For today’s Blog Post, I’d like you to REALLY IMAGINE you are an average consumer and NOT a D.C..
You’ve heard of Chiropractic but really don’t know what it is or what it does.
You do think Chiropractic is controversial, most “real doctors” frown upon Chiropractors, Chiropractors are overly passionate about what they do and that they think everyone needs Chiropractic.
You’ve seen Chiropractors in booths at Farmer’s Markets, Street Fairs, Home Shows, and not really sure what they are doing there other than trying to drum up patients.
Occasionally, you hear a joke about Chiropractic on a television sitcom.
You think Chiropractors crack necks and backs and want to see their patients forever, including their children and their babies.
You may even think there are too many Chiropractors out there. “One on every corner” and they are all the same. If you’ve seen one, you’ve seen ‘em all.
OKAY, YOU CAN READ THE REST OF THIS EMAIL AS YOURSELF: A CHIROPRACTOR:
Let me ask YOU a question:
If you WERE an average consumer, wouldn’t there be a greater chance of you going to a Chiropractor if your spouse or close friend recommended one to you?…and told you THEIR Chiropractor is really good, is different, doesn’t hurt, doesn’t see patients forever, and charges fairly?
If you were suffering from chronic low back pain, wouldn’t these Chiropractic names below make it hard to know which Chiropractor MAY be a good one?…or possibly even repel or further confuse you if you weren’t referred to a Chiropractor by someone you respected?…
“Wellness Family Chiropractic”
“Chiropractic Performance Institute”
Listen, I know Chiropractic is awesome and everyone needs Chiropractic…and people abuse drugs and surgeries and hundreds of thousands of people a year die from drugs and surgery.
I even know Chiropractic CAN help many kids who suffer from ear infections, asthma, and other health issues.
BUT, WHAT DOES THAT HAVE TO DO WITH THE NAME OF YOUR PRACTICE?
Here’s the deal:
Your best patients are the ones who keep coming in, refer others, and possibly even bring their children in for care.
But, you MADE them good patients…they too came in with a symptom and were somewhat cautious and skeptical….and even with all the good you do, the majority of your patients will NEVER become that good!
I do think the majority will come back occasionally and will refer many times in their lifetime if you do things right but…
YOU FIRST HAVE TO GET THE
NEW PATIENTS IN THE DOOR…
AND YOU DO THAT BY NOT BLOWING IT.
What you say to get a NEW non-referred in patient is a lot different than what you say ONCE THEY COME IN, TRUST YOU, GET THE RESULTS THAT THEY WANTED, AND WERE TREATED FAIRLY.
It’s all about the RIGHT message to the RIGHT market at the RIGHT time.
…and it all starts with FIRST giving them what THEY want!
And virtually all of them come from this place: They want to get out of pain and out of your office as quickly and as cheaply as possible. THAT’S IT.
So, this means you need to use an “ascension business model.”
One step at a time. Baby steps.
Back to your office name…
I know there are many consultants out there who will argue with me but I question their motives. They make money “preaching to the choir”.
But, if you think like a skeptical prospect, you’ll do a lot better and you’ll pay closer attention to what you say and when you say it.
That’s why you must name your practice appropriately.
Names don’t need to sound good; patients don’t hear names, they read them.
And when your phone rings, if your name is long, your staff can always answer, “Dr. Smith’s office this is Beverly.”
I recommend a tag line underneath your practice name.
Here’s an example:
“Back Pain Relief Chiropractic”
Short term affordable neck and back pain relief care
“Relief Care Chiropractic Center”
Because you don’t have time to be in pain!
Bottom line, you have to ask yourself these questions:
- Would you rather have to do a lot of marketing to get a lot of patients in the door?…just to keep the small % who will opt for corrective care… knowing you’ll lose most of them and most will never refer?
- Or would you rather give people what they want if you knew how to stimulate a ton of referrals?…Ultimately, helping more people with chiropractic and even having more patients getting more care in their lifetime than your average corrective care patient?
PBA IS ABOUT CREATING FERTILE GROUND,PROVIDING MAINSTREAM QUALITY CARE AND COMMUNICATING LONG TERM WITH EACH AND EVERY PATIENT.
If you want to do some other services on the side, that’s great. Like decompression, P.I., or whatever.
But, FOR SURE, your office will suffer if you don’t build a foundation full of hundreds of Chiropractic patients who pay, stay, and refer.
Watching Your Back,
Ben Altadonna, D.C.
“The Practice Building Alliance™”