If you’re a Chiropractor who’s just starting out with building a practice marketing program, you know there’s no shortage of options out there. From newspaper ads to Yellow Pages to Google Adwords to Social Media, there are marketing options galore – but where do you start? We’d love to give you some easy tips, but the truth is there is no shortcut to trying different things and figuring out what works for your office specifically. There is one thing that ALWAYS works, though. Look inside your four walls first. When is the last time you reached out to your inactive and active patients?
The best kept secret in Chiropractic marketing is the benefits reaped from harvesting these relationships and growing the lifetime value of each patient you have. The simple fact is such internal patient marketing is the highest impact marketing you’ll ever do. The best part about staying in touch is that they already know and love you, so they will open your letters and pick up your calls.
Maintenance Care: This is the lifeline of your practice. Getting to see every one of your active patients at least monthly for maintenance is what builds doctor schedules. Devising a strategy (prescheduling, timely communication, staff training) that is essential and will boost your production like nothing else you can do.
Relationship Continuity: This is just a fancy way of saying “figure out a way to not let your patients slip off the radar”. Yes, in a typical practice 1% of all patients die every year and 3% move – and there is nothing you can do about that. But did you know that another 3% will be influenced away by their friends? Many more will just neglect their health and not come in for over 12 months. Now, these are things you can do something about. Organizing an reactivation campaign to inactive patients can be a fairly easy thing to do – and when done right, these campaigns can bring back many patients you’d never hoped to see again.
Mindshare: Of your hundreds of patients, how many woke up this morning thinking about you? How many thought about chiropractic in the last year? These won’t be big numbers. An average American doesn’t have you in their annual budget. So how do you change that? Stay in front of them – with postcards, phone calls, promotions, and invites to events that are happening at your practice.
Patient Experience: If you’re wondering how this made it into the list of major internal marketing initiatives, just consider how many of your patients were referred by other patients at the practice. Think about how many of them stay loyal to you because you went out of your way for them. Your ability to WOW each patient at every interaction is the purest definition of what marketing is: creating, communicating and delivering value. When you greet every patient with a warm smile, run on time and thoroughly explain their treatment to them – that’s value. That’s delivering the patient experience that keeps them coming back, gets them to rave about you online and refer their loved ones.
Treatment Acceptance: Whether you like it or not, treatment plan acceptance is a marketing function. It really has nothing to do with your ability to perform the procedure better than anyone you know. It’s about how you sell it. Bolstering your treatments will always be one of the biggest drivers of profitability for your office.
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