Developing a Market-Dominating Position
by Dr. Lee Wood
Success requires giving people something they can’t get anywhere else. You need to focus on the trends and solutions that no one else is offering so that your clinic becomes the obvious choice for patients.
Examples:
One-stop wellness (acupuncture, massage, naturopath)
Extended hours and days
24-hour emergency service
Specialized techniques
Groups and clubs
Memberships
Gold standards
Insurance advocate to handle claims
Cash plans
Online scheduling
Useful information on your website (exercise videos, etc.)
Marketing 101
Marketing consistently is important for putting a face on chiropractic and becoming the chiropractor of choice in your area.
Identify your ideal patient (consumer). As a small business, you are going to have limited time and money, so make your marketing proficient and highly effective. Find out where your ideal patient works, plays, worships, and socializes, and spend your time and effort there. They will then refer like-minded people.
Identifying who will benefit most from your products and services makes for an effortless, easy sale.
Do not waste your time and money on those who genuinely don’t want your services. Some will, some wait, some won’t, next. There are about 320 million Americans, so find the ones looking for you. Remember that 93% do not have a chiropractor, and the odds are in your favor.
Be creative and have fun. Do things you enjoy when marketing. The energy of having fun is contagious.
Build your brand. Engage the patient on an emotional level, have a plan, keep it simple, inspire interest, and deliver on your plan.
The key to your marketing is the substance of your service. Following are three proven policies I suggest you use:
Everyone on the team must have a helpful attitude.
Every patient must leave better than when they came in.
Every patient must feel that they got more than they paid for.
Can you imagine how effortless and successful your practice will be if every patient experiences these three policies during every visit?
About the Author
Dr. Wood has been in active practice for more than 43 years. He’s a veteran consultant and the founder/CEO of One-On-One Chiropractic Coaching. He works with hundreds of chiropractors worldwide on a host of topics, including new patient acquisition, practice management, prosperity consciousness, and personal growth. Email him at [email protected].
