This year, I want to see you attract more new patients. It all starts with the understanding each and every person has a life story waiting to include you in it. There is a new patient for your practice, inside every person you meet. Why?
The nerve system is responsible for all the daily healing, metabolism and repair in the body. Stress has been found to subtly shift the human structure, and interfere with the normal flow of nerve supply in the body. This often takes weeks or months before it develops into pain or dysfunction. Every man, woman and child will fall victim to this process because it is caused by universal forces which are unavoidable. Once you recognize the depth of this principle, you will create a continuous waiting list of new patients in your life.
Extraordinary marketing begins when you have fully convinced yourself of the following; they NEED you now, they are LOOKING for you now, they are READY now, YOU are ready now! It's not IF new patients will call you today, rather how many people who need to call you because of the amount suffering happening in your town today.
Marketing always starts with a vision that stirs both emotion and soul, if it has any value at all. You have to be willing to reach out to people who don't know how to reach out to you. You can either see this as futile or the biggest opportunity you will ever encounter. Every chiropractor should have the vision of attracting a minimum of three hundred new people (25NP's/Mo) onto their schedule book each year. Twice that number of new patients is very doable, if you understand the mechanism which produces this result.
There are FIVE key components to creating an extraordinary marketing campaign;
Vision ~ Planning ~ Effort ~ Results ~ Analysis.
No amount of planning or effort will exceed the vision you hold for serving your community. On the other hand, with clear vision and the right plan of action, nothing can keep you from accomplishing your goals. Great planning always asks the right questions; what are your strengths? What's your budget? Who will help you put the right pieces of your plan in place? Who will help you execute the plan? Any blanks in this equation, often leads to a sputtering and eventual shutdown of a marketing plan. You can (and will) always adjust a solid plan as it is now in play, but anything else is usually just referred to as "winging it". The best plan is the one which is simple to follow, and simple to repeat. There is no such thing as a perfect plan, but plans whose vision face true north, smash their goals most of the time.
What's the plan? Reach out to more people everyday with the intent to give them a check-up that will change their life.
Now it's go time. Effort is the result of your focus, attitude, energy, skill and knowledge. Extraordinary marketing results happen when you learn to play like you have nothing to lose. Your purpose is to build new relationships, but you don't know with whom you will make a new connection. Therefore, reach out passionately with everyone. Whether you are asking for referrals table side, inspiring a workshop audience to share your message with friends and family, performing an outside talk, leading a spinal screening or connecting to people through social media, not everyone is going to say "yes". When you tell someone the value of your spine and nerve evaluation, and ask them to schedule an appointment, that's between you and God. In other words, your job is now done - so make sure to do it with tremendous passion, purpose and pride in your work! The decision a person makes to say "yes" and schedule a new patient appointment, is between them and God. The more you focus on results that are not in your control, the less influence you will have regarding things which truly are under your control.
Extraordinary marketing at it's core, is highly trackable. In one sense, you can say it's a numbers game. However, when tracked properly, the deck is highly stacked in your favor. Nothing happens by chance. There is a "cause and effect" relationship inside all your marketing efforts. Simply knowing the source of each new patient, the total draw of scheduled NP appointments from any specific campaign, the total show rate of scheduled NP appointments from each marketing campaign, the conversion rates as well as the ROI generated from each campaign, and you are sailing your ship like a Fortune 500 CEO! The time and energy to track your results, allows you to adjust your sails by pin point training improvements, which provides you an even greater chance for success the next time around. Monthly analysis can help generate over one hundred percent increase from the SAME investment you have already committed to your marketing plan. It is truly the secret weapon to any extraordinary marketing campaign.
Do you realize 4 out of the 5 key components are completely in your control?
When you allocate the majority of your mindshare on those elements you can really affect change, abundance begins to crop up all around you. This year, critically look at these core elements and embrace those which you have either ignored or misunderstood. They are there for every chiropractor's prosperity, because they are built upon the principles which govern all success. Ask for help, and be open to experience some uncomfortable stretch. It's what all of us have had to go through to learn the truth, and witness the extraordinary results which follow.
Until next time, practice with passion.
Coach CJ
