With the slower summer season fast approaching, many of us will start mentally packing it in until after Labor Day. We will start to pull back on our marketing, advertising and public relations programs because “it’s a waste of time and money to promote our practice over the summer”.
You couldn’t be more wrong.
The best time to go “fishing” for new patients is when all your competition decides to pack it in and coast until Labor Day.
Two reasons why:
- Less competition vying for the same new patients. You have the field to yourself.
- Better quality patient.
Let your competition buy into the self-fulfilling prophecy that certain months are slow months so we need to cut back on marketing. They do (cut back that is) and guess what happens – the phone stops ringing. Their weekly new visits goes down so they cut back even further.
They were right all along. Or were they really?
“See. It is a lousy time to market our services” they proudly tell themselves. They were right all along, they conclude.
Wrong. Wrong. Wrong. A thousand times wrong.
Even if there are a few fewer new patients in the marketplace over the summer months, when they need a chiropractor, who will be there for them?
You, I hope.
So when everyone else turns left, you turn right. You will have the market to yourself.
Be aggressive with your marketing dollars and you will enjoy a lot more bang for the buck.
It gets even better.
During the warm spring and summer months most people would prefer to be outdoors maybe shopping, partying, at the park, lake or shore.
They have plenty of fun things to do and you are not one of those things.
Someone who calls you or sees you is truly motivated.
They have a real problem. A real concern. A real need and they will be very receptive and open to what you have to say. And their needs and problems will not wait until after Labor Day.
They need to talk to a chiropractor today. Will that chiropractor be you?
It will be if:
- You have not mentally shut down.
- You aggressively market your practice while everyone else has pulled out of the market.
And the bonus is you will be getting a highly motivated patient.
So look at the next 3 to 4 months as an excellent opportunity to grow your practice not as a weak excuse to take the summer off.