What is really more important to you Spending a little bit or making a lot? The natural answer is making a lot. We all know the saying it takes money to make money. The truth is though that very few chiropractors in the entire nation really follow that truth. Marketing is no different than buying a company car, a house, your office equipment, or quality staff…. you get what you pay for and all of these are an investment.
The most common mistake chiropractors make is they don’t give their marketing time to work. You can’t expect a new staff person to hit the ground and be an all star their first day, but rather it takes some time.
This reminds me of a story when I used to own a pizza parlor in jefferson oregon. I was working at a dental marketing firm at the time during the day. I decided to draw a large crowd I was going to give away FREE pizza slices for a day. I put “FREE PIZZA” on my big sign along the road and handed out some fliers around town. The first day of the FREE Pizza Deal, I anxiously drove the 30 minutes from the agency to my pizza parlor. I was so excited and nervous. I was excited expecting a line of people around the building. I was nervous that I might not have ordered enough supplies and we could run out. I tried calling but no answer. Oh this built up my anticipation! I couldn’t believe my eyes when I pulled in. NOTHING! NO line, not even anyone in the shop but my staff. They had only given out 1 free slice to the neighboring business. WHAT! I thought for sure. I let the sign stay and after about 3 weeks, it really started to take off and we got our pizza in a lot of mouths, but not nearly as many as I had hoped.
Now before I go on, you might think the pizza at “Prepperoni’s yes a combination of Prepula and Pepperoni, could have been really bad. In fact I had the only pizza parlor in town and business did really well thanks to location, good pizza, and great marketing. What I learned was with a small population like the one in Jefferson and short term marketing, it takes time. Just look at the huge corporate companies that give away free burgers, fries or other items for a day. They announce it weeks if not months in advance! Why because marketing takes time no matter how good your offer.
So when you invest in marketing your practice be committed and invest wisely. I have marketing at my disposal and you know how I invest it for my self, my best friends, my family? I do the following: Send out postcards to people around the practice every month, mail postcards to existing patients every quarter, make sure the web site is on the first page of Google, Keep the website fresh and have data capture, have a structured referral program for existing patients, and build strategic partnerships with other businesses.
Want to learn more? Email me at [email protected] with any questions, or call 360-326-896
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