by Bob Levoy

Word-of-mouth referrals about the value of chiropractic and your practice in particular, are one of the most convincing, credible and persuasive forms of marketing available to promote your business. That's a given.

Not all referrals however, are created equally. Some referral sources have more credibility and more clout than others. The Influential Americans are one such group.

The Influential Americans
Influential Americans live up to their name as people who actively influence others. They’re highly regarded and trusted. They are regularly asked for advice on all kinds of questions, both personal and professional. And their influence is most important for products and services that depend on word-of-mouth recommendations, such as healthcare.

Who are these Influential Americans?
According to studies by The Roper Organization of New York City, they represent 10% to 12% of the adult population.
Roper defines an Influential American as someone who has done three or more of the following in the past year: attended a public meeting; written a legislator; been an officer or committee member of a local organization; attended a political speech or rally; made a speech; written a letter to the editor; worked for a political party; worked for an activist group; written an article; held or ran for political office.

Influentials are predominantly in their 30s and 40s, married, and have children. They are wealthier, better educated, hold higher-level jobs, and are more time-pressured than most Americans. They put a priority on health and fitness. Of 14 exercise activities ranging from calisthenics to swimming, 86% of the Influentials do at least one of them on a regular basis (and undoubtedly experienced shoulder, elbow and lower back pain, among other sports-related problems).

This combination of education, activity and higher income gives these influential people “an insatiable thirst for knowledge and information,” says Tom Miller, senior vice president at the Roper Organization. According to the report, the more information and less “hard sell” you give these influential people, the better your chances of persuading them.

Trendsetters
Pioneer consumers. Trendsetters. Bellweather consumers. Leading-edge buyers. Experimenters. Early adopters. All of these terms have been used to describe Influential Americans. Why? Because this group leads the pack in accepting new products and activities. Influentials popularized Pilates and were using palm pilots long before their neighbors knew what they were. Influentials were also among the first to fly the Concorde; to buy digital cameras; and to eat sushi.

The critical point is that Influential Americans are typically trendsetters, and their acceptance or rejection of a product or service can mean, or at least indicate, the difference between success and failure. The implications for chiropractors should not be overlooked.

Next month: Why Influential Americans carry so much weight in the marketplace, and how you can leverage that power.

Mr. Levoy, a management consultant based in Roslyn, N.Y., has conducted more than 2,500 seminars for health-care professionals. Those seminars have included programs for the American and Canadian chiropractic associations and numerous state and provincial chiropractic associations.