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July 2012

r k a e t M i n e g& h T Ne t king Issue! or w Real strategies to grow your practice now! PLUS: Social media strategies for chiropractors


In this issue Alumni Events 2012.............................................2

The Importance of Giving...................................4

What’s the Best Content for Chiropractors to Post on Facebook?.........6

Get Out of the Office! How Getting Involved in Your Community Can Grow Your Practice...............................................8

IDEAS Jasmin Adams

Social Etiquette: 5 Easy Steps to Avoid Embarrassment and Increase Engagement! ........................................................ 10

Assistant Art Director

ART Jacob Patrick Graphic Designer

Partnerships That Grow Your Business...... 12

Survival of the Fittest: Marketing Your Practice in a Competitive Environment..... 14

Igniting Passion. Transforming Lives.

2540 Walnut Hill Lane | Dallas, TX 75229 972.438.6932 | www.parker.edu

Developing Your Passion Pays Off in Practice.......................................... 16

Matt Eiserloh Chief Marketing Officer meiserloh@parker.edu Questions? Comments? We’d love to hear from you! parkerlife@parker.edu ParkerUniversity

ParkerUniv


Join us to celebrate 30 years of Parker at th

ParkerHOMECOMING2012

ary s r e v A n ni

OCTOBER 26-28

This year we invite you to join us in celebrating the many things that have contributed to making Parker the stellar institution it is today. This event focuses on the science, philosophy, and art of chiropractic that have been the foundation of the school since it opened in 1982. Events planned for this year’s celebration include: • A continuing education program – that will support the science, philosophy, and art of your practice – up to 20 hours of CE will be available, including all the Texas mandatory hours. • NEW THIS YEAR: Philosophy Fest – an evening party followed by a full day of invigorating speakers to stimulate your core foundation. • Alumni Events – Network, catch up, and reminisce with classmates and faculty at the events below: ₀ Alumni Association Awards ceremony – recognizing the 2012 recipients of the Parker Alumni Association Annual Awards ₀ Oktoberfest celebration – a casual evening gathering graduates and friends in our courtyard with lots of food, drinks, and some of Parker’s finest student bands. ₀ Class Reunion Dinners planned for Saturday evening ₀ Donor and scholarship dinner • Shopping – Vendors and the Parker University Bookstore will be running Homecoming specials during the event. • Student club fundraisers – Car washes, chair massages, bake sales, t-shirt sales, and more!

Register early to save $175!* www.parker.edu/homecoming | 800.266.4723 *Offer ends September 24, 2012


Alumni Upcoming Events

2012

July Alumni Gathering Tulsa, OK Alumni Gathering at Focus OKC! Oklahoma City, OK August Alumni Luncheon at FCA National Convention Orlando, FL September Alumni Gathering at CCA Annual Convention Denver, CO October Fall 2012 Career Fair Dallas Campus Philosophy Night Dallas Campus Alumni Association Awards Luncheon Dallas Campus Oktoberfest at Homecoming Dallas Campus Visit www.parker.edu/alumni-events for details.

s e t CLASS No en r classmates have be u yo at h w t u o k ec Ch /class-notes Visit www.parker.edu

Welcome to the Alumni Association! Recognizing our newest Lifetime Members 230. Dr. Gary Sanders ‘87 231. Dr. Neil Anthony Gardner ‘09 232. Dr. Philippe Wang ‘94 233. Dr. Paul Greteman ‘95

234. Dr. Reese Riggin ‘96 235. Dr. Jorge R. Sanchez ‘99 236. Dr. Christopher C. Tracy ‘04

up to!

100% of a Lifetime Member’s fee goes to the Alumni Association Endowment Fund. Membership is available to any person who believes in supporting this fund. Future editions of ParkerLife will continue to recognize new members.


Recent Graduate Resource Survey

Check out our new apparel!

This past spring, the Association’s Young Alumni Committee developed and launched a survey to better understand the employment status of their classmates and what resources a young chiropractor may need. Here are some highlights of the results: 5%

Own a clinic

6%

Associate

14%

45% 30%

Independent contractor Not practicing Other

87% of our graduates feel philosophy is important. 92% feel the latest research is important. 100% of our recent graduates feel communication skills are important when being a business owner. 94% feel it is important to continue their education beyond their chiropractic degree. Top 5 aspects of being a business owner they feel least prepared for:

1. Funding a practice (74%) 2. Insurance billing (71%) 3. Legal aspects of owning a business (65%) 4. Marketing (61%) 5. In network application process (61%)

Keep up with the latest alumni information, events, and special offers via e-mail.

Subscribe now!

www.parker.edu/parkercommunications

Show your love of chiropractic wherever you go with our new polos, t-shirts, and sweatshirts. Shop our new website at www.parkershareproducts.com. 800.950.8044


f o e c n a t r o p m I The

Giving

C hiropractic isn’t just a profession, it’s a way of

life. No one understands this better than Angela Warman and her family, pictured above. Angela, who is not even a graduate of Parker, recently made provisions in her will to endow a scholarship at the university. Donations from alumni and friends are so vital to our continued success and Angela shared with us her generous motivations in the hopes she can encourage others to support the profession and institution she loves.

Why did you choose to include Parker in your estate planning? One of my life goals is to leave a legacy that lasts long after I’m gone. When I think about how I can have the greatest impact on the world, it’s supporting chiropractic. When I think about how I can best support chiropractic, it’s to support the future and continuation of chiropractic. To me, that means investing in future chiropractors.

Why is Parker important to you? Dr. Mancini has always been so kind and considerate to me, so when I needed to choose a school to donate

to, it only made sense to support Parker. I also believe that Parker is one of the top chiropractic schools in the world and has the right philosophy.

Why did you choose to set up a scholarship with your gift? I chose to set up a scholarship so that I could ensure the support of future chiropractors. Without the doctor of chiropractic, there is no profession… so I truly believe that it starts with supporting the person.

Was it difficult to set this gift up? Not difficult at all! The development team made it super easy! The hardest part for me was deciding the parameters of the scholarship.

What do you hope to accomplish with this gift? The support of future chiropractors, thus support of the chiropractic profession and its continuation and success.


Follow Angela’s Example Today! Join Angela and her family by making a gift to Parker University today. Your support helps Parker University offer quality education to students, cutting-edge research for the profession, and valuable services to our patients and to the community. Your commitment helps us fund our greatest needs and priorities:

Wellness Clinics – Parker University Chiropractic Wellness Clinics provide student interns the

opportunity to put into practice what they have learned in an academic classroom while treating patients from the community. The clinics are located in Dallas and Irving.

Student Scholarships – The financial burden on students while in school is offset by the student

scholarship program. Select scholarships reward academic achievement to attract and retain the best and brightest students to join our campus community while others assist international students and single parents. Many are awarded each trimester and award criteria vary based upon student’s financial need, academic achievement, character, extracurricular participation, or special area of interest.

Chiropractic Research

– The Parker University Research Institute provides sound, scientific evidence supporting health and wellness. Parker collaborates with such prestigious institutions as Yale University, the University of Chicago and the University of Texas Medical School and steered international studies in Australia, China and Canada. The institute also serves as the research and development arm for companies worldwide seeking to provide evidence supporting the efficacy of their products. A little goes a long way at Parker. When you make a gift to the university, you join thousands of alumni, parents, friends, students, faculty, and staff who support the institution and the profession each year. All of those gifts— many under $50—add up in a big way. So even if you can part with only a few dollars, you can still do your part for a better Parker University. Every gift matters. Make yours today.  There are many different ways to support Parker. We can work with you to figure out what is best for you and the University! Give online at www.parker.edu/giving or call 214-902-3415.

July 2012 ParkerLife Magazine | www.parker.edu

5


What’s the

Best Content for Chiropractors to Post on Facebook? Jason Dietch, DC

After speaking to thousands of chiropractors around the world about how to use Facebook to grow your impact and your practice, one of the most common questions I receive is ‘what should I post?’ It’s a great question. One I wish more chiropractors would ask more often. The simple answer is you should post content that’s relevant and valuable to your target audience that positions you as someone who cares and is an expert in your field. Most chiropractors get this part wrong by trying to pay someone else to post for them because they don’t believe they have the time to do Facebook and then complain that Facebook doesn’t work. But before we get into the dos and don’ts of ‘what’ to post, Let’s take a moment to make sure it’s clear ‘why’ you should post on a consistent basis. There are thousands of chiropractors that are still unsure that Facebook is worth their time and are waiting for some sort of evidence that it ‘works.’ Well, I’m here to tell you that it’s not a matter of if Facebook works; it’s a matter of whether you work it correctly or not. Here’s the deal – Facebook is a communication utility. Think of it like your telephone that you can use to connect to lots of people at once. Do you question whether or not you should invest in having a telephone? The fact is it costs a good amount of money every month and even worse takes quite a bit of staff time and resources. You’ve got to train your staff how to answer it whenever it rings which is often when you’re busy trying to work. When you’re gone you’ve got to come back and then respond to all those voice messages. That takes time. Is it worth it? Of course it is. It’s the communication network that connects you to others. It’s the way people can connect with you, ask you questions, schedule appointments and more. If you calculated it out, you’d find that some chiropractors have a far greater 6

July 2012 ParkerLife Magazine | www.parker.edu

ROI (return on investment) in their phones than others do and it’s not because of the actual phone. It’s based on how well you use your phone. Do you answer it during lunch hours and weekends or just once in a while? Does your staff know how to respond to people’s questions in a way that influences them to come to the office? The question isn’t is it worth the time and money to get a phone, it’s do I know how to use it effectively or not?

Facebook is a communication utility. Think of it like your telephone that you can use to connect to lots of people at once. The same is true for Facebook. It’s a communication system that is potentially even more powerful than your phone because you can share your information with many people at once, people can learn about you, what you do and the results people get working with you and people can easily share you with their Facebook friends which then leads to referrals. You can’t do all of that with your phone can you? The question is are you using Facebook correctly or not? I teach a simple three steps to success formula for chiropractors to use Facebook to attract their ideal new patient/client/member. Step one, you have to setup your Facebook Page correctly. Step two, you have to share content that’s valuable and engaging. Step three, you have to promote your Facebook Page by letting people know about the value your page has to offer. If you’ll put forth a little effort following this simple three step formula and then remember Stephenson’s principle #6 that there is no process that does not require time, you will build a local following of people interested in what you have to offer and who will actively share you with their friends. That is one of the most valuable assets you and your practice could ever ask for.


What’s on your mind So what’s the best content you should post on Facebook? Content that will give people the opportunity to get to know more about you, what you do in your office, and the type of people and conditions you most like to work with. Think of your Facebook Page as a local community resource center you’ve created to share with people the very best information about insert your specialty here in your town.

Think of your Facebook Page as a local community resource center you’ve created to share with people the very best information about [insert your specialty here] in your town. I know that each and every day you read, watch, listen or experience something and say to yourself ‘I wish my patients and their friends knew this.’ You read inspirational quotes, interesting articles; you watch videos and have experiences with local providers and at places you would happily endorse and recommend to others. That’s the type of content you should post. You are an expert and have expert opinions about things, share it. Here’s another way of thinking about it, especially for those of you who still believe you don’t have to time to do this. Every day in your practice you receive questions. Who would you recommend I see for a massage? Do you know of a good personal trainer in town? Where should I find a pediatrician who believes what you believe? And on and on and on… Presently you do one of two things. One, you don’t take the time to answer their questions because you’re too busy. So you end up not serving them and you’re not serving yourself. Am I the only chiropractor who didn’t answer my patient’s question ‘who should I see to get a massage?’ Only for the patient to stop coming in to see me because

d

the massage therapist they found on their own told them they didn’t need a chiropractor they just needed a few long rubdowns? Ugh. Or they go to a pediatrician that isn’t consistent with your beliefs and their kids never make it to your office. Then I see you at a Parker Seminar all frustrated that people in your town just don’t ‘get it.’ Of course they don’t get it, if you don’t make the time to share ‘it’ with them. Some of you do take the time to make these recommendations and therefore you do invest the time answering their questions and now here’s a way you can be more efficient and effective sharing your opinion about your favorite local resources and recommended products on your Facebook Page. It’s easy, its serves your community, and it ends up saving you time and making you money in the long run. Who doesn’t have time for that?  Learn more at: www.FreeChiropracticMarketing.com Dr. Jason Deitch is a chiropractor and regular Parker Seminars speaker. He’s the bestselling author of ‘Discover Wellness: How Staying Healthy Can Make You Rich.’ Creator of Chiro Social Media Academy and Founder of Fan Page Generator, the chiropractic profession’s number one Facebook design and consulting firm. He’s got eight chiropractors in his family and is the husband of Facebook’s first Director of Marketing.

July 2012 ParkerLife Magazine | www.parker.edu

7


Get Out of the How Getting Involved in Your Community can Matt Eiserloh

Getting involved in your local community can be

one of the best ways for you to build your practice. Local faith institutions, charity organizations, and community groups can be excellent vehicles for getting involved on a deeper level. The only challenge with organizations like these is that it is often difficult to transition the conversation to business. This is where your local chamber can be the perfect solution.

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July 2012 ParkerLife Magazine | www.parker.edu

Chambers are designed specifically to help stimulate business growth in the local community. Each member has joined for the specific purpose of growing his or her business through networking and increased exposure. Not only does this provide the ideal environment for business growth and development, but it is perfectly suited for the first-time networking professional that is not yet comfortable talking to strangers about your passion – chiropractic.


Office! grow your Practice

regular basis. Select three to four events per month and make a personal commitment to attend. You can’t meet prospective patients if you don’t make a commitment to attend events.

2 Be prepared:

Be ready to promote your business once you arrive. Wear a shirt that promotes the name of your practice. Wear a name tag that clearly presents your name. And never, never, never show up to a networking event without business cards.

3 Be the face of your practice:

The single most important thing you can do when attending an event? Smile! This is the first impression people have of you (and your practice) and a smile makes people feel comfortable engaging with you. Smile and greet people with a firm handshake and direct eye-to-eye contact.

4 Make it about them:

Start the conversation by focusing on what they do. Everyone attending a chamber event is already focused on this question and allowing the person to speak about his or her business first establishes good will right off the bat. Don’t worry – the conversation will naturally drift to your practice.

5 Promote:

Consider a promotion exclusive to chamber members. Develop a special offer that you only promote to members of the chamber. Create a sense of exclusivity by making members feel special.

6 Go deeper:

Once you have met your goal of three to four events per month for a few months in a row, look for opportunities to go deeper with your membership. Volunteer to sit on an event committee or chamber administration committee. Offer to speak at events as a health and wellness expert. Offer to organize events or host an event in your practice.

The key with any chamber membership is to maximize your involvement. A chamber membership is truly one of those instances where you get out what you put in. Have the courage and take the time to get involved and you will be paid back ten-fold with new patients and business opportunities for your growing practice.  But how do you maximize your new membership? It is never enough to simply pay the dues, be listed in the directory, and hope that business will show up at your doorstep. Here are some tips for turning your chamber membership into new patients for your practice:

Matt Eiserloh is the chief marketing officer at Parker University and Parker Seminars and has more than 15 years experience in marketing and advertising products and services. For comments or questions, Matt can be reached at meiserloh@parker.edu.

1 Show up!

One chamber president and a good friend of mine used to issue this advice on a July 2012 ParkerLife Magazine | www.parker.edu

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10 2012 ParkerLife Magazine | www.parker.edu


SOCIAL

Etiquette 5 Easy Steps to Avoid Embarrassment and Increase Engagement!

Kelly Pfiffner

B y now, everyone is aware of the impact social

media can have on bringing in and retaining patients. With over 200 (and counting!) social networks now available1 and Facebook alone garnering over seven million visits per month 2, most of us have brought at least one social network into our marketing mix. As the use of social networks increases, we often hear stories of employees, companies, politicians, and celebrities committing social media faux pas that have detrimental effects on their careers and public image. What can be done to avoid making these same mistakes in front of potential patients? Use these five tips to guide your online behavior: 1. Proof, fact check, and spellcheck Take a few moments before clicking that “post” button to make sure i’s are dotted, t’s are crossed, and everything you’re saying is accurate – nothing is worse than giving a bad impression or having to post a correction. Plus, if it happens too often, fans will begin to suspect your content isn’t reliable. 2. Respect personal boundaries If someone doesn’t like/follow/friend you, don’t nag them or be creepy by overloading them with invites! Focus on getting fans and followers who are engaged with your content. 3. Think before publicly taking a stand on a controversial issue In spite of the many privacy settings social networks provide, there is no such thing as “private” in social media, and nothing is ever really deleted from the Internet. Before expressing your stance on an issue of the day, be sure that it’s not anything you might want to take back later, make sure you express it in a reasoned and

informed manner, and especially consider how this opinion might reflect on your position as an expert. Don’t risk losing patients by offending them, and don’t get into a very public and incendiary argument online. Be nice, be informed, and stay positive! 4. Recognize that social media takes time Finding content, drafting and redrafting posts, monitoring your accounts for responses, responding to questions and comments – all these things take some work. “Social” means talking with, not at – provide posts that give conversations a chance to unfold so you can learn about fans. Posts should be interesting, useful, and engaging – ask for responses, give great answers, and be rewarded when fans turn to you for your expertise (and refer patients)! 5. Have fun, don’t become paralyzed by the fear of making a mistake Keep practicing, find out what works for you, and consistently provide content. Don’t worry about making mistakes so much that you miss your opportunity to engage with patients and prospective patients in this rich and rewarding channel!  Kelly Pfiffner is the e-marketing manager and social media strategist at Parker University and Parker Seminars. She developed Parker’s social media presence and supports the organization’s other online marketing initiatives. Kelly can be reached at kpfiffner@parker.edu and on Twitter, Facebook, LinkedIn, Google+, and many other social networks. Connect with Parker’s social accounts to stay in-the-know! Search “Parker University”, “Parker Seminars”, and “Parker Clinics” on Facebook, Twitter, and YouTube. 1 2

en.wikipedia.org/wiki/List_of_social_networking_websites www.mediabistro.com/alltwitter/files/2012/05/social-networking-users1.png

July 2012 ParkerLife Magazine | www.parker.edu 11


Matt Eiserloh

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12 July 2012 ParkerLife Magazine | www.parker.edu

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Great partnerships have played a significant role

throughout history. Think back to some of the best known partnerships and they all have several things in common. For business partners that understand these common traits, their partnerships can be just as powerful as the examples history has provided.

lasting partnership. Unfortunately, after only six months, concerns over services provided began to set in and the partnership quickly dissolved.

4 Look for untapped markets:

So how can you leverage local partnerships to help grow your practice? Keep these tips in mind when thinking about the partnerships you can start that will impact your business.

1 Think outside the box:

Some partnerships are obvious, but the best partnerships are those that don’t come to mind right away. Think outside the box and consider partnering with businesses that target the same patients/ customers, but might be completely unrelated to chiropractic or health and wellness. Example: Parker University Chiropractic Wellness Clinics recently partnered with a local gymnastics studio to cross-market chiropractic services and gymnastics memberships for kids. Mothers were the target for both services, but kid’s gymnastics and chiropractic services are not similar and would not typically be linked to one another.

2 Be selective:

Remember, once you partner with someone, they become the face of your business as well. Patients assume that if you have chosen to work with them, that they represent the same business ethics as you. Do your homework and make sure your partner has similar business ethics and morals. Example: Recently a chiropractic office partnered with a medical doctor that was later indicted for questionable business practices. While the chiropractic office was not charged, their affiliation with the medical doctor had a huge impact in the court of public opinion.

3 Looks for partners, not competitors:

Be sure to select partners that do not and will not compete with the same services you provide. Even when agreements are made, and a true understanding of how patients/customers might be divided up when the time comes, this arrangement will most certainly breed jealousy and problems for the partnership.

Look for partnerships that open markets to an audience that has not been exposed to your message before. Your odds of driving new patient traffic are dramatically increased when you are delivering a message to an audience that has not yet been exposed. Example: A chiropractor recently opted to not deliver the same health and wellness message to his local YMCA because several chiropractors had already done it before he had the chance. Instead, he connected with a “mom’s group” through his wife that was thrilled to have him come speak. The experience resulted in 10 new patients that day!

5 Avoid friendship partnerships:

Many people make the mistake of partnering with a friend or family member, believing that the existing relationship will establish a strong basis for a business partnership. This can be a very serious mistake, one that can damage not only the business partnership, but the relationship as well. Example: A chiropractor recently partnered with his brother-in-law with the belief that both could help the other grow their business. Unfortunately, the chiropractor benefitted from the partnership more than the brother-in-law, creating jealousy and anger that resulted in the partnership dissolving.

Keeping these five tips in mind when developing a partnership will set the foundation for a strong and profitable relationship for many years into the future. In the end, always trust your gut and go with what your heart tells you to do. If something doesn’t feel right, it probably isn’t. Don’t waste your energy trying to make something work that was not right from the start. Instead, take that same energy and pour it into a partnership that will pay off in the end.  Matt Eiserloh is the chief marketing officer at Parker University and Parker Seminars and has over 15 years experience in marketing and advertising products and services. For comments or questions, Matt can be reached at meiserloh@parker.edu.

Example: A chiropractor recently partnered with a physical therapy clinic to provide rehab and chiropractic services for patients. The agreement was solid and both partners believed that the groundwork was in place to sustain a long July 2012 ParkerLife Magazine | www.parker.edu 13


L A V I V R SU E H T OF

Marketing Your Practice in a Competitive Environment


Marketing your practice can be a difficult beast to

conquer. On average, consumers see more than 2,000 marketing messages each day, so what separates yours from all the rest? The answer is strategy. Just like strategically diagnosing a health problem in a patient, using a strategic approach to marketing is integral to success. Without a cohesive strategy, you’ll likely be spinning your wheels, spending too much time and money with minimal result.

By putting the focus on a strategy, you can effectively manage where your dollars go for maximum marketing success, helping drive and retain patients for your practice. The backbone of any strategy is a solid plan, but before you can plan, you need to thoroughly understand your audience, your market, and your patients: Start by asking questions. If your practice and patient base is fairly established, survey your clients to find out who they are, what they like and their preferred means of communication. If your practice is brand new, survey your personal network on LinkedIn or Facebook with the same questions. That insight will help you better understand your audience and the types of marketing that will move them to act. Craft (and stick to) key messages. After you learn how your patients want to be spoken to, decide what to say about your practice and services. Why should patients choose you? Answer that in three to five key points, and abide by the cardinal rule of message-making: keep it simple! Then, ensure your marketing materials and employees use those relevant, agreed-upon messages to reinforce your brand. Once you understand your audience and develop messaging specific to their needs, you’re ready for strategic planning. Ask yourself the all-important question: What are my marketing goals? Do you want to see more referral-based traffic? More insurancebased clientele? A bigger impact to your bottom line? Accomplish and support those goals by a specific set of strategies. Each is a critical vehicle to move your practice to marketing success. Some marketing strategies to consider:

• Integrate Your Practice. Focusing on just one type of marketing – such as advertising – may be costing you more than you need to spend. Spread your marketing dollars across various platforms to reach more people and achieve better results. For example, you could spend a third of your marketing budget to advertise in local media, another third on geo-targeted Facebook ads, and the remaining budget on SEO and e-mail marketing. • Secure media coverage. Monitor trends and identify opportunities to insert your practice into the current news cycle. If a new study comes out about obesity, send your local paper five tips on natural ways to fight it. • Use grassroots efforts. Develop a presence in your community by supporting key initiatives like backto-school fairs or 5K races. Consider sponsorships and exhibits, booths or tables at events. • Get everyone talking. Referrals go a long way in any business. Make sure to ask for them, and then provide hand-written thank-you notes or small gifts for those who refer patients to your practice. • Leverage testimonials. Get your patients to do the marketing for you by sharing their testimonials on your website, social media, blog, and any other communication channel you have in your marketing arsenal. Prospective patients tend to trust the judgment of people who are just like them, so if your current patients are happy with the service, tell the world! • Set a barometer for success. Whether you have a new practice or an established one, consider what marketing tactics you’re currently using, and ask yourself, are they working? If you don’t know the answer, you’ve got your work cut out for you. Establish a measurement system that works for you and document everything you’re doing to promote your practice. Ask all new patients the essential question: “How did you hear about us?” to see what is triggering traffic to your business. By putting the focus on a strategy, you can effectively manage where your dollars go for maximum marketing success, helping drive and retain patients for your practice.  MarketWave is a Dallas-based marketing firm specializing in strategic planning and marketing implementation for health care clients. For more information, please visit www.marketwave.biz or facebook.com/marketwave. 2012 ParkerLife Magazine | www.parker.edu 15


DeVELOPING Your

passion Pays-Off in Practice Realizing the practice of your dreams is not easy.

It takes a lot of dedication and determination; but when the process is simple and the results are personal and professional fulfillment, the rewards will ultimately far outweigh the efforts. “The New Patient Maven”, Dr. Brad Glowaki runs a high-volume practice (Champion Chiropractic) in Seal Beach, California. He is living his passion for the profession and helping other DCs develop their own passions in to the practice of their dreams. Standing out within a crowd of 8,000 chiropractors in a 90-mile radius, Dr. Glowaki is enthusiastic about sharing his “simplified, but not easy” expertise in practice-growth and marketing.

Once you have a clear definition of the ideal patient, then you can turn attention to having the correct context for your target audience. Realizing the “dream practice” is a two-fold process that builds upon a DC’s passion for helping others, and challenges common marketing conceptions. The first step in the process is identifying your ideal patient. As Dr. Glowaki states, “Some chiropractors believe any patient will do. Most chiropractors market to whatever patient they can get. I teach docs to get the patients they want.” “If you know the ‘who’ the ‘how’ gets easier…You can’t hit a bulls-eye as a fuzzy target”, shares Dr. Glowaki. Part of this step of identifying the ideal patient is to revisit your passion. What do you want your practice to look like? What are you good at? What about the profession excites you? When you can answer these questions you’ll know what it is you’re looking for in a patient. Once you have a clear definition of the ideal patient, then you can turn attention to having the correct context for your target audience. The message has to meet the needs of your potential patients. For example: Promoting the benefits of pre-natal chiropractic at a health talk with chronic-pain 16 2012 ParkerLife Magazine | www.parker.edu

sufferers will most likely be ineffective at producing the desired results for practice growth. Getting the content right is the next step. If you know your passion and you know your audience, then you can appeal to the specific benefits of chiropractic for that population of patients. If your passion is Animal Chiropractic, and specifically racehorses, then you can tailor your discussion to suit the particulars of those who most need your assistance at achieving greater health and wellness. After following these three steps, the next phase in building the practice of your dreams is marketing your message. Contrary to popular perception, Dr. Glowaki offers, “Referrals are NOT the best new patient. It’s the second best; but it is someone else’s idea of what you do.” Like the ‘Operator Game’ from childhood, by the time the last person hears what’s said, the original message is lost in translation. The suggested solution? Share your message in person.

Contrary to popular perception, referrals are NOT the best new patient. In his seminars Dr. Glowaki “provides the tools every chiropractor can use”; and he strongly recommends spreading your message in person. Health talks, Lunch & Learns, and Corporate talks are all viable options for sharing your passion, and allow potential patients “to know who you are”. Besides, those meetings can often mean more patients. Examples Dr. Glowaki, “A one-hour presentation to 40 or 50 people can bring in 12 new patients.” Leveraging the momentum already in place is also a key factor to developing the practice of your dreams. Now is a great time to advance the profession. The opportunity for the general public to see chiropractors as real people, with real passion, and a real desire to enhance health and wellbeing is here. Dr. Glowaki wants to see “more chiropractors [as a] living illustration of success”. As chiropractors, passion for the profession should produce positive results – both in the lives of patients and in practice management/growth. 


Graduate Resource Center - Coming in 2013 Expanding a practice? Starting a practice? Looking to hire an associate? Why waste time and money searching for these forms when they will soon be a click away. Coming in 2013, the Parker University Alumni Association will be launching an online resource center to view or download common information all doctors may need. • Job Descriptions for associate, CA, MT, billing assistant • Patient Forms • Press release templates: grand opening, clinic anniversary, or relocating your clinic • Best of the Best of online videos • Audio files from Philosophy Night, Mid-Day Take-aways (aka: Lunch & Learn) • And a lot more

2012 Schedule Chicago, IL

July 12-14 Hyatt Regency McCormick Place

Toronto, Ontario

September 20-22 DoubleTree by Hilton Hotel Toronto Airport

ParkerSeminars

Come experience the best speakers, classes, networking opportunities, vendors, and much more! Las Vegas, NV

January 10-12, 2013 Rio All Suite Hotel and Casino

888.727.5338 www.parkerseminars.com 2012 ParkerLife Magazine | www.parker.edu 17


Parker University Continuing Education Check out our recent additions to the 2012 line-up! Chiropractic Sports Specialist Program (CCSP速) Now through January 2013

Practice Essentials Series Ethics, Documentation, and Medicare

On-going

Myofascial Release Series Jeff Rockwell, DC

Now through December 2012

Webcasting and Online Course Series Obtain hours from the comfort of your home or office

Subjects include: Ethics, Medicare, Nutrition, SI Joint Pain, Case Studies, and Massage Therapy

Decompression Certificate Program Multiple Speakers

August 18-19

Clinical Neurology Certificate Program Mike Hall, DC, DACBN, FIACN

Now through January 2013

ICPA Pediatrics Multiple Speakers

Series begins September 8-9, 2012

Scoliosis Correction Series Dennis Woggon, DC

Series begins October 6-7, 2012

Functional Taping

Ken Thomas, MS, DC, CCSP

October 13-14, 2012

Animal Chiropractic Mark your calendar now!

New program begins again March 7-10, 2013

Parker Life: July 2012  

Parker University Magazine