Try these tried and proven tips to build your practice

Marketing is a word that instills fear and loathing in the minds of many. But marketing doesn’t have to be a huge campaign or expensive television ads. Sometimes the quick and simple ideas work the best because they put you in touch with you patients and give them the opportunity to ask questions and be involved.

With that in mind, we present to you Chiropractic Economics annual Marketing Tips Contest. Your fellow DCs sent their favorite and most effective marketing tips, which we pass along to you. One thing to keep in mind, however, is to make sure that you comply with HIPAA standards in any marketing campaign that involves personal information.

We hope 2003 is a successful and profitable year for you!

E-mail promotions attract patients to relax center
We incorporated a relaxation center into our chiropractic office about a year ago. The center utilizes dry hydro massagers and other state-of-the-art relaxation and massage equipment in a self-care facility that is used by our chiropractic patients as well as the general public.
To take this idea of self-care alternative health before a larger audience, we decided to utilize the Internet and e-mail. We designed a teaser e-mail outlining the concept and design of our relaxation center and forwarded it to the editors of most major chiropractic and health magazines.
—Paul Trentalange, DC
San Diego, CA

Birthday calls show concern
Each month we call patients on their birthday to let them know we were thinking about them. In some instances, sadly to say, we have been the only person to call. Many patients mention they had been meaning to give us a call. Quite a number of patients even schedule an appointment right then, even though we never mention an appointment.
–Jeffrey A. Byrne, DC
Cicero, NY

Plant the seed for chiro care
In the spring, purchase some flower seeds in bulk. Make sure you purchase fresh seeds and choose flowers that grow easily in your area. Include directions for proper planting on the envelope. I use marigold seeds because they are very hearty and grow well in my area. Place the seeds in a small envelope and affix a label that says "Thank you for helping our practice GROW." Place a basket at the front desk with the seed packs in it. Attach a small note with the slogan on the basket. Ask your front-desk person to encourage each patient to take a free packet of seeds. The flowers that grow in your patient’s gardens are a subtle yet constant reminder of your office. They are a very nice reminder of how referrals keeping a practice growing.
—E. Dan Fuzer, DC
Cinnaminson, NJ

Wellness talk attendance sheets offer patient leads
One of the best and easiest ways to market my practice and attract new patients is to set up outside talks, which allow me to be perceived as an expert. Depending on the size of the group, we usually attract between 10-30 new patients with each engagement, which cost me very little in money and time.

I usually start with people in the business world, by targeting markets from which our best patients have come. I give the businesses a list of possible talk topics and let them know I usually set up my schedule one year in advance. It is best to get right to the decision maker to schedule your talk. It is far easier to contact someone familiar to you than a cold call.

The most important part of the presentation is the closing. I always start with the topic the company requested, but finish with a link to the benefits we have to offer as chiropractors. We have signed people up at that time, and we have used a sign-in sheet to contact them at a later date. Rather than relying on them to call us, we attempt to contact them personally and invite them for a complementary consultation and exam. These are usually good patients who end up staying with us through wellness care.
–Lynne Sullivan, DC
Pleasanton, CA
Chiropractic Economics
2002 Success Profile

Network in a business club
Once a week I meet with 30 other business owners for lunch. While at lunch each member gives a 30-second commercial asking for referrals. For example, in my commercial I might say: “A good referral for me this week is anyone who is experiencing headaches. The next time someone asks you for an aspirin, give them my card instead."

During the meeting two business owners make a 10 minute presentation about their business. When I gave mine I brought in the spine and posters and actually gave a mini health talk. At the end of the meeting everyone shares referrals and you receive new names and phone numbers of individuals who are interested in chiropractic care. You are not only telling a captive audience about your practice, but you are also building relationships. Our practice has improved by using this inexpensive lunchtime program.
–Richard M. Klingert, DC
Egg Harbor Township, NJ

Mystery numbers stimulate curiosity – and referrals
Write a number – for example, 24 – on a plain, white paper plate using a color marker. Cross out the number, using a different color. Then write a new number – such as 21 – below the crossed-out number. Stick the paper plate on the ceiling above your table (if you do supine leg checks) or place the "tacky looking" plate next to a nice picture, painting or poster.

When you do this, patients will ask you or your staff why there is a paper plate with numbers on it stuck on the wall. That's your cue to say, "Mrs. Smith, we had 24 spots left for NEW patients at the beginning of this month and already we are down to 21 spots remaining! I'm sure you know someone who is suffering needlessly and could benefit from chiropractic care so get them in here before all the new-patient openings are gone!" Periodically cross out the last number – and put a lower number in place. This will add urgency to your patients to refer someone to your clinic!
–Steve Racine, DC
Orlando, FL

Think like a patient when writing an ad
My favorite marketing tip is to ask myself prior to doing any form of marketing or advertising, "If I were the patient how would I react to this ad?” For example, I would look at an advertisement for an orthopedist and ask myself, “How would I pick a knee surgeon?” I decide on the most important criteria and then apply that to my own ads.

Don't be afraid to ask your patients for referrals and every now and then pick a few out and ask them to fill out a "how are we doing” card. Sometimes the patients see the practice different from you and you may not be portraying the image that you are trying to.
–Terry Weyman, DC
Westlake Village, CA

Kids club festoons office
A marketing tool we have used was to construct a "Kid's Club" wall. We downloaded images from the Internet that would appeal to children, such as cartoon characters, and printed them on transparencies. We projected the images on our wall, traced them in pencil, and painted them with hobby paints. Around the images we place informational articles about pediatric chiropractic (for example, on colic, asthma and ear infections). The attention-grabbing wall has been very popular! Editors’ Note: Please make sure that you obtain permission to use any copyrighted images.
–Jason C. Theobald, DC
Baraboo, WI

Accupuncture card attracts patients
For years I have been blessed with a very successful practice that attracts an average of three to five new patients a day. I primarily owe this to the fact that my practice is comprised of acupuncture in addition to chiropractic. Acupuncture by either needle or the more popular non-invasive procedures are very popular with the general public.

One of the most powerful practice-motivating ideas I have ever utilized in my office is simply taping an actual half-inch acupuncture needle to the front of my card. I ask patients to put this card in their wallet and to show it whenever a discussion turns to health.

This one idea alone has probably been the number one practice enhancement idea of my career, having spawned thousands of direct referrals because thousands of patients carry my card in their wallet. It lets people know that acupuncture needles do not have to be used since acupuncture can be done with electronic or laser stimulation and it opens the area of acupuncture to patients who would have never considered it before.
–John A. Amaro, DC
Carefree, AZ

Testimonial board invites patients for free scan
I have created a picture board that stands on an easel with a clipboard attached. The picture board has a headline with a testimonial and then a pre-and post-SEMG (Surface Electromyography). At the bottom is an invitation to write down their name and phone number so we can contact them for a free muscle scan. It has worked out well and does the work while you are doing other things! I put it in both gyms and health food stores. I am currently looking at other areas. The total expense was about $50 for the board and the easel. The places let me put it up for free! So far – four new patients!
—Scott A. Dubrul, DC
San Luis Obispo, Ca

Be the best!
Be the best doctor I can be. I have always taken more than the necessary post graduate classes and am currently in the orthopedics diplomat program. Every time I learn something new it is another service I can offer to my patients, another way to get them better faster and give them another reason to refer their friends.
—Kristopher Keller, DC
Columbus, Ohio

Build your practice on your good name
Send a letter to every one in your city whose last name is the same as yours. (Don’t forget businesses, such as Hunt Construction). Congratulate them on having such a great last name and then introduce yourself, tell them about your practice and what services you provide. Include a nicely prepared gift certificate for a free office visit. Make the certificate transferable. Use a theme or phrases such as: We Are Family; Your Family Doc; or From Our Family to Yours.
—Raynel J. Hunt, DC
Salt Lake City, UT

Mini cpt jogs memory
I have miniaturized my CPTs to a 3x3-inch square, and I correspond that to their treatment visit (I have 40, 4-5 words for each). That way, I don't have to memorize which one to say with a brief reminder of what to say. I have it attached to the back of the patient's clipboard, which is easy to glance at.
—Jerry Dreessen, DC
Mountlake Terrace, WA

Ask, and you shall receive
The best idea I have had for the past 40 years in practice is to ask my new patients, "Who else is with you?" After I get the name(s), I then ask,
“Who is treating them?” “Why don't you all come here?” is the natural follow-up, and it is so simple, that it works! This idea has helped me double my practice.
—Jon Mandell, DC
Metuchen, NJ

Logo water bottles keep name visible
One of our most successful marketing ideas was our use of water bottles. Throughout the late winter, spring and summer (the more active months here in Chicago), people become much more physically active. To market our practice, we hand out water bottles in our practice, at health clubs and at the local beaches. Water bottles are imprinted with our logo and contact information. They are not likely to be discarded and are noticeably visible.
—Marc Swerdlick, DC
Naperville, IL