Probability and Chiropractic Marketing - Recording and Analyzing The Data

Probability and Chiropractic Marketing - Recording and Analyzing The Data

Over the years each one of my children has brought home the same homework project. It seems to be around the time they were in third or fourth grade. You might know the one I'm talking about; it's the math project about probability.

Cutting up the various colors of paper, count them, toss the pieces into a paper lunch sack and shake vigorously. Open the top, reach in and pull out a piece of paper. The parents were to assist their children with the project by discussing what they had learned in class. Help them to define probability, predict the outcome, record their findings and discuss the results of the random drawing. They were even expected to identify the outcomes broken down to the least likely and the most likely of outcomes. We were asked to assist them with this random drawing, but they were responsible for creating a data chart and recording their data, analyzing the data and graph the data. They would then have to present their findings to the class.

I remember my first question to my children before we began; "what is probability?" Their response should have been along the lines of "the chance something will happen."

How this relates to chiropractic marketing is simple, the probability of new patients will be lower if you don't use some type of marketing for your practice. Therefore, the probability of seeing more new patients rises when you do even the smallest amount of marketing. Seems logical in theory, but it's more than a theory, it's a fact.

Why does something so simple seem to confuse so many chiropractors?

Maybe it has something to do with cost; after all a grade school experiment doesn't cost hundreds or thousands of dollars in order to see an outcome. But there is a lesson here for chiropractors to consider; when and if you begin a marketing project, regardless of the cost or size of the campaign you must record your data. Only then will you be able to predict any future outcome.

When you use any type of chiropractic marketing in your practice there will always be a "chance" that something will happen and even if the outcome is not as great as you had hoped; you have increased the probability that the with the next marketing campaign the yield will be higher.

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