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Balance Your Life and Grow Your Practice
Marketing
Written by Dave Braun, DC & Troy Amdahl, DC   
Wednesday, 25 September 2013 23:20
T
he old saying “Seeing is Believing” became the theme to a recent trip or should we say, chiropractic reconnaissance mission.  The purpose of the trip was to visit multiple chiropractic clinics and get to the bottom of why some clinics are successful and some are struggling even if they are in the same city and sometimes on the same street.  We heard all the common complaints surrounding chiropractic. “The insurance world is collapsing. I will be successful as soon as I learn these new scripts.  This Obama guy really hates us chiropractors. I just don’t get enough new patients in this area.”  And the most common excuse, “the economy is crushing my clinic.”  After hearing all these issues over the last couple years, you can see why it was time for us to determine what the real issue was in chiropractic. Warning:  most of you are not going to like the answer.
 
marketing8It was a beautifully sunny Monday morning and we had everything we needed to get started.  The GPS was loaded with the clinics on our hit list, the smell of fresh brewed coffee filled the car and our carefully chosen X-factor was awkwardly quiet in the back seat. 
 
X-factor: n. Definition: A variable in a situation that could have the most significant impact on the outcome. 
 
Our X-factor was a 29-year old soft-spoken former professional soccer player whose entire family was in the medical profession.  Her background was in business marketing and social media branding. Her biggest contribution to the team was that she was a not a chiropractor like us, and she started chiropractic care for the first time just a week earlier.  Her job was to listen, observe and get the opinion of the clinics and chiropractors through the eyes of a potential patient.  It would later be determined that her presence was invaluable.  
 
During our 5-day reconnaissance mission, we spoke to 100’s of chiropractors and visited numerous offices.  It quickly became very clear as to why a chiropractor was crushing it could be a block away from a clinic that was closing its doors.  There was substantial evidence that systems, staff and the look and feel of the clinic all contributed to the success, but the overall hands-down determining factor for success or failure was the chiropractor.  In short, YOU are responsible for whether your practice will succeed or fail.  It is not the dwindling insurance reimbursement.  It is not your location, your office manager, your technique or the economy.  Please stop with blaming the economy.  That is so 2009.  It is time to be real and admit that 100% of your practice success is up to you and what you bring to your practice. Taking this one step deeper reveals that your practices success or lack of success directly effects our profession as a whole.  No more excuses.  Today is the day that you will quit looking outward for excuses and look inward for solutions.  Take an honest look at your life and see how it affects your practice and our profession.
 
Now, we would never leave you hanging with that weight on your shoulders without providing the insight and a simple plan to help get you, your practice and our professional to the next level.  
 
The first step starts with you and where you are today.  We believe very strongly that a patient doesn’t want to see a doctor more miserable then they are. You cannot preach wholeness or wellness and not be whole yourself.  Would you want to get braces from an orthodontist with severely crooked teeth or financial advice from a bankrupt financial planner?  No, and your patients don’t want to go to a chiropractor that doesn’t emanate and balanced, growing and healthy lifestyle.  They may start with you, but they will not stay with you.  If your student loans are weighing you down, your patients will feel it.  If you are living a lifestyle that you cannot afford which is causing stress, your patients will feel it.  If you eat crappy food, never exercise and are unhealthy yourself, your patients will not take your treatment plan serious and they will leave.  Bad relationships, lack of a larger purpose, burnout, no fun or family issues will all be felt by your patients, reflected on your practice and eventually on the profession as a whole.  
 
So what are your stress points or your weak links in the chain that connects you to the life and practice of your dreams? Let’s start with the 7 key areas of life.  We call them the 7F’s of Oola.  The first F is “Fitness” which accompanies everything health.  Are you at your ideal weight?  Do you exercise, get regular chiropractic care and eat healthy? Be brutally honest and rate your level of fitness 1 to 10.  
 
The second F is “Finance”, which is a big stressor with chiropractors.  Student loan amounts are at an all time high and default rates are amongst the largest for comparable professions.  At Oola, we feel that debt is evil and we feel that if all chiropractors were debt free, our profession would thrive.  The most successful chiropractors in the OolaNetwork are debt free and rocking it.  Even our chiropractors with very successful practices and awesome incomes feel anchored if they burdened with heavy debt.  Rate your overall finance 1 to 10 based on debt load, income and monthly budget requirements.
 
The next F to rate 1 to 10 is “Family.”  Family is everyone you are related to by blood or marriage.  Are your family relationships supportive and encouraging or toxic and enabling?  Are you struggling with your marriage or feeling guilty about the limited time with your children?  When talking to the chiropractors, family stress plays a major role in how effective they are in their practices.  
 
“Field” is the next F and for you, this is chiropractic.  Chiropractors are notorious for loving and giving their life to their career and the patients they serve, but by year 12-15 many are not trying to figure out how to stay in chiropractic but get out of their clinic.  The most important aspect of helping chiropractors remain strong in this F is to have a plan.  Where do you want to be in chiropractic next year, in five years and in fifteen years?  What is your exit strategy when you are ready to retire?  When you rate this F, rate it based on how passionate you are when you go in the office, how do you feel about your current work load and do you feel that you are getting more out of your career than a paycheck.  
 
The fifth F is “Faith.”  Do you feel a higher purpose to your life?  Do you feel connected to something bigger than yourself?  Faith can be a touchy subject, but it needs to be hit head on.  The chiropractors that we interviewed that have a strong faith felt more confident and at peace with life.  They felt that their faith, even though never discussed in their practice, brought strength and purpose to their practice.  Rate your faith 1 to 10.
 
The last two F’s, “Friends” and “Fun”, carry less weight when it comes to practice success, but they need to be rated to give you and overall picture of how balanced and growing your life is.  It is very important to have the right quantity and quality of friends.  It is equally important to get out of the office and enjoy life, pursue your personal passion, have great experiences, create memories and have fun.
 
Now that you have rated yourself in the 7F’s, where are you weak? What areas need focus? Pick the two or three main areas of your life that are most out of balance, the lowest score, and put a plan in action to balance and grow these areas. If you are 30lbs. overweight and doing well financially, spend some money and time on a fitness regime.  If you are 6% body fat and you car is ready to be reposed, take some energy away from the gym and focus on budgeting and getting your finances together.  When you balance your life, you will feel more deeply fulfilled. Your patients will sense it, your practice will grow and your income will increase. Everything will go to the next level.
 
Everyone, no matter where you are in life or in practice can improve.  We can all do better and be better.  We can all grow.  You have one chance at life, please don’t settle for mediocrity or wait until it is too late to grab the life and practice of your dreams.  This will serve you better, this will serve patients better, this will serve our profession better. And just maybe, we can finally reach the “other 92%.”
 
Dr. Dave Braun ( This e-mail address is being protected from spambots. You need JavaScript enabled to view it ) and Dr. Troy Amdahl ( This e-mail address is being protected from spambots. You need JavaScript enabled to view it ) are co-authors of “Oola: Find Balance in an Unbalanced World.” They also lead the OolaNetwork (www.OolaNetwork.com) which helps doctors reach the “other 92%” by tapping into the power of social media to market their office, grow their practice and increase their income. As of this writing their three Twitter accounts (@TheOolaLife, @OolaSeeker, @OolaGuru) have a combined following of over 250,000 “flockers.”
 
Five Ways to Market Your Chiropractic Practice
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Marketing
Written by Tom Owen III   
Wednesday, 25 September 2013 23:07
A
re you looking for new ways to market your chiropractic business? Have you tried traditional methods but have not seen the returns that you were hoping for in your company? Do you need a fresh, new approach to promoting the services you offer? Every business falls into a rut sometimes and when that happens, you have to think of new, creative ways to attract business and potential new clients. 
 
marketing9Follow this quick guide to learn five new and innovative tips for marketing your chiropractic practice. Sometimes it takes new ideas, and other times it takes returning to tried and true methods that have worked in the past. With a little creativity and good planning, you will be well on your way to bringing in a new season of business.
 
Tip #1: Create a Website 
If your chiropractic business does not have a website, it needs one. Most clients are going to find you via the web, so hiring a design firm to create a professional website is a worthy investment. A client inherently trusts a company with a professional website, so only design yours if you actually have some professional design skills. Make sure your website is written clearly, has a logo and mission statement, and offers a page detailing the chiropractic services you offer. Also, make sure your contact information is clearly visible on the first page to make it easy for patients to contact you. 
 
Tip #2: Offer a Promotion for First-Time Visitors
This standard marketing strategy still works. Offer first-time patients a substantially discounted fee for their first visit or two. By doing this, you’ll break down financial barriers if they’re a bit skeptical that chiropractic can help. They also receive a professional introduction to your practice and the services you provide. You can offer this promotion as a downloadable and printable coupon on your website. Just make sure that you’re confident in your business protocols. Otherwise, you’ll struggle with what I call a “mineral oil” practice—new patients come in the front door and out the back due to a lack of solid chiropractic protocols.
 
Tip #3: Offer Free Services at Malls and Trade Shows
Get your practice out into the public. Set up free stations in malls and at trade shows where you can give quick massages, health assessments, and spinal screenings. Make sure you have a sign-up sheet where visitors can write their contact information to receive future promotions and news from your practice. If you collect e-mail addresses, make sure you include a signed waiver that clearly states that they’re interested in receiving information from you in an electronic format.
 
Tip #4: Hold a Drawing
At your free services station, also invite future patients to enter their names and contact information into a drawing for the month. This is a great way to promote your business and to draw in future patients. Customers always like a good deal, and you can make them feel like they are getting the most bang for their buck by giving away something entirely free. They may be more willing to sign up for an appointment or two at your practice by doing so.
 
Tip #5: Utilize Social Media
You may dislike Facebook, Twitter, and other social media sites. However, the bottom line is that you need social media accounts and you need to learn how to use them to have a business in the twenty-first century. Social media is especially important if you are trying to draw in future patients who are in the teens to thirties age range. People in this age group are avid users of social media. 
 
You can drum up business on Twitter with pithy sayings, statistics about body alignment and health, and promotions. Post photos and videos on social media to help future patients learn about the services offered at your practice. Begin following the people who “like” you on social media and gather your very own online audience to serve as your fan base that will promote you to their friends on social media channels as well.
 
Keep this guide of five quick and easy tips for marketing your chiropractic practice with you as you develop your new marketing plan. Promoting any kind of practice is hard work, but with a little effort and creativity, you can market your chiropractic practice and draw in even more new patients before you know it. 
 
Remember to continue doing what has worked well in the past, but do not be afraid to go out of your comfort zone and utilize technology to promote new business and win over a younger audience. Let potential patients know about the great services you offer by being strategic with your marketing plan. Little steps along the way can lead to a huge impact on your profits and future returns.
 
 
Why Should Patients Choose You?
Marketing
Written by David Pritt   
Wednesday, 25 September 2013 22:45
W
hether you are opening a new practice, buying an existing practice, or just working every day to grow, getting new patients and keeping them is a daunting task. Competition is around every corner and simply advertising exceptional chiropractic care isn’t enough anymore. Practice differentiation is the key.
 
competitiveadvantageThere are a variety of ways to differentiate your practice. Everything has been tried, including trying to choose the perfect location, offering different services, revising clinic layouts, and dress codes or uniforms for staff. However, branding and marketing are two very essential ways to stand out from the competition that every chiropractic practice should consider in order to be successful in today’s competitive, driven market.
 
Why Branding?
Your brand should do two things very well: tell members of the community who you are and why they should come to you instead of the doctor down the street. Well-developed branding does this by using a combination of elements including your name, tagline, color palette, logo, and even the font you use to create your logo/name. By combining these elements in a properly designed way, you can develop your brand to set your clinic apart and tell the community how you are different and why that is important for them. 
 
A really good example of this type of educational branding is Dr. Renée Stauffacher with intūn ChiroCare in Sheboygan, Wisconsin. When developing her brand, Dr. Stauffacher wanted to emphasize how she examines, evaluates, and treats each patient very individually. She felt that it was her personalized, individual attention that really set her apart. Dr. Stauffacher developed the tagline “Our Focus is You” to go with the stylized name intūn ChiroCare. She chose a soft, inviting color palette and the layouts of her website and printed materials were written clearly and exude warmth. All of these elements were intentionally developed to create a brand that puts the focus directly back on the patient and not on the doctor. Her brand does exactly what it is supposed to do—it tells her community why it should choose her clinic.
 
It should go without saying, but I will say it here anyway, any value or trait you personify in your brand has to be genuine. It truly has to be part of who you are and what you offer. If it is simply something you aspire to be and yet never achieve, the brand will become a negative throughout your community.
 
A well-developed brand identity takes time to establish in an area. Be patient and consistent in your marketing and community touch points. Typically it can take from 5 to10 years of repeated, consistent, well-branded messages for a brand identity to become a recognized community icon. However, once the brand has taken root, it becomes a valuable asset when the time comes to sell the practice. Branding should always be part of your long-term business strategy.
 
Service Packaging
Look at just about every chiropractic website out there and you will find nearly universal elements: a section on chiropractic care, a “we offer” message, and a well-written doctor bio. Unfortunately, these things don’t really help differentiate you from of the clinic down the street or provide potential patients with a reason to come to your clinic. 
 
Instead, you need to offer services that go beyond what every other doctor offers and then let the public know why they need those services.
 

Dr. Olson presents his services to seniors and packages it just for them.

Let’s take for example Dr. Leif Olson of Active ChiroCare in Lincoln, Nebraska. Dr. Olson went through all of the branding processes mentioned earlier and then decided to move to a new location. The brand identity that he developed was all about activity, movement, and getting active. So when he changed locations, he invested in some new equipment that allows him to offer additional services that improve core strength and balance as well as treat osteoporosis and other bone issues. 
 
Now instead of being limited to promoting his practice as just another chiropractic office, he is able to package his services as something more. This has allowed him to appear on local morning television shows as an expert in natural ways to treat bone health issues. His practice went from being one of several chiropractic offices in the area to being one of Lincoln’s only bone health specialty treatment facilities.
 
Dr. Olson presents his services to seniors and packages it just for them. He discusses how to prevent falls, be stronger, and be more active—exactly what his brand is all about. He has given residents in Lincoln a reason to come to his clinic instead of anyone else’s.
 
You Can Differentiate Too
Take a look at your brand and how you present your services to the public. As the healthcare market changes, so does the landscape for marketing. Being able to differentiate your practice and give prospective new patients a reason to come to you is key. If you don’t take the steps to stay ahead, your practice will be left behind. 
 
David Pritt is the owner of ZUZUGroup Branding and Design and Director of New Center Development for BStrong4Life®. He can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it
 
Marketing the New Practice
Marketing
Written by Peter G. Fernandez, DC   
Monday, 25 March 2013 17:36
There is a big difference between marketing a new practitioner and marketing an established practitioner.

microphone21Marketing is made up of these elements:

Money: The more money a doctor has, the more he can spend on advertising.

Time: The more free time the doctor has the more one-on-one networking he can do.

Reputation: The longer a doctor has been in his community and the better his reputation, the better his advertising and marketing will work.

Referrals: The more patients a doctor presently has, the more referrals he can stimulate.

Effort: The more effort a doctor is willing to expend to get known in his community, the more his marketing and advertising will produce.

Experience: Almost everyone wants to go to a doctor who is very experienced at caring for their health problems. Almost no one wants to go to a novice.

Money
The established doctor usually has money in the bank, an enhanced ability to borrow money and cash flow from his practice to invest in advertising. A new professional usually has a severe shortage of money; therefore, must market with his time and effort.

Time
A new doctor usually has fewer patients, less money, but more free time than an established doctor. Therefore, he must use his free time to meet more people to make up for his lack of money and reputation. The more time he invests in meeting the public, the more likely he will succeed. The less time he invests in meeting people, the more likely he’ll fail … or starve.

The new doctor has to go from being totally unknown to being extremely well known … quickly! And, that’s a big leap.

The established doctor is usually treating patients all day and doesn’t have the time to circulate throughout his community, but has more money. Therefore, advertising is his best option to attract more new patients.

Reputation
The established practitioner already has years in his community and has established his reputation. He knows many people and when he advertises, the people that know him or have heard of him, will say, “I’ve heard of this doctor … he has a great reputation.” Then his advertisements will attract many more new patients because of his known reputation.

There is a famous ophthalmologist on the West coast of Florida. He has the reputation of being the “best” in Florida at removing cataracts. He established his practice out in the boondocks…nobody lives there. His office is a 7-story building, like a little hospital. Almost everyone from the West Coast of Florida goes to him to get their cataracts removed. They drive by 50 – 150 other ophthalmologists to get to this doctor. And, yes, he advertises. But, everyone that reads his advertisements also knows his reputation. Therefore, when he places an ad, it attracts many new patients.

No Reputation
Now let’s discuss the new practitioner. Nobody knows him. He has no reputation, so when he advertises, his ads will attract less new patients than the same ads would for a doctor who has an established reputation.

A new doctor has to counter the difference between the established doctor’s reputation and his lack of reputation. He does so by meeting people … not one or two, but hundreds and hundreds. The established doctor knows thousands of people and the new doctor must quickly meet thousands of people if he wants to attract a similar number of people from the community.

Referrals
Since the new doctor has very few patients, he cannot hope to compete with established doctors on patient referrals. Few patients produce few referrals.

Effort
The new doctor, in order to compete with established doctors, has to meet thousands of people and motivate them to know and trust him. Being a “couch potato” waiting for people to come to him won’t work. Instead, a new doctor must invest a massive amount of his time on meeting the people of his community.

Don’t believe for a second that a new practice can become successful without effort … lots of effort. An easier way will not become available.

How a new doctor gets known is usually determined by the doctor’s personality. Some new doctors will do public speaking … most won’t. If this describes you, join Dale Carnegie and Toastmasters.

These organizations will teach and coach you on how to do public speaking. It is not hard to get speeches. Every Civic Club, church, synagogue, mobile home park association and condominium association is looking for speakers. A new doctor could easily be speaking at 4 – 5 clubs per week. The cost is right … nothing! And, the clubs will usually provide lunch.

Scheduling screenings is also an effective way to meet people, but more difficult because the doctor has to look for events in which spinal screenings would be acceptable, like health fairs, home shows, vitamin stores, back product stores, etc.

Experience
When a new doctor advertises, his ads should feature the knowledge he has. Remember, a new doctor is competing against doctors with 10 to 20 years of experience. A new doctor can’t say he has 20 years of experience, but he can say that he has the latest knowledge on how to take care of various health problems. The fact that he has the latest knowledge gives him the credentials he needs to compete against the experience of the established practitioners.

Passive Marketing
New practitioners, due to their lack of experience, usually utilize marketing that is passive in nature rather than marketing that would be considered active. Passive marketing is when a doctor does something that doesn’t require him to meet anybody. The passive marketing doctor hopes that someone will react to his passive marketing and become a patient.

Passive marketing is web sites, social media campaigns, PDF advertising, writing articles for magazines and newspapers, sending out emails, direct mail campaigns, fax campaigns … anything that does not involve human contact on the part of the doctor. Unfortunately, passive marketing doesn’t work very well.

Passive marketing also requires a lot of patience on the part of the doctor. It can take days, weeks, months and even years to produce results. If a new doctor has a lot of money in the bank, which most new doctors don’t, he can wait for his passive marketing to work.

Active Marketing
Active marketing is when a doctor meets non-patients and sells himself and his services to the strangers.

If a new doctor wants to generate new patients quickly, he should concentrate on active marketing. This includes public speaking, spinal screenings, one-on-one networking, giving out “How to Lift” and “Heimlich Maneuver” posters, etc.

Many doctors have used their leisure time to do active marketing, eg: playing in softball leagues, coaching Little League, football, being a team doctor, etc. These activities can produce an instant flow of new patients when done professionally and effectively.

Active marketing takes “guts.” Passive marketing is for the wimp. In essence, active marketing is doing the activities the passive doctor doesn’t want to do and is unwilling to do. Active marketing chiropractors are more successful than passive marketing chiropractors. Which are you?

In summary, the established doctor, not having available time, yet having experience and a good reputation should concentrate on advertising and referrals to market his practice.

The new practitioner, who is usually short on money, experience and reputation, should concentrate on active marketing techniques that require time and effort. When he does advertise, he should only use ads that are professionally designed and with the advice of a new-practice coach who can direct him on what advertisements work best and where to place them.

Dr. Peter G. Fernandez is known as the “Start-Up Coach” and is the world’s authority on starting a practice.  He has written 20 books and over 200 articles on starting a practice, and has consulted in the opening of over 3,000 new practices.  This experience has revealed what students and doctors need to know to start a successful practice.  Please contact Dr. Fernandez at The Practice Starters® Program - 10733 57th Avenue North, Seminole, Florida, 33772; 1-800-882-4476; This e-mail address is being protected from spambots. You need JavaScript enabled to view it or visit www.PracticeStarters.com
 
How to Make Your Marketing More Effective
Marketing
Written by Paul S. Inselman, DC   
Sunday, 24 February 2013 23:01
I
f I were to say Mercedes-Benz, would it conjure an image of an expensive, reliable, and safe car? What if I asked you about the qualities of the Red Roof Inn versus the Ritz Carlton Hotel? Do they look different in your mind’s eye? How about your clinic? What image comes to the public’s mind when someone mentions your name or your clinic’s name?
 
marketingmoreeffectiveMarketing for businesses has changed quite a bit over the past thirty years. Advances in technology and marketing techniques have allowed businesses to take advantage of better market penetration at lower costs.
 
Compare marketing techniques of general businesses to chiropractic marketing and you will see that we employ virtually all of the same methods used in the late 1970s when Dr. Jim Parker revolutionized our profession. If you have been practicing for more than ten years, what are you doing differently in marketing that is fresh and new? Are you still doing health care classes, patient appreciation dinners, monthly events, and screenings? Are you performing them differently than in years prior? More importantly, are you getting consistently good results that lead to more quality new patients?
 
This article will discuss some steps that you can take to improve marketing efforts. I teach my clients that a strategist will slaughter a tactician every time. This is why I teach my clients to deploy strategic-based marketing instead of tactical- based marketing. Let’s explore the two methods.
 
Most chiropractors are familiar with the technique of tactical-based marketing. Do a health care class, do a screening, do a patient appreciation dinner, and do a newsletter. In short, throw enough stuff against the wall and hope something sticks. While that methodology might have served our profession well in previous economic times, in this economy it won't work as well, and maybe not at all.
 
Strategic-based marketing takes all of the methods from above and creates specific marketing campaigns that have a beginning, middle, and end. The campaigns are measurable to make sure that they accomplish what they set out to do, as well as giving you a return on investment in either time, money, or both.
 
To illustrate the two techniques, let me give you some examples. Let’s say that you want to do an e-mail marketing campaign. A tactician will develop or buy an e-mail marketing list and send out a thousand e-mails to prospects describing his wonderful services. The tactician now feels that he is marketing via e-mail, and that is correct. The real questions, though, are about the quality and effectiveness of the marketing. How is it being measured? How can it be tweaked and improved? On what basis would you tweak or change it?
 
A strategist implementing an e-mail marketing campaign first determines what strategies to deploy before the first message is ever sent. Will this campaign be for brand awareness or the procurement of new patients? Will the target group be headache sufferers or lower back pain sufferers, or both? Will they be in an age demographic of 30-40 year olds, or one of 70-80 year olds? What type of follow-up will come after the campaign? How often will the follow-up occur? How will results be tracked to know if the desired response and return on investment (ROI) are reached? Once a strategist answers those very important questions and sets up a tracking system, then it is time for the actual deployment of the technique or strategy.

Like it or not, chiropractic is a personality-driven business.

 
Like it or not, chiropractic is a personality-driven business. What that means is people buy you, not chiropractic. It is vastly different for medicine. When someone goes to a medical doctor, the patient buys the field of medicine, not necessarily the practitioner. Think about patients who come to you complaining that their medical office staff was mean or rude and kept them waiting for hours. You politely ask, “Why do you go back?” They reply, “Because the doctor is really good.” What if we kept our patients waiting or our staff was mean or rude? Not only would that patient not return, but also that person may never go to any chiropractor again because all chiropractors must be bad. That is what I mean when I say chiropractic is a personality-driven business—people buy the chiropractor not necessarily the field of chiropractic.
 
When you market a chiropractic practice, I want you to think of yourself as being a politician. How does a politician get people to vote for him? He goes out and tells his message to as many people as possible. He uses radio, television, billboards, books, late-night talk shows, direct mail, e-mail, etc. Now we probably don’t have the budget or skill sets to do radio or TV or go on a late-night talk show. However, we have plenty of methods within our financial means to get our message out there.

You may utilize the following checklist to help your marketing efforts:
  • Determine your “end game.” What do you want to see happen as a result of the expenditure of time and money put into this marketing campaign?
  • Create a measurable beginning, middle, and end to ensure that goals are being met.
  • Have a specific goal in mind for the campaign. Don’t just say, “I want new patients.”
  • Create budgets and stick to them.
  • Measure your ROI. If you fail to get a return, either tweak your campaign or abandon it. Don’t throw good money after bad.
  • Create a minimum of five and preferably ten independent strategic-based marketing campaigns.
  • Create meaningful ongoing follow-ups.
  • Determine every objection that can possibly come up and create an answer to the objection.
  • Expect your campaign to work—85% of what we get is what we expect.
  • Keep expanding and improving your campaigns.
I have good news and bad news. First, here is the bad news: this economy is unforgiving. The success of your marketing efforts will determine the success of your practice. The good news, though, is that the economy is not good. A bad economy causes more stress for people. As you know, stress causes subluxation. We are the only health care providers that fix subluxation. Do you think if you marketed your practice properly, with the profession also being marketed properly, chiropractors could thrive? I know we can because every day I coach successful chiropractors that are getting sick people well and creating a great economic life at the same time. Don’t give up—you can do it too!

Dr. Paul S. Inselman, President of Inselmancoaching, is an expert at teaching chiropractors how to build honest, ethical, integrity-based practices based on sound business principles. From 2008-2012 his clients’ practices grew an average rate of 145% while the general profession was down 28%. His twenty-six years of clinical experience coupled with ten years of professional coaching has allowed him to help hundreds of chiropractors throughout the nation. He can be reached at 1-888-201-0567 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it
 
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