The Chiropractic Marketing Connection

What is the first experience you offer prospects? For many chiropractors’ it’s a free consultation or an “introductory consultation”. Some charge for it, some don’t. These savvy chiropractors promote this consultation as “their offer” in all the marketing they do – everything from advertisements to coupons – it involves coming in for that first consultation. Prospects are driven to get an initial consultation.

Many chiropractors charge $100 for that initial exploratory appointment. However in their marketing – whether in coupons, ads, etc. – they give it away for free to entice people to visit. Talk about no risk – it’s free!

Some chiropractors get frustrated because they are giving away their services for free and they still don’t have any patients! What else can you do?

For all of us in the alternative health care industry, I want to challenge you that the “free consultation” may not be enough. Let me rephrase that and say it may be too much too soon. Many folks need to be comfortable with the fact that they are even seeing someone about their health that is “alternative”.

I recommend you offer some education about what you do before the free consultation. Ask and prompt people to download a free report or a free e-book that educates them on your niche in the healing arts and how it is helpful for them. THEN ask them to come in for their initial consultation.

Putting more educational information out there provides another layer between your marketing and the patient actually staying with you and becoming a lifetime believer in you and what you have to offer.

The people that don’t need this step and are ready for their initial consult will just skip that step. When they are ready to take action they will jump right in. But, if they are not sure about what they’re getting it is more likely they’ll  hesitate and be unsure of their decision – and ultimately not buy.

To your success!

Kelly Robbins

Kelly@AMarketingConnection.com

About the Author

Author of Healthcare Copywriting Secrets Revealed and The Practice Evolution Success Kit, Kelly Robbins is a healthcare copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, 5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits at www.AMarketingConnection.com or 303-460-0285.

Imagine your ideal patient. She cares about her health. She takes an active role in the healing process. She is a long-term client that refers others to you. Sounds perfect doesn’t she? Why are these ideal clients so hard to come by? Why are these types of patients such a rare find?

Many of us put most of our energy and time into finding new clients. We invest in marketing products – read books and ezines from the experts, keep up-to-date on the newest trends and listen to what our successful competitors are doing – which is an essential part of running any business.

Honestly think about how much time and energy you put into turning your existing clients into ideal clients? Do you “teach” your clients how to be ideal clients? Could you do more?

Let’s use a chiropractor’s office as an example and examine some steps that could be put in place right away to teach their patients how to be ideal patients.

1.                  Teach your patients why you do the things you do and the long-term effects of maintaining their health. Their level of understanding is imperative for getting them to spread the word about you to others.

2.                  Their understanding is also important because a time will come when they need to justify to themselves why they should continue to see you. Explain to them the importance of continuing their visits as well as maintaining their overall health. Teach them at every visit.

3.                  Understand that when patients come for their visit they are thinking about what they’re going to ask you, how they are feeling, what’s not right, where they have to be in 15 minutes. They are not usually in a relaxed state. They may not be in a place of learning and ready to absorb the information you’re sharing with them. Understand that they may be listening but are not hearing what you are saying.

4.                  Remember that not everyone learns verbally. Give patients easy-to-read handouts that explain why you’re doing something. Why it’s important to come to a class you’re offering. Sell them by explaining how chiropractic care and proper nutrition go together, for example.

The important thing here is that it can’t all be verbal. Think of as many different ways to talk to your patients as you can. Post cards, newsletters, flyers, hand-outs, free talks, the receptionist, or articles in the paper. Be creative. Be diverse.

5.                  Communicate with patients in a variety of ways. Talk to them at their appointment of course, but also have hand-outs they can take home (which they can also pass on to spouses and friends). Mail educational information to their home. Even a post-card with a special tip or exercise can be helpful. Email them tips once a week or month.

The key is to talk to them at places outside your office so they don’t only think about you when they are hurting - because when the pain stops so will their visits to your office. It’s your job to become integrated into their life and to become a key resource in their ongoing quest for health.

About the author

Author of Healthcare Copywriting Secrets Revealed and The Practice Evolution Success Kit, Kelly Robbins is a healthcare copywriter and marketing coach/consultant. She also publishes The Healthcare Marketing Connection, a free e-zine on healthcare marketing tips. Contact Kelly to receive her free report, 5 Critical Mistakes Healthcare Marketers Make that Lose Sales and Plummet Profits at Kelly@AMarketingConnection.com or 303-460-0285.

Strengthen your business – know why those patients leave

We all have clients that love us. And I mean loooooooove us. These are our favorite clients that we like to think about all the time. Clients like these are the reason we are in business and the reason we love our business so much.

Unfortunately, not all our clients are like this. We also have clients that, after a period of time, leave us and don’t continue using our services. We know that in business this is not unusual. Client attrition is a normal part of a healthy business. Clients get better, move forward, change their minds.

However, as a business owner, it’s important you know WHY these people are leaving. I am going to call these clients “inactive clients”.

Why are they not coming back? Are they using your competitors? A company online? Did you alleviate a pain they were experiencing – basically you did your job – and they have no reason to see you anymore? Was there something that upset them or made them uncomfortable that they didn’t want to come back?

Does asking make you uncomfortable? Don’t stick your head in the sand! You need to know this stuff.

While it’s important to acknowledge that all clients don’t stay forever, you need to put a system in place to find out why they don’t.

You may not have ever thought about why you lose clients before. Maybe you’ve thought about it and didn’t know what to do. Maybe you are afraid to know, or don’t want to know. It’s a touchy subject and may be personal. What if they just didn’t like you?

The only way to find out why a client has become inactive is to ask them. I understand this can be uncomfortable, but you need to find out. And the best way to do that is to ask. Asking why patients don’t come back is something that needs to be done on a regular basis – it’s a process you should systemize into your business so it happens automatically.

Systems need to be put in place so that when clients do become inactive (and you need to determine when that is) you make a phone call and find out what’s going on. A less preferable option is to have your assistant call.

Saying something as easy as “hey, we haven’t seen you in a while and we’ve missed you. Is there anything going on? I noticed we haven’t seen you in a few weeks. Is there something I can do to entice you to come visit us again?”

Be friendly and welcoming, but truly inquisitive as well. You may find there’s something going on in your business that needs your attention. You may also find that a client is experiencing some sort of hardship you otherwise wouldn’t have known about.

When you call to check on an inactive client you are doing several things.

• You are showing them you care
• You are telling them they matter and you noticed their absence
• You are checking on the quality of your business; oth its processes and your employees.
• You are being a caring friend and checking on the welfare of another

This is one of those action steps that you just have to do. Your business will run better because of it.

Kelly Robbins
www.AMarketingConnection.com
303-460-0285