Reach Out to Build Your Practice
FEATURE
Kevin Wong
Wherever you practice is located, it’s a good bet that you are surrounded by a community. Whether your office is located in a city, suburb, or rural area, there are many opportunities for you to participate in a number of organizations or activities involving the people living and working in your area.
When it comes to marketing our services, it’s a rule of thumb that whatever money or energy we spend, we should at least make that much back to break even. Effective marketing obviously helps us make money. Furthermore, we realize that internal marketing to our existing or past patients is a powerful source of practice health and growth.
If you remember nothing else about this article, remember that your patients are excellent resources! Your patients have improved their health and quality of life through your education, treatments, and kindness. Existing patients know and trust you, and they are rooted in many aspects of your surrounding community. Think about the patients you know, what they do, who they work for, etc. How can they help you make contacts and reach out to others?
Think of all of the possible avenues to explore and connect with people in professional ways to build your practice. It is human nature to be curious and eager to learn. People will give you their attention, even if only for a few moments, if they think you have something to offer. People are always hungry for knowledge, especially when it comes to their health. As chiropractic health providers, we are well qualified and poised to provide educational information. The trick is finding the right avenue to express yourself that makes you feel comfortable.
Not everyone enjoys public speaking. I know some doctors who cringe at the idea of having to get up in front of people, while others love teaching to large groups or gatherings. Here are some ideas to consider using to extend yourself into your surroundings in a positive way:
1. Offer educational classes at local community centers:
Offering a healthcare class in your own office differs from a class at a community center because of the population base.
■ *The environment at the community center is nonthreatening, so it’s a great way for prospective patients to meet you and find out about your personality. J J
Obviously, in your own practice, your base comes from new and existing patients. A community center will send out a catalog of its classes to residents across the area, which gives you exposure to people who may not even consider talking to you in the first place.
The environment at the community center is nonthreatening, so it’s a great way for prospective patients to meet you and find out about your personality. People will also subconsciously notice your name listed as the class instructor, even if they don’t take the class. When they look for a DC later, you may have name recognition that will bring that patient into your office.
You can offer many possible types of classes. Take a look at the most recent class catalog to see what classes are already offered. Remember, whatever topic you choose should be interesting and relevant enough to people’s lives to make them want to sign up for the class. You may want to ask some of your patients what topics they would like to learn more about and then frame your class around those answers.
‘ ‘Being a member of these organizations puts you in touch with a large number of local community leaders and business owners. J J
2. Get involved with your local service organizations:
Examples of these include the local chapter of the Rotary Club, Kiwanis Club, and Lions Club, although there may be others in your area. Being a member of these organizations puts you in touch with a large number of local community leaders and business owners. Members of these organizations will likely include the chief of police, fire chief, postmaster, or city planner. It keeps your finger on the pulse of the community and helps you find out about important issues with which the community is dealing.
Whether or not you’re a member of any of these organizations, you can offer to speak at one of their meetings. They are always looking for quality speakers to present topics that are pertinent to relatable health issues. This also provides good “face time” in front of the local community, further bolstering your status as a local healthcare professional and expert.
3. Join your local chamber of commerce:
Being a member of the chamber of commerce is a great way to make your practice a part of the local community. It puts you in contact with other businesses in your immediate area and helps connect you to prospective patients when people call the chamber or see your listing in their directory or on their website.
You can also make powerful connections with the owners and employees of other local businesses. As these people see you around town and get to know you better at chamber functions, they are more likely to do business with you. The smaller the city or town, the faster word gets around the business community about what you have to offer.
4. Business/lead/referral groups:
There are many types of these groups, so you may have many choices depending on your area. These groups generally allow one person per business category with the idea that people within the group become a referral network for each other’s businesses.
^Whatever idea or avenue you use to reach out to the public, do it on your own terms and bring your desired message. J ?
These groups generally work well if you put enough time and energy into them. That means you need to show up and try your best to actively give referrals to other group members. It is a great way to educate people who can be a sales force for you.
5. Clubs, social outlets, and church groups:
These types of organizations are usually more casual than those previously discussed. Different clubs and groups may center on a particular interest or hobby of yours. Whether it’s a book club, dancing, or knitting, there aie always people who share your interests for you to contact. If you don’t know how to find these groups, you can search for them on the Internet.
Whatever idea or avenue you use to reach out to the public, do it on your own terms and bring your desired message. For instance, my practice niche is specializing in problems that start with the feet. My community education focuses on teaching people that chiropractors are more than just back and neck doctors. Most patients do not even realize that we can treat the feet. The people I know and meet in my local community eventually come to understand my specialty and the unique qualities I have to offer them.
You will send your own message or practice philosophy that projects your specialty or areas of interest and expertise. People will get to know your special brand of chiropractic care. Remember that it takes time to sow seeds and watch them grow. Give people in the community time to get to know and trust you. Before you know it, you’ll be walking around town and seeing familiar faces of not just your patients, but members of your community as well.
Dr. Kevin Wong is a 1996 summa am laude graduate of Palmer College of Chiropractic West. A past instructor of chiropractic technique for the college, he is currently part of the adjunct faculty. Dr Wong is also a past lecturer and instructor for the International Chiropractic Association of California. Currently, he is in full-time practice in Orinda, California, and has been a speaker for Foot Levelers for many years.
