Mastering these 3 steps to differentiating your practice will also increase your bottom line.
According to the American Chiropractic Association, there are more than 60,000 licensed chiropractors in the United States.1 That equates to slightly more than 1,200 per state or, to break it down even further, approximately 19 spine-manipulating professionals in each of the nation’s 3,144 counties.2
With this much competition staring you in the face, it can seem rather daunting to set yourself apart from others in your field in an attempt to get more clients. After all, most DCs perform the same basic services, so how do you get the community you serve to choose you over the other 18 chiropractors in your area? Easy—you differentiate your practice.
You want the people in your community to see you as the chiropractor of all chiropractors, the godfather of the industry, the master of spinal manipulation. The one and only person who will give them exactly what they’re looking for when it comes to quality chiropractic care should be you.
To do this, you need to focus closely on your unique selling proposition, or USP. This can be the difference between having a waiting area that is standing room only and one that has to be routinely swept for cobwebs because it hasn’t been full since who knows when.
The following three steps will help you determine and market your USP to create the successful business you’re more than capable of building:
Step 1: Know your target audience
To make yourself irresistible to your potential clientele, understand what they want when it comes to chiropractic care. In other words, what problems do you help them solve?
In your case, this will likely include things such as back, neck, and leg-pain relief, assistance with various types of sports injuries, recovery from a spine-related auto injury, and similar complaints.
If you’re having trouble figuring out your target audience, just think of the clients you have now and the reasons they come in week after week. If you don’t know, ask them, as it is vital to know as much as you can about the people you are serving.
Step 2: Determine how you’re better than the rest
Take a look at the other chiropractors within a 20-mile radius of your practice and figure out in which areas you outshine them. For example: Does your office have longer hours so that you’re better able to serve the people who work 9-to-5 jobs, or do you offer a wider range of services and remedies such as massage therapy, physical therapy, and acupuncture?
These are the factors that set you apart from other healthcare professionals in your field. They’re also the reasons a potential client might dial your phone number instead of calling another clinic to set up a first appointment.
Step 3: Share your USP
If you are the only one who knows your USP, then it does you absolutely no good and you’re not going to grow. It’s like being the best baker in the world and never asking anyone to taste your sweets.
Communicate your USP to your target market so they can clearly see the value in selecting you. You have to tell them why they should choose your practice—preferably without them having to ask.
Here are some ways to do this:
Your slogan. One of the easiest ways to differentiate your business is in your slogan or business tagline. For example: If you are open every day, whereas others in your area are generally only open five or six days a week, your slogan may be something like, “Here to serve you seven days a week.”
Your website. Does your website promote your USP on the home page? If it does, is it easy to understand and does it clearly communicate your advantages? In other words, does it speak your patients’ language? If your site is loaded with a bunch of technical jargon that only other chiropractors would know, you’re likely going to lose your clientele before you even get them through your front door.
Your social media pages. This is the age of social media, so if you’re not on Facebook, Pinterest, Twitter, and some of the other social media giants, you are missing out on connecting with a huge number of people who could easily turn into lifelong clients. Social media helps your clientele get to know, like, and trust you. This is also an easy way to highlight your USP, as you reach hundreds and even thousands of people with a click of a button.
You know you’re better than your competitors, and now it is time for your current and future clients to know it, too. Develop and aggressively market your USP and you’ll be on your way to a busier practice—and a bigger bank account.
Christina DeBusk is a freelance writer who specializes in health and wellness and business marketing. She currently writes for ChiroNexus as well as other health-related publications. She can be reached through christinamdebusk.com.
1 American Chiropractic Association. “General Information About Chiropractic Care.” http://www.acatoday.org/pdf/Gen_Chiro_Info.pdf. Accessed June 24, 2014.
2 United States Census Bureau. http://censtats.census.gov/usa/usainfo.shtml. Accessed June 24, 2014.