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MUST-HAVE TIPS FOR NEW GRADS Working within the Strategic Communications and Marketing Department here at Parker University, I have the distinct pleasure of talking with our soon-to-be graduates about establishing their practices after graduation. While there are many different aspects to building a practice, inevitably the conversation always drifts toward marketing. Granted, this may be a natural shift given my background in marketing, however I believe that it is more because new practitioners see marketing as a major concern for their young businesses. Graduates are well aware of the overriding fact: New patients = Practice success in the first year.
Matt Eiserloh, CMO, Parker University
In addition to students, I also have the opportunity to speak to very successful Parker alumni and many of the sponsors that support Parker Seminars. These people are certainly experts in the field, and have the results to prove it, so they often share different opinions about what works best. Through these conversations, I have developed a list of what I believe are the best marketing tips for a practioner building their practice. Some of these suggestions might be considered basic and a “no-brainer”, but the fact is that often the simplest ideas are the best.
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Get Out of the Office: One expert told me that the only time you should be in your office throughout your first year is when you are seeing a patient. The rest of the time should be spent outside the office in public settings engaging prospective patients and inviting them to receive care. Join your local chamber, find a business networking group that you connect with, purchase your office supplies, groceries, etc., from local businesses, volunteer your time or knowledge by sitting on committees – even something as simple as working out at your nearby health club. Getting involved locally will allow you to become a “familiar face” and connect with individuals in your community.
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Explaining Chiropractic is a Selling Proposition: I know that most of us don’t like to think of chiropractic as a sales proposition, but the reality is that if you are speaking with a prospective patient that has never been under care, you are selling that prospect on the benefits of chiropractic and you as the one to deliver that value. Admitting this does not imply that you must employ “used car” selling techniques, but recognizing this interaction as a sales opportunity and moving past this stigma will help you be more confident when engaging prospective patients. 34 2011 ParkerLife Magazine | www.parker.edu
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Believe in What You Do: Speaking of confidence, ever tried to sell something you did not believe in? It never works! Today’s consumers are very intelligent and can see when someone is not convinced in the service they are promoting. You must believe (in your heart) that what you are offering can genuinely help people in order to convince patients to give you a shot.
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Retention is Key: The first marketing challenge is explaining why someone needs care. The second marketing challenge is explaining why they should continue care, especially after the source of the original complaint (most often pain) has been remediated. Be sure to engage patients at a personal level, so they see the value in your care. The original complaint might be their reason for visiting at first, but beginning with the first appointment, be sure to start explaining why ongoing care will benefit them, even after the original complaint is gone. Consider offering new patient bags that contain valuable information and marketing specialties that encourage patients to engage further with you.
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Harness the Power of Your Believers: No one can promote your practice better than your loyal patients. Ask patients to refer friends or family members to your practice. Encourage your patients to share their success stories and recommend your services. Include a question in the initial exam paperwork asking the patient how they heard about your practice. If they include a current patient’s name, be sure to thank that patient next time they are in. Always, always, always thank a patient for their referral.
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Avoid “Doctor Speak”: We see this over and over with new graduates. They have spent nearly four years learning everything they can about