September 2004
Vol. 1, Issue 3
The Spinal Column

Win $1,000 Worth of Free Marketing Services
Contest Winner: Dr. Vincent Vinciguerra
To Grow: What's Your USP?
Marketing Idea of the Month: Public Speaking
Letter of the Month
Special September Programs for You

Win $1,000 Worth of Free Marketing Services

On September 30th we will be awarding a free marketing program valued at $1,000 to one of our subscribers. To be eligible all you need to do is be an active subscriber to The Spinal Column.

The winning doctor will be announced in the October issue of this newsletter.

Congratulations to Dr. Vincent Vinciguerra!

Dr. Vincent Vinciguerra is our $1,000 marketing package winner for August. Dr. Vincent Vinciguerra, please contact Sonia at Metro Marketing by Friday, September 10th. To be eligible to win for September, just sign up for our newsletter and look at it when it arrives in your inbox. It's that easy to win a $1,000 marketing package.

Subscribe today

To Grow: What's Your USP?

To stand out in the community … to separate yourself from the pack … to be the only one – not one of a hundred or more potential chiropractic providers. That is your goal. And to do it you need to develop your U.S.P. or your unique selling proposition. What makes you different from everyone else?

Before you can develop your U.S.P. or unique selling proposition that will help to position you in the marketplace, you need to know your competition and know them well … very well.

Not just the other chiropractors within a 3-5 mile radius but other medical professionals as well who are competing for the same dollars you are. Think about it … the list is a long one.

What do you need to know about them? Anything and everything. Where are they located? What hours are they open? What methods of payment do they accept? The size of their parking facility. What specific services do they provide? Where do they advertise and market themselves? What do they advertise and promote? What seems to be their three strongest points and their three weakest?

The list is endless. Simply put, you need to know everything. Will you know everything? No. But you need to get as close as you can. The process of gathering information never stops.

Once you’ve gathered all this valuable information, you can now develop your own U.S.P. or Unique Selling Proposition.

How are you going to position yourself in the marketplace?

How are you going to be recognized as the choice provider of chiropractic care to your prospective patients?

Are you going to focus on being open the most convenient hours? Convenient to your patients not convenient to you. Charging the lowest rates for your services? Maybe a certain area of specialization? Targeting a narrow slice of the market, be it seniors, children or somebody in between? Having the most ‘fun’ facility to visit? The list goes on and on and on.

How do you pick the right one?

After you have learned everything you can about all your competitors (not just your fellow chiropractors) you need to find out what the market needs and wants.


Simply by asking. Surveys and lots of them.

You want to survey your existing patients, your past patients and a sample of the community at large or your prospective patients. You want to find out what’s important to them when they select a chiropractic provider and how do they go about making that decision.

You’re looking for market slices that others have ignored.

What is your niche or U.S.P. going to be? Your community will tell you if you simply ask the right questions.

Marketing Idea of the Month

Each month we will give you a proven marketing tip or program that will work for you. Collect, read and use all 36 of them over the next 3 years and you will have put together an effective, powerful marketing program.

Last issue: Direct Mail

This month: Get Out and Speak

Of the 36 marketing ideas we are going to cover, this month’s idea of getting out of the office ranks in the top 5 for effectiveness.

Think about it for a minute.

Are you more comfortable with someone you have met in person and impressed you? Or with someone who has contacted you via a mailing, a newspaper ad or hundreds of other marketing vehicles.

Meeting someone and leaving impressed wins hands down every time.

Show your community how smart, how educated, how competent and how likeable you are.

Speak in front of any group you can.

Remember, anyone with a spine is a potential patient, so your potential audience is unlimited.

Any group of people who wants to hear about chiropractic care, however small or however large, however young or however old, will be the right group for you.

Organizations, clubs, associations, libraries and bookstores are always looking for dynamic, interested speakers who can give a meaningful non-commercial, non-self-servicing presentation on a topic of value and interest to its audience. And who is not interested in health care?

Steps to follow:

Make a list … a very long list … of every organization, club, bookstore, library, corporate office or school you can find. The list is endless.

Make a phone call and find out the appropriate person to contact with your proposal – name, title and mailing address. You now have a valuable database.

Write a letter to 20 people in your database offering, as a community service, your willingness to make a 30-minute free presentation on a specific topic. List two or three topic titles in your letter as suggestions.

Follow up each letter with a phone call. The reason for the phone call is you want to know if the letter has been received and would like to discuss it with the appropriate party.

You will now have several speaking engagements.

Prepare your presentation well.

Take a class in public speaking if you have never done it or are too afraid to even try.

Go see other speakers. You’ll quickly be able to tell the good from the bad.

Practice your presentation.

Give it from the heart. Make an educational, dynamic, non-self-serving presentation in front of five or 50 or 500 people. Make sure they are far more impressed with you after your presentation than before.

Follow up with those who attended by sending a simple thank you note and some articles (again not self-serving advertisements) of value and interest.

Enjoy all the new patients you will be seeing.

Make your next presentation (once a month minimum) and make it better than the first one.

Build a larger waiting room at your office.

Never, never stop public speaking. It’s powerful and it works.

If you have any questions on how to use public speaking to build your practice, you can e-mail me at (24 hour reply max) or call me at 800-696-7788, ext. 112.

Letter of the Month: Getting Speaking Engagements

Each month we will give you a ready-to-use letter that can be used to help promote your practice.

A professional copywriter would charge you anywhere from $150 to $350 to write you a marketing letter, but as a subscriber to The Spinal Column you get it for free.

This month’s letter: Getting Speaking Engagements

Free downloadable copy

Click here to download Adobe Acrobat Reader

To grow your practice your professional marketing skills are as important as your chiropractic knowledge, maybe even more so.

Are You Getting Noticed?

For the cost of running a minor ad in your local phone book, you can host a full-page full-color Web site to advertise your services to a much larger audience. When you host with there are no design, no setup and no support costs. That’s's FREE! also offers you special features that help you manage and grow your practice:

Patient Relationship Manager
Electronic Appointment Reminders and Greeting Cards
New Patient Offer Form
An Appointment Request Option
And so much more

FREE Web site to grow your practice...Sign up today!

Publisher: The Spinal Column
Director: 800 696 7788, ext. 112

P.S. If you would like information on our test drive new patient programs with a 100% money-back guarantee (if we don’t deliver) call us at 800 696 7788, ext. 248.

P.P.S. We now have a new program that pre-qualifies the patients we send you. They must have a treatable condition and insurance or a job.

Call for details at 800 696 7788, ext. 248.








































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©2004 Metro Marketing, Inc.

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