Marketing Management and Mismanagement

While there are hundreds of ways to market and promote your practice, there are an equal amount of ways to make a mess of it.  Recently, a chiropractor was seen standing at the entrance to his office holding a big sign advertising a free adjustment. His office was soon closed…

It Was a Good Idea at the Time

           Even major players in the market and their top-tier advertising firms botch marketing ideas. In 1958 Ford introduced the Edsel* to compete with its own existing models; and it failed. Ayds candy came out during the AIDS scare. When Pepsi expanded its market to China, it launched with the slogan, "Pepsi brings you back to life." The phrase translated to, “Pepsi brings your ancestors back from the grave.” *(Edsel Bryant Ford, grandson of Henry Ford, the president and founder of the Ford Motor company).

           Trying to order two beers from the bartender or wish someone peace in the United Kingdom, Ireland, Australia, or New Zealand? Make sure that when you have your index and middle fingers pointed up in the V shape, your palm is facing outward. Otherwise, you're giving the equivalent of the middle finger. Nixon made this faux pas once from the door of his plane as he departed.

Chiropractic Marketing and Promotion

          How do you optimize your name and effectively market your practice? You have to have a destination before leaving on your journey. What’s your goal? Why do you have that goal? What’s your purpose?

          Find something to work towards and a reason to do it. Once it was said, you cannot defeat a man who has something to do and a reason to do it. Stoke that fire in your belly and go for it.

Think Like a General

          Think like a general planning a battle. Study the terrain and characteristics of the territory to occupy, the obstacles and competition.  What tools and resources will be most effective?

           Make sure that you don’t make an error in judgement like these big names. You’ll never hear of the many businesses that die because of bad, or ill-advised actions.

Size of Your Objective

          Think in terms of the size of the objective. Are you in an urban area with a high local concentration of potential patients, or a rural area with a less densely settled population? Is it mainly retail, high rise corporate space and businesses, or an industrial area with one or more companies employing hundreds of personnel? Whatever it is, make it your target area and scale your practice to suit.

           Get out there and shake hands, pass out cards and brochures, join the local church or popular civic organizations. Volunteer and become part of the community. Find out what is needed and wanted and educate yourself to supply the services that are lacking in your community.

Become Valuable

          Does the potential pool of patients consist of truck drivers, construction workers, miners, agricultural laborers, mill hands, etc? Or are they office employees, medical staff, teachers, and the elderly? Each niche has its own set of problems for you to address. Find out what it is, become expert in those areas and advertise towards that specialty. 

Other Management Tools

          You’ll need a great website and someone to create great content to help patients searching for a chiropractor find you (don’t spare expense in having it built). It should include highlight videos of you, your staff, and a tour of your office. Showcase your patients telling success stories.

          Learn to leverage tools like email and social media platforms like Twitter, Instagram, YouTube and Facebook. These tools, mixed into your overall marketing strategy, are highly effective at reaching people where they already are – on their phones.

The Best Management Tool is Integrating Your Practice

          Integrating your practice with an MD, and other disciplines like a physical therapist, will take you to the places you want to go. You can expand your practice and get paid for your valuable time and services. Many chiropractors triple and even quadruple their incomes just a year after integrating.

          Create the time live, time to be with your family, time for vacations, or even to start other businesses or clinics. Medical Integration is the future of healthcare. CLICK HERE or follow us on YouTube and find out how our approach is helping to bring regenerative medicine into the mainstream and fight against the opioid crisis. Open up new opportunities for your patients and your practice today - call us at 1-888-777-0815 today.