French writer Milan Kundera once said, “Business has only two functions: marketing and innovation.”
In other words, if you’re not in the process of creating a new product, technique, or service that could potentially revolutionize the chiropractic world, then you probably want to be actively selling the goods and services you do currently offer. In the chiropractic world, one of these is instrument adjusting services.
As a DC, you already know the value that instruments stand to offer your patients. From injury prevention to healing, using these types of devices during the course of chiropractic treatments sessions can provide many benefits to those you regularly treat.
But how can you effectively relay these benefits to patients so they get excited about them too?
Address patients’ instrument-based fears
First and foremost, you want to address the potential issues that make the use of instruments scary for patients. This means listening to their list of objections and sharing information about how their concerns may be misguided or unfounded based on current research, patient testimonials, and input by reputable health practitioners.
Some patients will automatically supply this type of feedback up front, whereas others may need a little nudge to get them to reveal their concerns. Either way, take the time to talk to patients when you’re adjusting them and ask if they have any thoughts about the instruments you use. Alternatively, send an email and ask them to respond with any concerns they have about the specific instrument-based services you offer.
Give your patients the opportunity to tell you the exact information they’ll need to feel more comfortable when you use them. Then use that in your marketing efforts as others likely have the same types of concerns.
Focus on safety
The Quest Team, Inc. reports that “safety, by itself, is usually not a selling point; however, failing to meet critical safety requirements can be a deal-killer.” Therefore, once you know your potential stumbling blocks when it comes to your instrument adjusting services, one way to effectively market past them is to focus on the safety of the instruments.
As with most any type of industry advancements, some people become uneasy when new things or new ideas enter the picture. In the case of chiropractic specifically, some patients may have a hard time transitioning from manual treatment sessions to those that involve the use of instruments because they’re concerned about what impact they’ll have on their body, both short and long-term.
For this purpose, it helps to explain in your marketing efforts exactly what the instrument does and how it does it. Share studies that have concluded that it’s safe.
If it’s a handheld device, give patients the opportunity to hold it the next time they’re in. Sometimes this little bit of familiarity is all it takes to improve their comfort level and feel more secure when you use it. Essentially, by removing the mystery behind the device, you also remove the uneasiness associated with it.
Hold a seminar
Because time can be limited during adjustment sessions, it can be difficult to share just how much benefit a particular instrument can provide in the few minutes you have. And while you can offer pamphlets or lists of research-based resources so patients can learn all about it on their own time, chances are that, unless they’re extremely interested in the device, they’re not likely to take the time. That’s where holding a seminar can help.
By offering an informational meeting designed solely around the instrument—giving you the opportunity to share what it does, why it works, and how it works a little more in depth—you’re able to pass your knowledge on to a greater number of people at one time. This type of forum also makes it easier for people to ask any questions they may have as they have them, increasing the odds that, instead of thinking of all of the reasons they shouldn’t try the new treatment option, they’ll be thinking of all of the benefits instead.
During the course of your seminar, don’t forget to mention a few research studies to offer scientific proof behind the instruments you use. You might even consider offering a treatment session right then and there to a patient or two for demonstration purposes. At a minimum, at least have a patient that has experienced positive results come in and speak to the group about their experience.
Remember: if you’re not busy creating new products and services, then your time should be spent marketing the ones you currently have. These are just a few ways to do that effectively, helping you to grow your patient base to even higher levels as a result.
