONIALS

In a busy office, gathering a folder full of testimonials is difficult. Some patients who obtain incredible results are hesitant to write a testimonial because they do not think they have a valuable story to tell or worry that they aren't good writers.

Others with "only average" results would gladly write a testimonial if asked, but are overlooked.

And we never ask that cranky patient for fear of what they might write.

Even if you work hard to get a few, the testimonials often contain confusing, boring, or irrelevant information that must be edited. No wonder testimonials quickly become a dropped procedure.

THE SOLUTION

One easy and fun way to gather dozens of concise and easy-to-read testimonials is to hold a testimonial drawing: You ask patients to register to win a prize. The short entry form asks for their response to care. (See sample.)

Some suggestions to ensure a successful drawing:

• Offer a prize large enough and with enough value to build excitement. Consider garden equipment in the spring, picnic supplies and portable chairs in the summer, a tailgating barbeque grill in the fall, a big gift basket of chiropractic and nutrition products in the winter.

Get other ideas from your spouse and staff; be creative and have fun with it.

• Conduct a testimonial drawing a couple of times a year. It can be a stand-alone project or be held in conjunction with a large community event, a patient-appreciation day, or the office anniversary.

• Put the prizes on display. A good place is the reception room.

• Coach your CAs to 'talk up' the giveaway. As patients check in or out, ask the CA to tell them about the drawing.

• Place a fish bowl or box next to the entry forms. The patient fills out the entry and places it in a decorated box or fish bowl.

• Get a 'two-fer'. The drawing can also encourage referrals. Let patients know that for every person they refer that month, they will get five more chances to win.

• Hold the drawing for an entire month. This will fill up the bowl with many testimonials.

• Publicize. Send out e-mail messages about the drawing, and include it in your newsletter

AFTER THE DRAWING

The benefit of the drawing comes after the event. Make the most of it!

• Draw a name at your staff meeting. Then call the winner. On large poster board, write their name and "Congratulations to ________ , winner of the ______."

• Start a testimonial binder. Design a cover sheet with your office logo and "Results" or "Our Patients Speak," insert it into the clear outside pouch of a 1-inch binder, and fill it with typed testimonials.

• Take advantage of the information you have. If you obtain patients from many different towns, include the town name so patients realize others travel great distances to see you.

• Make several testimonial binders. Place one copy in the new-patient room, and make more copies available around the office.

• Keep the book current. Add to the book each time you do a drawing, and create a testimonial book that will create patient confidence and referrals for years to come.

SIDEBAR:
How do testimonials read?
Sample entry form

Stephen Tranter, DC, co-authored the Motorized Flexion Distraction and Motion Adjusting technique manual, is currently working on two other books, and is a consultant and speaker for Integrity Management (www.integritymanagement.com). He can be contacted at 512-863-7000 or by e-mail at stephent@integritymanagement.com.