DOCTORS ARP. ESPECIALLY RESISTANT TO THE WORDS "MARKF.T-ing and selling." Yet. the primary reason most people become your customers (patients) is because they choose to buy your services, and that result can be directly attributed to marketing. Let's all start out on the right foot and determine what is marketing, and you will see how you fit into the formula. Marketing is simply identifying the customers' or patients' needs and then satisfying them. It'you do a good job for the short-term, you can look forward to having a long-term relationship. So. how much simpler can that be because, as a chiropractor, almost anyone could be your target audience? And, since you are a good doctor. a majority of the patients should be satisfied. So, in a sense, you have a large potential base for patients within a reasonable drive time. Not convinced this is correct? Well, neither are the people in your geographical area convinced as to why they should become your patients. Obviously, some don't understand why they should see a chiropractor rather than their medical doctor, and some need to know why they should see you rather than any other chiropractor. At this point, we haven't spent any money on marketing. Most doctors think of marketing strictly as advertising: yet, there are many other ways to achieve positive recognition and brand your name as a professional expert. Realize the marketing process continues forever and begins with positioning you and your clinic as filling a particular need or niche. For example, you may market as the cheapest shot-gun adjuster in town, and that may get you the emptiest office in town orjust the type of patient that is looking for only cheap fees, not quality and service. Let's start with things that you can easily do and should have already done: That is, your internal marketing and first impressions of your clinic, your staff and of you, the doctor. It is simple, not always easy (especially if you are asking staff members to change their habits), but definitely doable. Train your staff to speak only in a positive tone and manner. Each day, your staff should be emphasizing to your patients that the doctor is the best and that he or she is highly respected in the community and, if applicable, a recognized expert in a specialized area of care. So, if you specialize in extremity adjusting— have your staff say so to your patients. This should start with the new patient telephone call, and the staff member can easily say, "You have made the right telephone call, as Dr. (insert your name here) is a recognized expert in this area of care. You will be glad you came here." Prepare your staff for the most likely conversations with patients, both via telephone and in person. This may seem too simple, but these professional and confident conversations build relationships and trust. Patients want to be seen by a doctor whose own staff feels as if they know, trust, and like the doctor. Also, the doctor and staff must look like they are professionals, and the office must also appear professional. That means clean, fresh, and uniform in professional appearance (posters and decorations) from room to room. Even pay attention to the reading materials you supply in your waiting room. Look over every inch of your office and your collaterals—all areas can be marketing vehicles. Another marketing avenue that is easy and often NOT DONE is asking for patient testimonials and referrals. Work out a script for your staff to follow, and just do it. The testimonials are invaluable, and most patients are delighted to tell their story. Referrals are golden. A handy flip video camera can capture many impromptu testimonials. Always check your own state laws and have proper patient release forms for their testimonials and videos. Nothing is a stronger branding tool than the written word. Written or "content" marketing is a valid way to gain status as a professional expert. Just start writing and put down your professional points, thoughts and information. No one reads your initial rough draft. Outlines prove helpful to any writer. They will help you organize and develop your flow of information. You must write news releases. Any event or new employee can be submitted to the newspapers and business magazines in your area. Call each publication to find the right person and the correct email. Attach professional photos, but place the news release within your email. That will ensure a higher rate of opening. Introduce yourself and your purpose of the email in one or two sentences. Then add a line of READ MORE BELOW and paste into the email your press release. The attention line should be as interesting as possible or contain the name of the person receiving it. Within one or two days of the email, you should follow-up with the person you emailed. Public speaking for churches and clubs is another avenue of branding and name recognition for you and your clinic. You (meaning an available staff member with a good script) can easily book speaking engagements for senior groups: just be prepared for booking new patients in the next few days post-speaking. Bring along handouts with your name, your clinic information, and telephone number on them, and allow ample time for questions and answers. Seniors are great patients and healthcare is a timely topic. So far we haven't spent any money on marketing, have we? Next you can write professional articles for your local newspapers. Just call and ask questions as to whom you should speak with about contributing. We all understand there is a steel wall between editorial and advertising, and advertising should never influence the acceptance of editorial. However, there are many exceptions to the rule, and perhaps being an advertiser may encourage the publication to agree to your editorial contributions. You may even find yourself becoming a monthly columnist. Always end any written piece with your biography, and add positive accomplishments, website address and email address. What have been addressed in this article are standard, practical approaches that work, but they are so easily ignored for the more beguiling high-tech approaches. The best of all worlds would be to utilize all avenues. So. for those who are email and internet savvy, there is another whole world of marketing tools available to you via videos, articles, blogs, and newsletters. Do your research on the more tech savvy approaches, but don't forget about the tried and true methods that are available. Dr. Richard E. Busch 111 is a nationally recognized Doctor of Chiropractic, author, and speaker. He has successfully treated thousands of patients for chronic and severe disc-conditions that traditionally would have required suigeiy. Dr. Busch developed the DRS Protocol1M, utilizing spinal decompression technology. He has served as a national consultant for the continuing development of this technology and the DRS Protocol'sl. Dr. Busch has published a recent eve-opening book *Surgery not Included: Freedom from Chronic Neck and Back Pain. You can visit his website at www.allcashacademv.com or www.hiischchiropractic.coni or call 1-866-662-2225. Realize the marketing process continues forever, and begins with positioning you and your clinic as filling a particular need or niche.
