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  • Thursday, February 14, 2019 12:36 PM | Anonymous

    Hi everyone! 

    At the start of class today, I asked my students the following question:

    "Today is Valentine's Day, what marketing strategies could you put in place to attract new patients and could you also use those same strategies to double down and focus on patient engagement?"

    I have to say whenever I ask these questions I am always impressed at the ideas that come forth - watch out for them when they graduate!

    From educational to civic service to good old patient appreciation the ideas were wide ranging.  It's too late to plan a celebration for Valentine's Day for this year, but what about other upcoming celebrations? Are you Irish or just love green? Perhaps St. Patrick's Day might inspire you to start planning an event? 

    What I love about these events are that they can capture both new patients and work towards patient appreciation and retention goals as well. 

    Take a moment to look at the calendar for the remaining year and start planning some events to enhance awareness of your practice in your community. There are multiple holidays and multiple directions you can take each one to make it fun and engaging for all. 


  • Wednesday, January 30, 2019 1:25 PM | Anonymous

    Being active in your community is essential to your marketing. The more your name (clinic or personal) is heard, the more it is seen, the more recognizable it becomes and with that comes an implied reputation as an expert in your field. 

    I spoke recently of analyzing your statistics and growth twice a year. If you did so and feel there is a need for change or room for improvement consider being more active in your community.

    There are multiple ways to achieve this, some known and some that may take some digging or networking to find.  

    Community talks are an obvious choice but personally I get tired of the same expected talk so traditionally associated with chiropractic. Twenty years ago when I first started out, these talks almost always included the history of our field. No offense to our founding fathers, but we have precious moments to educate our communities and talking about our history just simply isn't necessary. I'm quite sure they would forgive the oversight and appreciate it if you stick to educating potential patients about conservative care that should take place before more invasive strategies!

    Even if you leave out the history don't you lose enthusiasm over time of repeating the same general chiropractic overview? You know the one about the hose being kinked? 

    Look to the cases you love to manage and think outside the box on how you might offer more on the topic within your community. In turn you'll spark your creativity, your enthusiasm and certainly you'll be more enthusiastic in improving the reach in your community to gain more market share!

  • Tuesday, January 15, 2019 11:53 AM | Anonymous

    Hi everyone! Welcome back to the site and Happy New Year!

    The New Year is always a clean slate. Reflections on the previous year are pondered and new goals are set.  Hopefully you were satisfied with your business stats but there is always room for new growth and adapting to changes in the market place. 

    When you reflect on the previous year at what you did from a marketing perspective it will likely coincide with your business statistics. If you did little, your business likely grew little and those with stable businesses may have even seen a decline from the comfort zone.  This happens frequently when you assume you've made it and marketing is no longer a necessity. 

    For others, where more marketing effort was put forth you may have found success in expected areas, success in unexpected areas or even lack of results in what you thought was a sure thing. I think we all struggle with any of the above situations. 

    Your marketing efforts should be ongoing for the life of your business and so should your analysis no less than twice a year. Right now is the perfect time to pull the numbers from last year and try to correlate where the growth came from and emphasize those efforts while cutting back from marketing campaigns that did not perform reallocating budgets accordingly. 

    Analyzing your numbers will help you tell the future, catch declining trends before they hurt and be strategic in your efforts. 

  • Wednesday, January 09, 2019 12:38 PM | Anonymous

    For many offices, it's usually clear where your office is and thus your front door. For many others, especially those in large office buildings or in urban areas it's not as clear.  Even if your office is easy to find, there can be road closures or construction that impedes timely arrival.

    You can easily enhance patient experience by anticipating issues such as difficulty in locating your offices front door in a large building or alerting patients to road delays. This enhances their experience and yours by preventing frustrated and stressed patient arrivals, not to mention on time appointments!

    Here are some tips to consider:

    • Post clear directions on your website. Include photo's of your front door or parking structures to park that are closest to your office.  
    • If sending electronic reminders for appointments, include your address and if necessary parking instructions as well as a link to your website for directions. Make sure this is mobile friendly as that is the most likely time they'll realize they are lost!
    • When a new patient calls in, alert them to any possibility of confusion and provide oral instructions and/or an email that clearly outlines how to get to your office. 
    • If unexpected road construction or delays are incurred, call your patients and let them know of any detours or potential delays as appropriate for the duration of the delay. 

    This last one happened to me for a recent dental visit. I could have easily left 5 to 10 minutes earlier to get to my appointment had I known of the road condition. Instead I arrived 10 minutes late, stressed and anxious. As did the patient who entered right behind me. 

    Finally, a fellow medical marketer shared how this could be taken a step further by suggesting a video or a video montage of pictures be made illustrating where to park, the elevator, the hallways, a map and a picture of the offices front door.  I would add to that a suggestion that you highlight the front staff waiting for them at the desk with smiling faces and waves. 

    These very small considerations that make a huge and positive impact on your patients overall experience with your office and makes your office standout from the competition. 

  • Monday, January 07, 2019 10:13 AM | Anonymous

     If you have any interest in managing personal injury cases, then you know that in today's PI environment having a multi-disciplinary approach is important. As such, building a team of mutually respectful and appropriate specialties is critical.

    This last week, the American Institute of Personal Injury Physicians hosted my talk on building medical referrals and have made it available in their store at no cost. The webinar runs just under an hour. I hope you'll check it out and while you're there take a look at the services they offer - if you have an interest or specialize in personal injury this is a company that can ensure your success in all things personal injury. 

    Thank you AIPIP for hosting and making this presentation open access to everyone!


    Webinar Presentation

    American Institute of Personal Injury Physicians

  • Wednesday, January 02, 2019 8:30 AM | Anonymous

    Hi Everyone,

    Due to increased response and outreach I am now opening a portion of our site to those who just need a little push, a little insight or just aren't sure what they need in the moment but want to participate

    To meet this need, I will offer twice a month open access blog entries focusing on basic and more simplified versions of my members only entries and other topics that stand out at the moment. 

    I invite all to participate through comments which I am sure will grow in time or to just sit back and be a silent observer - the choice is yours! I ask that all comments consider all view points and are posted with respect. 

    If there is something you would like me to post about feel free to suggest it as post response here or in future entries. 

    Happy New Year everyone!


  • Wednesday, September 12, 2018 10:05 AM | Anonymous

    A New Year is upon us, and with it the opportunity to make some new resolutions. Here are some MD Marketing priorities to firm up for 2020:

    1. Capitalize upon chiropractic successes & targeted market opportunities
    2. Optimize & grow core customer business
    3. Generate great brand & market awareness to support strategy and vision
    4. Develop a world-class experience for our patients
    5. Create a high performance culture with excellent outcomes and lower costs of care

    1. Capitalize upon chiropractic successes & targeted market opportunities. Chiropractors excel at managing acute and chronic lower back pain, some forms of headache and neck pain and it’s well documented in the research.  These successes serve as open doors to begin conversations with medical doctors. Each encounter with an MD should have the goal of sharing with providers’ key points of our care for these open door conditions and achievements of proven success including:

    • mechanism of action of manipulation
    • efficacy/outcomes with emphasis on pain and disability measures

    It should be a priority that once an MD triggers a referral that you monitor your statistics to ensure that you optimize the referral rate of that MD through discharge reports of referred patients and consistent education and outreach. It cannot be underscored how imperative this step is to success, and consistency in communication efforts plays a large role. Make sure you have a plan in place to track your reports, outreach and your statistics with an emphasis on consistency.

    2. Optimize & grow core customer business. In most instances, land with the expectation to build referrals with lower back patients and plan to expand into neck, headaches and other appropriate conditions you excel at treating. Of course there are exceptions but remember that while we may start with the lower back, it doesn't limit you to the lower back. This is a relationship that will be fostered for the lifetime of your career and there will always be opportunities to expand the physician's horizon on what patients are suitable for referral. Land with a plan to expand!

    3. Generate great brand awareness.  When looking to your brand you immediately think about your logo, color themes and tag lines. Those things don’t make your brand strong, they can only support the message of a strong brand. When you think about your brand, think about what you want your brand to reflect.

    Target Audience: The obvious starting audience for most chiropractors are patients with lower back pain. However, some of us go broader in our marketing and target musculoskeletal conditions, others prefer an emphasis on sports, ob/gyn and many other conditions.  In order to sell a strong brand you have to sell it to the right audience. If you cater to extremities, your brand shouldn’t be built on headaches. If you excel at managing the lower back, you shouldn’t build a brand on shoulder pain. The best part of marketing to MD’s is tapping into large groups of patients with conditions that interest you, through proper branding. Think about the conditions you are passionate about treating and build your brand with that audience in mind.
    Great Customer Experience: Results are a top contender in patient experiences and great patient experiences build a strong brand. But results don’t define the experience. It starts immediately at first contact and continues a lifetime through proper patient education and contact.  Strive to anticipate concerns and meet expectations beyond the standard expectations.
    Office Environment: Your office environment (cleanliness, organization, wait times etc.) reflect your brand. Your bedside manner, your front desk and other staff all support your brand. If any of these are lacking or can be improved upon make it a priority to do so now.
    Social Media: You should market your social media sites in your print material. Any social media where a patient can post a comment (think Google etc..) about your care must be carefully monitored. One bad review can outweigh a host of good ones and instantly put doubt in the readers mind. To remain HIPPA compliant it's advised you shouldn't respond directly to the review, rather contact the patient directly and see if you can resolve the complaint - hopefully they may consider taking it down once they feel they have been heard.
    Material: Your marketing material must reflect your brand and should broadcast key features of your care. It’s worth promoting your commitment to MD communication and referrals as it will build patient confidence to know that their providers are communicating and taking a team approach. Materials should be fresh looking, modern and provide a clear and concise brand message.

    4. Develop a World Class Experience:

    Patients: Chiropractic care has incredibly high rates of patient satisfaction which is definitely a selling point to MD’s. At the time of patient discharge, ask the patient to fill out a patient satisfaction survey (or consider having it via an email survey format). Accumulating this feedback helps with marketing, it also provides invaluable feedback on whether or not you’re meeting your desired patient experience. Make sure you collect your own office satisfaction rates and broadcast them appropriately in print material and in medical conversations.

    MD’s: If an MD asks for information make sure you or your staff prioritize the response. Reports are part of this. Quick responses and timely reports instill trust, professionalism and generate high levels of MD satisfaction. If you asked the patient for permission, share their survey results with the physician by sending a copy along with the discharge report. If you know an MD has an interest in a certain clinical condition and you see a report or article about it from a chiropractic perspective send a copy to them. If they know you’re catering to them, they’re certainly going to know how important it is for you to cater to their patients. Be quick in your responses and look for ways to keep communication flowing.

    5. Create a High Performance Environment.

    Front Desk: The front desk is a patient’s first experience. Make sure that you have proper procedures and protocols in place to ensure a high level of patient confidence and a smooth running experience. These days, it’s not that hard to stand out from other health practices. All too often we can hear the fatigue in a receptionist’s voice, wait weeks for a first appointment only to spend a limited time with the physician. With little effort you can provide a friendly, warm environment that caters to patient comfort the second they step into the front door adding value to their experience.

    Employees and Other Staff: Hire A-players that will support your vision. A friendly, outgoing and energetic receptionist, a professional, firm but fair billing specialist have primary roles in patient experiences. Any other practitioner in your office should be on board with your vision for the ultimate patient experience. You, as the owner, are in complete control and if you place these expectations upon your staff they will carry it through with you as the ultimate role model. It will certainly make for a more uplifting and positive work environment and your patients will be sure to notice. Hire exceptional people and provide them with the opportunity to learn from mistakes and with the skills and materials to do their job to the best of their capabilities.

    It’s a New Year, start if off right!

  • Wednesday, November 15, 2017 1:45 PM | Anonymous

    Getting Started in 2020

    The start of a New Year is always an opportunity to set new goals, review office policies and put new plans in place. Here are some ideas for jumpstarting your medical outreach for 2020:

    1. Plan your public talks! Look at dates, occasions (such as health observances) and put them on your calendar. Add to your January to-do list notes to book any necessary venues and reach out to other physicians you may wish to present with.

    2. Make your list and check it twice. This is especially important to new chiropractic practices and for those who may be reflecting on areas of improvement. Look to your own patient base, Google Maps and Yelp to ensure you have a targeted list of MD’s that you want to expand, renew or begin a professional relationship with.

    3. Plan your lunches. If lunches are something you are interested in doing why not take the opportunity to work the phone lines and plan some lunches for the first quarter?  

    4. Prepare your marketing material. As you meet doctors, as you plan a paper marketing campaign or as you write patient reports, have marketing material on hand. Consider printing out 3 medical newsletters – one each for January, February and March.  Have your staff address all of them to your target list, and note in your schedule on which dates they should be dropped in the mail. Keep extras on hand as you add doctors to your marketing list. Getting this out of the way now puts your mind at rest, minimizes the task and allows you to focus on other areas of marketing and business operations. Other items – practice brochures and a curriculum vitae which are great to attach to patient reports for doctors you have not yet met. Premium members – please review my tips on creating simple, effective, unique and personal newsletters available in the members blog. 

    5. Have systems in place! Having a system in place makes the task of jumbling medical outreach seem less over whelming. Noting in your schedule when a newsletter should be mailed along with knowing it is already prepared and ready to go, removes clutter from your brain by removing the need to wonder when the next one is coming up and scrambling to get it done and out. Consistency is critical in this type of marketing.  Equally important are having systems in place for tracking medical outreach. If you have a patient come in, are you getting their medical doctors information and consent to share their progress? If you do, are you taking time to write a summary report? Keep in mind, reports should not be overwhelming or lengthy.  A one page summary of what the patient presented with and your treatment plan keeps it short and simple (unless of course this is a workers comp or medical-legal situation).

    Start 2020 off right by making sure you have systems in place to maintain consistency and ease of marketing.

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