To market a practice, you must have a plan you’re always executing and constantly evolving. This will help you attract patients that pay, stay, and refer others like them.

But where do you start? What does a successful plan look like? How do you choose a program that’s right for you? Most importantly, how do you hold yourself accountable so you’re working toward your goals consistently?   

Where to start

Don’t spend a dime on marketing outside your clinic until you’ve maximized every opportunity to promote your practice in and around your center first.

As a chiropractor, you’ve adopted a philosophy of life that promotes “health from within.” Why not apply the same principles when marketing your practice? Seek every opportunity to leverage your center’s influence from the “inside out.”

Look at every inch of your practice from the patient’s perspective and create a clinic that maximizes your influence on patients.

For example: Does your clinic enhance referrals by using stylish colors and décor? Do you have systems in place and a trained staff that knows exactly what to do and say to generate referrals? Do you have the necessary forms and materials that spur people to want to be your patient?

Everyone knows the best new patients come from referrals. You should expect at least 50 percent of your new patients to come from referrals. Referred patients from your existing patient base are easy to serve, because they come prepared by their friends and family who have assured them about the quality of service you provide.

Do everything in your power to create an awesome experience on each and every encounter with your current patient base. Strive to “earn” their referrals. Every person knows an average of 250 people who they can influence, so treat each patient accordingly. They will refer to you automatically if your care is outstanding, so never stop improving yourself or your practice.

Successful marketing program ideas

In a competitive market, you must manage multiple programs. For example: This month you might:

• Retrain your staff to answer potential new patient questions correctly.

• Hand out three business cards to every existing patient each Monday and tell each one to “spread the word” about your practice.

• Create an outdoor banner for the front of your building that will create an awareness of your clinic in your community.

• Host a patient orientation with a prize for the patient who brings the most guests. Have fun with this event and your energy will facilitate practice growth.

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