Your chiropractic patient education, via blogging, marketing or writing a book, separates you from the local competition
You began your practice to serve your community, to pass on your unique abilities to people in need. Moreover, to do it in a way that delivers greater solutions compared to what’s available elsewhere. The question is, what are you doing to declare your superiority within your community explicitly? What are you saying or projecting that lets people know you’re the “go-to” chiropractor in town, via chiropractic patient education?
We live in a noisy world, full of distractions and enticing shiny objects. For you to succeed, your voice needs to be heard above the clamor and confusion. The challenge is to find unique ways to showcase your skills in quantitative, compelling, and persuasive methods.
Example: Have you ever seen a promotional piece that declares that the advertiser is “the best, the most experienced, the most successful, has earned the most professional certifications, etc. (or some variation thereof)?” The reason why people promote themselves in this manner is that they don’t know how to clearly communicate, in a tangible manner, why they are the “best” option. The problem is we live in a cynical world; we’ve all grown weary and cautious of possible “snake-oil” schemes; also, these types of declarations place consumers on high-alert mode.
So, how do you boldly state that you’re an exceptional resource and avoid sounding like you’re desperate, reaching, or somehow shady? The answer is very straightforward; the most precise and direct path towards long-term success involves the creation and superior development of chiropractic patient education and your brand (by the way, you are your brand).
Branding and chiropractic patient education
A fundamental marketing truth that can’t be denied is that consumers shape brands with their perception and subsequent loyalty. They give brands value by developing opinions and expectations for those brands they trust, enjoy and depend on the most. Therefore, it is your primary job to enhance the value your patients receive by delivering a consistent brand experience and chiropractic patient education that they can trust.
Additionally, you must figure out the correlation between your patient’s needs and what drives them to take action.
As you can see, your brand development, your practice’s growth, and your patients’ experience and perception come together in what should be a beautiful dance — a coordinated effort involving mutually beneficial interests expressed in synchronized movements. An essential element for enhancing your brand is to provide something that others in your field don’t; which benefit your patients, keep you top-of-mind, and shares your expertise beyond your clinical abilities with chiropractic patient education and your unique approach to healing.
What are your ‘patient profiles?’
Take an inventory of your practice’s patient profiles. You will notice that of the many patients that see you, concentrations of specific treatments will emerge — for example, fibromyalgia. Act upon this insight; deliver your unique perspective with practical tools and stories to living with chronic illness, diet and nutrition tips, teach patients helpful suggestions for reducing their pain, treatment options, and so on.
The principle focuses on Maslow’s Hierarchy of Needs, in which Abraham Maslow identified five essential human needs for fulfilling psychological health, culminating in self-actualization. The five hierarchical stages include Physiological, Safety, Love and Belonging, Esteem, and Self-actualization.
The second level addresses safety needs, those things that give us a sense of security in all aspects of our lives. They include a person’s health, family, job and so on. Therefore, your chiropractic patient education mechanism would provide patients with much needed practical understanding; in turn, you will benefit from an exceptional and time-proven strategy which surpasses all other forms of promotion — the written word.
Provide patient content
According to noted author Adam Witty, who wrote 21 Ways to Build Your Dental Practice with a Book, becoming a published author provides several benefits, including all:
- Historically, authors have been trusted sources of information. Consumers naturally see authors as authorities and experts on the subject of their book.
- You are awarded a position of authority. A book can influence consumers unlike other forms of communication. Books provide near-instantaneous acceptance of its message in the minds and hearts of its readers.
- The value of a book for your practice is immense, if appropriately used; it allows you an uninterrupted platform to explain your vision and best treatment recommendations.
As you write and publish your special reports and e-books, send them to your patients. Have them see you as more than the friendly doctor who heals them of their discomfort; have them see you as “the” trusted resource and local expert.
Mr. Witty says your written word can give you a bulletproof marketing advantage, an edge that lasts for years and years. Once done, you can reuse it many times over.
Consider the example of Dr. Charles Martin. He is a dentist and the founder of the Richmond Smile Center. According to Dr. Martin, “Not only is there a return on investment financially, but there is a return on investments emotionally and professionally from the admiration and respect you get from people you serve.” He prominently features his books on his website and displays them in the waiting and consultation rooms.
Martin says, “I take a book and mark which pages to read. The fact of the matter is that your people aren’t always going to read the entire book, but things they do read can be a big deal.”
Scot Gray, DC, tells a similar story, he is a chiropractor in the Columbus Ohio area. He needed to stand out in his community to survive; he’s one of 264 chiropractors in this town. So, he wrote and promoted his book, “Good Back, and Bad Back — The 10 things women must know to eliminate back pain and look and feel younger.”
Gray feels that a book allows him a quiet sanctuary with his patients. As a result of writing, he saw the gain occur within his female clientele. These new patients told him that it was his unique insight and perspective, his brand of chiropractic patient education, that made them feel more comfortable choosing him as their chiropractor.
Bob Kotler, MD, a cosmetic surgeon in Beverly Hills, Calif., is another beneficiary of the written word. He too was facing substantial competition, where it seems that half of the population of Beverly Hills is comprised of cosmetic surgeons, and the other half are patients. By advertising his book rather than his practice, Dr. Kotler immediately stood out, and his practice flourished with an increased patient load.
Speak directly to patients through the written word
A word of caution, don’t just write anything. Producing something that is devoid of passion and concern can actually work against you — consequences can be dire. Instead of attracting patients, poor writing can repel them and lead them to your competition.
Think about what happens when you’re not around — how do you stop others from influencing your patients? To attract more patients, you must enhance patient’s perceptions. To elevate public opinion, it’s essential you strengthen your brand by reinforcing your authority status.
A book allows you to speak directly to each patient’s niche. Create a platform where you can share your knowledge and unique approach to healing. Expand your brand awareness by delivering engaging, persuasive, and memorable educational pieces.