Keep it simple and focus on the basics

By Steven Visentin, DC

Do you know how to market a practice? Most chiropractors make the process of acquiring new patients far too complicated. Some DCs expend a great deal of money, time, and energy chasing potential patients and end up losing current ones. It’s as important to know what does not work as it is to know what does.

Wrong assumptions
It’s scary when the phones are not ringing with new patients and a practice is grinding to a halt. After committing your life to your practice you might wonder, “It’s awfully quiet in here, where are the new patients?” You might assume that there are a limited number of patients and too much competition.” You can get desperate and think you’re totally invested in your practice and can’t afford to fail. At that point, you’ll do anything to get things going again.

Making downtime work
Even in the busiest practices, there are quiet times. Asking “why aren’t patients calling?” is not useful. Self-confident doctors do paperwork and catch up on reports during these lulls in practice. They focus on training their staff, returning phone calls, reading X-rays, and getting ready for the next opportunity to help their patients.

Fearing that new patients won’t arrive can cause one to think and do many strange things. The truth is that there are not enough chiropractors to serve all the people who need their care. If the public knew the true value of an adjustment, there would be people lined up in front of every chiropractic clinic in every town.

You must make potential patients aware of the need for your care in a way that appeals to them. Instead of chasing after patients, good marketing allows them to come to you. There is no effective way to bludgeon a marketplace into submission: the public is too savvy.

New patient secrets
As a group, DCs are easy targets for so-called “marketing experts” who want to sell expensive, complicated, and time-consuming systems that don’t produce results. However, it is usually the simplest new patient programs that prove most effective. Instead of knocking yourself out chasing after potential patients, focus on your current clientele. Care for them so well that they tell others about their experiences at your clinic.

Eventually, you can ask your satisfied patients: “I’d like to earn your referrals. Do you know anyone who could benefit from chiropractic?” If they answer positively, hand them a few business cards adding, “Please spread the word.”

More wrong-headed thinking
You might assume that something as simple as handing each patient a business card will never work. You might imagine that they will think you are pushy. Or, worse, you might fear that they’ll refuse the card. Of course, that rarely happens, but just the thought of it can make one cringe. Don’t let fear-based thinking hold you back and prevent you from achieving.

Ask and you shall receive
Most people will

accept your business card and refer others to you when they’ve been served in a way that exceeds their expectations. If you have never given out cards, start doing it. If for some reason you’ve stopped, start again. When done correctly, this can be the cornerstone of a referral practice that attracts the best clientele and costs little for the benefits you’ll receive.

If a patient doesn’t or can’t refer new patients, don’t give them any more cards. Not everyone can refer — it takes a strong personality to persuade others and not everyone has that gift.

When people do refer patients to you, thank them wholeheartedly and include them in a special mailing. They are the lifeblood of your practice, so recognize them accordingly. On a monthly basis, send them high-quality inspirational material with personalized notes your secretary can prepare for you to sign. Your practice is built on relationships, so keep them strong by writing to people who refer regularly. Corresponding with them is a great way to leverage your presence in the community, and friendly notes can also generate more referrals over time.

Patient program checklist
Before embarking on a marketing program, ask yourself:

• Is it legal? Contact your state board and ensure the program is legal.
• Is it ethical? If you feel uncomfortable with a program, don’t do it, as it will probably backfire on you.
• Are you enthused about it? Personal energy is a critical factor for success.
• Is it simple? The most successful programs are not complicated.
• Are costs reasonable? Test programs out using a limited budget. Don’t spend a lot until it’s a proven program.
• Are contracts avoidable? Consider contracts only after a program is working.
• If considering a franchise, is it successful? Avoid new franchises until they have proven themselves.
• Can results happen quickly? Good programs show relatively quick results that continue to improve.
• Have you heard of the program? If a marketer is calling you about an advertising program, just say no. If it worked, you would have heard about it.
• Are patients coming to you? If you feel like you’re running after clients, stop. Serve current patients so well that potential patients chase after you.

Strong relationships make for strong referrals
The best marketing is done in your clinic. It works because this is where you’re strongest, in your center. Good programs are simple, fun, and attractive to clients. Begin by educating people as they start as patients.

Each visit should bring your patients to higher levels of understanding about the benefits they experience. Anticipate questions they might have. All of this builds a strong relationship. When a bond is established, ask for referrals in the right way, so the cycle begins again and your practice continues to grow. Serve your patients so well that they tell everyone they know about you.

Steven Visentin, DC, is a solo practitioner, clinic director of Care Chiropractic in Denver, and author of an e-book entitled Blow Your Head Off Practice Building Secrets for the chiropractic profession. He is available as a speaker and consultant. He can be contacted through www.practicesecrets.com.