If you’re not different, you’ve average. If you’re average, you’re unremarkable.
Chiropractic is a densely populated, heavily competitive business and if you don’t stand out you’ll fall to the wayside.
How can you stand out?
* Stop advertising. Everybody is advertising- in all the same places. It’s boring.
* Start communicating. No one is taking time to communicate valuable information for free. Instead of spending $2000 on advertisements, – spend 20 hours doing community education. Teach your community about chiropractic and you’ll get new patients.
* Spend your entire advertising budget on your existing patients. They’re your evangelists and they’ll make or break your business. Word of mouth is the most valuable form of marketing. Give your patients free movie tickets, free coffee, free dinner, and reward them for referring new patients.
* Fire your “marketing consultant” – 95% of marketing consultants have no idea what they’re doing. Or, even worse, they’re teaching you outdated techniques that’ll waste money and time. (If you really want a consultant, we can recommend several good ones).
* Learn to use social media. Facebook isn’t just games, dating, and narcissism. If you want to learn more about social media – give us a call (800) 295-3346. We’ll give you valuable advice for free.
* Design a website that focuses on what’s important – reinforcing your credibility, offering solutions to their problems, and offering clear “calls to action”. When someone is in pain, they don’t give a damn about spinning spines or 3D gizmos. Patients want to know the following: you’re qualified to help them, you can relieve their pain, they can afford your service, and how to contact you. Nearly every chiropractor in the world has a cluttered website and a 3D spine – be different.
* Use video. A 2 minute informational video will convert more patients than any other marketing tool at your disposal. It costs nothing, it’s easy to do, and it’s unique. Do it.
Rod Campbell
Marketing Director
Chirohosting.com
Hello,
I’m a recently graduated DC and I liked what you had to say. I have about 2 months before I’m licensed in WI. I was curious as to what you recommended for social marketing on the internet and any other ideas. I’m currently on facebook and LinkeIn. The biggest problems right now are finding new patients and figuring out how not be be ‘average’. I was asked on a recent interview how I stand out from all the other interviewers and the more I thought about it I realized how average I sounded from my answer. So how do I convince people I am different even when I’m competing against chiro’s that have been practicing for 20-30 years?
Thanks,
Frank Bodnar, DC
To quote Shakespeare, “therein lies the rub!”
There are two ways to stand out:
a. Do ridiculous, absurd, annoying, quirky, or otherwise gimmicky things.
or
b. Clearly identify the needs of your prospective patients and fulfill those needs in a way that nobody else is doing. Being a chiropractor is about more than adjusting spines. To a patient, your represent the embodiment of their wellness- not a “doctor”. The vast majority of chiropractors spend all of their energy becoming “doctors” that they often lose sight of the bigger picture.
What the heck does that mean and how’s it applicable? How spending less money on equipment and more money on patient experience? When a new client walks into your clinic, what will they experience?
Most end up sitting in moderately comfortable chairs, staring at boring chiropractic pictures (or fake art), eating cheap peppermint candies, and reading bad magazines. After ten minutes of waiting, they have a ten minute adjustment and consultation- then they go home.
Forgive the language, but who the hell would want to experience that? You’ve gotta be in significant pain to sit through twenty minutes of purgatory.
What would happen if you walked into the office and it didn’t look like an office? Or if the candies were actually tasty and the receptionist brought you a drink while you waited? What if your office provided free wifi, conversational staff, and free cake on Tuesdays? A really smart, young chiropractor might even give their best clients giftcards to Starbucks or free tickets to a movie/play.
Here’s the problem: “average” chiropractors focus on getting patients in the door, adjusting them, and getting them out. They forget that their existing patients are their best evangelists.
Innovative chiropractors realize that, if you go out of your way to make patients happy- they’ll do your marketing for you.
Frank, feel free to give us a call anytime. Regardless of whether or not you’re a client, we’ll be happy to brainstorm with you and answer your questions for free. Here’s our number: (800) 295-3346
Rod Campbell
Marketing Director
Chirohosting.com