January 2005
Vol. 1, Issue 7
The Spinal Column

Win $1,000 Worth of Free Marketing Services
Contest Winner: Dr. Randall M. Haas
To Grow: Finding Out What the Only Person Who Matters Really Thinks
Marketing Idea of the Month: Become the Community
Letter of the Month: Getting Speaking Engagements
Announcing: ChiroCommunity.com Exclusive Network

Win $1,000 Worth of Free Marketing Services

On January 31st 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 February issue of this newsletter.

Congratulations to Dr. Randall M. Haas!

Dr. Randall M. Haas is our $1,000 marketing package winner for December. Dr. Randall M. Haas, please contact Sonia at Metro Marketing by Monday, January 24th. To be eligible to win for January, 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: Finding Out What the Only Person Who Matters Really Thinks

Growing a business, any business, including a chiropractic practice, is really quite simple if you follow 4 basic steps.

  1. Find out who your patient really is .
  2. Find out what they really want.
  3. Give it to them better and/or less expensively than anyone else.
  4. Spend less money than you bring in.

These are the only business principles you need to know and apply.

But it must be easier said than done since very few businesses, including most likely yours, apply these basic common sense business-building practices.

Or maybe they are easy to do but we, for whatever reason, choose to ignore them.

First, who is your patient? Where do they live? How old are they? Where do they work? What do they do? What is unique about them? Is it really everyone within a five-mile radius with a spine or maybe it’s a subgroup of the entire community?

Why is it important to know? The more you know about who you are trying to reach out to, the more effective you will be in your attempts.

A letter written to a child will not be the same letter written to a senior citizen or, at least we hope not.

Look at your present and past patient base. What do they have in common?

Find out what your patients and prospective patients really want.

How? Simply by asking.

Stop for a moment and think of all the personal and business related places you have either visited or spent money with over the last 5, 10, 20 years. From the local dry cleaners to your auto dealer to your accountant and everyone in between.

I am sure you could list easily 100 to 200 businesses you have spent money with since you started spending money.

How many of them have ever asked you what you wanted? What could they do to make your life easier?

Having a hard time even thinking of one business. Don’t worry about it.

That’s the very reason most successful small businesses are successful despite themselves, not because of their efforts. Being in the right place at the right time.

What do you really know? Simply ask: “Mrs. Smith, if you had a magic wand and could change three things about my chiropractic practice or my people what would you wish for?”

The answers you get will be more valuable than any $10,000 market research study you could commission.

Are they afraid about physical harm? Or that the services will cost too much? Or that they will have to visit you forever? How about your ex-patients? Why did they stop coming? If you never ask you may never know the real reasons.

You can be gathering the information formally with telephone surveys to present and past patients or informally with everyone who visits your office.

Don’t forget prospective patients in the community as well. Over 90% of your community has never visited a chiropractor. Talk about an untapped pot of gold. But the most effective way to tap into it is to first find out why they have never considered visiting with a chiropractor. Only then will you be able to effectively ‘talk’ to them.

And whether you’ve been in practice 6 months, 6 years or 6 decades, please don’t assume you know the answers to the ‘magic wand’ questions.

Try it and then learn to listen. You are about to gather the most valuable information you need to successfully grow your practice. So have both ears wide open, mouth shut please, pen and paper in hand.

Now what happens.

Well, that depends on what you find out. Suppose you find out that most patients stop coming because of long waiting room waiting times, poor reading materials, unfriendly office staff, no parking or one or a few of an endless possible list.

You have two choices.

Make the changes, in your hours, in your location, in your staff, in your fees or whatever else you find out, and reap the rewards of ex-patients coming back and present ones not leaving tomorrow or ignore the answers you get and continue down the path you are presently headed.

The choice is yours.

If many people want Sunday hours, you can open Sundays and enjoy the growth or at least know why your top line is not what you would like it to be.

And last but not least, always spend less than you bring in. A lot less is preferred. Obvious advice but not always followed.

When you went to school you took very few courses in common sense (ask people what they want) or accounting 101 for small professional practices.

It’s not too late to master both.

Why not ask your spouse, your employees, your friends, your business associates, your consultants, your mentors, your bankers what they think?

You can if you want to be socially diplomatic. But if it’s your practice you want to grow, then the only opinion that matters and it’s not yours, mine or anyone listed above, it’s that of the person who is actually going to be paying the bill … your patient, your ex-patient and your prospective patient.

Ask and you shall receive valuable information to help you grow to wherever and whatever in life you want to be.

Marketing Idea of the Month: Become the Community Expert

Each month we will give you a proven marketing tip or program that, if done right, will work for you. Collect, read and use all 36 of them over the next three years and you will have put together an effective powerful marketing program to help grow your chiropractic practice.

Last issue’s idea: Asking for Referrals

This month’s idea: Become The Community Expert

We tend to buy from people we know, trust and respect.

When your community of prospective patients wakes up tomorrow morning, how well do they know, trust and respect you as the chiropractic expert in their community?

If suddenly you were known as the chiropractic expert in the community, you would have to be open seven days a week, 10 hours a day to accommodate the demand for your services.

But that is not the case as you read this.

How are we going to get you better known, better trusted and better respected?

By becoming the community chiropractic expert.

Host a wellness show on a local radio station or author a Q&A column in a weekly newspaper or other local publication.

Make a public presentation as often as you can - at a local school, at a club luncheon or dinner, at the local library or bookstore.

Be a part of any discussion panel you can or a featured speaker at every opportunity.

Promote free or fee seminars or workshops be they local, regional or statewide. You never know who is in the audience.

Start separating yourself from the pack. The next time a prospective patient has back pain, instead of flipping through the Yellow Pages or calling their orthopedic surgeon, they may just call the doctor they have come to know, trust and depend on over the prior 6 months or 6 years and hopefully that doctor will be you.

In order for this plan to work, you need to:

  1. Have a structured speaking schedule
  2. Know how to make an interesting presentation
  3. And have a likeable personality

Remember, the key is the people who hear you speak or read your words need to be more impressed with you afterwards than before.

Sometimes that’s easier said than done.

Want to discuss? Feel free to call me at 1-800-696-7788, 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.

Announcing: ChiroCommunity.com Exclusive Network

Now you can become an exclusive chiropractic member of our new ChiroCommunity.com new patient finder network

Exclusive in two ways:

  1. Not every chiropractor will be accepted. You have to qualify and be accepted for membership.
  2. If you do qualify and are accepted for membership, you will have exclusive ownership to your zip code, and your neighboring zip codes if you choose, for as long as you want.

No other chiropractor in the zip code will be able to share the zip code with you.

Just imagine being the only chiropractor in your local Yellow Pages … the only chiropractor allowed to advertise in your local newspaper … the only chiropractor who could do free screenings or make public presentations in your town.

Well, with the ChiroCommunity.com exclusive patient finding network, if you qualify, decide to join and are accepted no one else from your zip codes can even be considered as long as you remain a member in good standing.

Launch date is fast approaching.

For more information and to make sure you’re not ‘locked out’, call Julie at 800-696-7788 ext. 241 or visit our Web site at www.chirocommunity.com.

Publisher: The Spinal Column
Director: 800 696 7788, ext. 112
E-Mail: larry@chirometromarketing.com

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.

Click here for more info on our NEW exclusive chiropractic referral network








































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