Marketing Your Chiropractic Office

External Marketing is critical to the private practice today

. You must have something unique to offer the community in order to be effective. Gorilla Marketing for unique services that you offer is a great way to get exposure for your clinic. Using Gorilla Marketing to showcase a unique service is good but a more "puppy-dog" approach can prove more effective than anything. What do I mean; Support Groups. I, Dr David Goroway, helped to build one of the world's largest Energy Medicine Companies and while I was running the sales division of the company I believed in my heart that all a doctor needed to do was buy one of these machines, play the video in the waiting room and it would sell itself! No such luck! Even with the most unique services you have to get out and market; or find a staff member to do it for you!

Support Groups: Offering "support" for people in the community is an un-obtrusive way of giving back to the community. Of course it makes sense to host support groups for conditions that you have either specialty services or equipment for. A great example is the Energy Medicine machines and technology that doctors are now buying into. These machines help people with conditions that they think there is no relief for. An example is migraine headaches or hot flashes. People with these conditions suffer needlessly and you can offer support for them. When they arrive remember to be Interested NOT Interesting and after proving that you have their best interest and welfare in mind, then and only then begin to establish yourself as an expert in their condition. Offer them a guarantee and offer them an opportunity to sign up for a non-obligatory treatment session. You will have them willingly moving forward to a solution and you will be the solution.

Radio is a good tool to solicit patients. Primary Care Physicians: Most patients come in and are treating with an MD. MD's are at their wits' end giving out pain medications for musculo-skeletal complaints. Doctors are now required to register with the DEA, and each time they give out a prescription for pain medication they are monitored. They are actively looking for other solutions to treat musculo-skeletal problems. Physical therapists are making a huge move to make themselves individual providers and alienate themselves from the MD's., so we need to find a way to foster a relationship with MD's. Start by looking for patients in your office who have common medical doctors. Call these doctors and discuss with them: "I've had the opportunity to treat several of your patients, and I would like to come in and cater lunch for yourself and your office staff and talk about a condition that I have treated successfully for your patients.

I would also like to fax over a little note that the patient wrote about their care here." Get a testimonial from the patient in their handwriting, thanking you for the care and thanking the MD for allowing them to receive the care. This is your welcome mat to present case. Don't talk about anything else other than ONE case, keep it musculo-skeletal in nature and make it something the doctor is not having success in treating with medication. Example: headaches. The doctor could have prescribed Imitrex with no results for the patient. Talk to the doctor about your personal success about getting headaches under control. Explain how the care you are delivering is going to help with those headaches and how your treatment is very conservative. Tell them how you are going to treat the patient and that the patient will remain THEIRS. Reassure them you will send their patient back to them once the headaches are gone. You will want to go the extra mile and bring GOURMET LUNCH. You will find if you splurge a little, the doctor's staff will remember you and will refer patients to you as well. To facilitate this program: Assign 1 staff member to make 1 appointment per week or per month with an MD. When you go to the MD's office, bring paperwork and literature with you to establish facts. Do a power point presentation to step it up a notch. Ask them for the opportunity to treat a few patients so they can see the validity of the treatment. CPR Instruction: Align yourself with the city's Fire Department. One of the Fire Department's duties is education of the community. Get in touch with their training division and ask if they have a community wide effort to educate the public on CPR. Become an instructor/trainer in CPR and work in conjunction with the fire department to teach the community CPR. When you teach the course, you foster a relationship with the people attending the class, affording you the opportunity to "soft shoe" chiropractic care. You will have an open door to local businesses when you certify them in CPR. By marketing yourself as a CPR instructor, you will have little to no resistance coming in to their businesses. Many people will ask where you practice, will discuss their conditions and ailments with you and you can make appointments for them without having to ask. It is labor intensive, (the classes are a few hours long) however you can build a relationship with the community on a level previously unknown in this profession. Staff script when calling to set up classes: "I'm calling from Dr. Goroway's office, and we're calling because it is his goal to certify as many people as possible in CPR, and we would like to schedule a free class at your business for all the employees at your organization. We will fax over a bulletin you can pin up in your break room or your company bulletin board regarding the class. We would like to schedule a time for off hours to have all your employees certified in CPR. Each employee would receive a certificate of completion to show they are certified in CPR. The reason we do this is so we can give a wonderful gift back to our community." They will thank you for giving this gift. In order to get started, call the local fire department and get in touch with their training division. Find out if they work with the American Heart Association or the Red Cross. You will need to attend the basic course and then attend instructors course. Become recertified, and then attend weekend instructors course. By teaching CPR courses, you will open many avenues within the city for new patients.

Keeping Track: Purchase a yearly planner for your "Calendar of Events" for marketing. You should schedule 1 CPR class per week, 1 MD presentation per week and fill them in for the rest of the year. You can provide these services in conjunction with other services. For example, you can do a presentation on "The Power's On Energy Lecture" at a company you have provided a CPR class for. "The Power's On Energy Lecture" is about increasing staff productivity. After you give CPR course, you can talk to the business about increasing staff productivity. The lecture discusses such topics as food combining, hydration, exercise and proper spinal hygiene. With these items in balance, you get a healthy individual who can produce more in the workplace. After you go in to a company with something soft (like CPR) you can go in and offer any other lectures. You are fostering long-term relationships. Become an expert at certain workshops and offer them to the businesses. Keep in mind: For effective marketing if you do a CPR course at XYZ business, you should schedule another workshop 3 weeks later at the same facility

by: David Goroway

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