Increased Public Awareness + Education = New Patients
Practice Management
Written by Maurice A. Pisciottano, D.C.   
Wednesday, 30 July 2003 00:00 Read : 1223 times

You love chiropractic.  You want to share the benefits of chiropractic with the whole world.  You would like to add a few new patients a week to your practice.  Accomplish all this and more through a performance workshop presentation. 
Increased Public Awareness + Education = New PatientsOffering a performance workshop to businesses is a cost-effective way to share the benefits of chiropractic, establish yourself as the chiropractic expert in your community and increase your new patients.  You want to present a comprehensive workshop designed to improve the health and well-being of the individuals in attendance.  Look for a performance presentation product, such as a lecture series which might include video and/or slides, that has an established track record and focuses on increasing energy and productivity levels and decreasing the level of stress in the lives of the participants. 
Once you have chosen your performance workshop product, you need to target your audience.  Within your community are hundreds of businesses with thousands of employees that can benefit from a performance workshop.  Where do you start marketing this program?  Pick up your local telephone book and flip to the business-to-business section of the yellow pages!  You have at your fingertips, an abundance of prospects.
Focus your initial efforts on the professions that involve activities causing strain on the individual.  For example, businesses that fall in this category include hair stylists, factory workers, retail workers, and public service employees.  Companies operating within an office environment also make good prospects because of the level of stress the employees face on a day-to-day basis.  Employees in almost any type of business can benefit from the information and education provided during a performance workshop.
Compile a list of fifteen to twenty-five companies to contact and introduce yourself and your program.  Your goal is to speak to the person responsible for scheduling employee activities and to schedule a day to conduct the performance workshop.  Typically, the person you will need to speak with is the human resource director, employee relations supervisor or company owner.
Once you have the appropriate person on the phone, introduce yourself, provide your credentials and outline the benefits of the performance workshop.  Explain how this powerful program will help their employees function more effectively and work more efficiently.  The workshop that you choose should contain information that will teach individuals how to:

  • Enhance their Energy Level
  • Improve their Body’s Ability to Function
  • Strengthen their Body’s Structure
  • Increase Coordination and Safety
  • Reduce Stress

Address any questions or concerns the decision-maker may have regarding the performance workshop.  Highlight a few successes of the program that you experienced when it was presented to other businesses in the same or similar industry.  Be sure to schedule a time that is convenient for the majority of the employees and suggest that the company make the presentation mandatory.  This will help ensure the success of the program for the business and for your practice.  Once the presentation is scheduled, send a confirmation letter to the decision-maker.
You should always maintain a prospecting list of fifteen to twenty-five companies to call and schedule a performance workshop.  Keep in mind that companies add employees, change ownership and relocate on a regular basis.  With the yellow pages, you will never be without a database of prospects for your practice.
The presentation is scheduled.  Now you must prepare to present the performance workshop to your audience with confidence and enthusiasm.  Review your slide presentation and rehearse your scripts.  You should be comfortable with the material and the manner in which you will deliver the information.  If necessary, rehearse until you achieve a level of comfort that satisfies you.
On the day of the presentation, check the slide show and all audio-visual equipment.  Be sure to take all presentation materials, handouts, business cards and office brochures for distribution.  Arrive at the meeting location at least thirty minutes early.  This will give you enough time to set up your equipment, get comfortable with the environment and personally greet the attendees.
Keep your energy level high at all times and command the group’s attention.  How you close your performance workshop is extremely important.  Describe the type of help you can offer the attendees through chiropractic, productivity enhancements, increased energy, injury prevention and pain relief.  Explain that someone will contact them to ensure they receive information on the area in which they have a health concern.
Before leaving the company, schedule another performance workshop in six months.  The second presentation serves as a refresher course for current employees and an introduction for any new employees that have joined the company.
Within forty-eight hours of the presentation, call all the attendees of the workshop to schedule an appointment with them.  Track the number of new patients you receive from each workshop.  Use these numbers to evaluate your success in doing the performance workshop and securing new patients.
Decide how many external lectures you would like to do every month.  Use your list of fifteen to twenty-five companies from the yellow pages as your guide.  You will be amazed at how many people are eager to learn more about chiropractic and feeling better, naturally!

Dr. Maurice A. Pisciottano, CEO and founder of Pro-Solutions for Chiropractic, is a practicing chiropractor, noted lecturer, author, producer and research and development technologist. He is well known for his practice management expertise, as well as new patient development programs. He has devoted the past twelve years to the development of the instrumentation and the computerization of chiropractic treatment and documentation. Dr. Pisciottano regularly lectures at Palmer College of Chiropractic in Davenport, IA, and at Logan College of Chiropractic in St. Louis, MO. He can be reached at Pro-Solutions for Chiropractic in Pittsburgh, PA, at 1-877-942-4284.


 
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