Most chiropractors are in the business of healing. After all, they have spent many years preparing for their practice.

The truth is this: Chiropractors are actually in the marketing business. Chiropractors allow their brand to manifest in their community — this sparks referrals. The busier you are marketing, the more profitable your business. And marketing is necessary to be heard above the competitive noise.

Most chiropractors, however, don’t believe they are marketers. The fact is that you are in marketing because everything you do requires sharing information to establish value with the hope of creating long-standing, customer-centered relationships.

Chiropractic is a relationship business. Therefore it is important that you create “marketing acceleration” to draw prospects into your pipelines.

VVC

In today’s busy world you must develop three vital areas for marketing.

1. Visibility,
2. Value, and
3. Community.

Develop a host of activities that enables you to become visible within your niche. When you illustrate value, it begins to manifest, which allows you to become known among a larger — but prospective — patient base.

When this manifests, you become widely known in a niche and referrals become more numerous.

The relationship business

Building business is not about sales or marketing, but rather about relationships. Patient discussions must center on outcomes. Patients want results, so initial and follow-up conversations must focus more on intended results and less on treatment plans.

For example: Patients suffer from personal stress, which often stems from work and family life. They seek less pain and more mobility. Therefore, the discussion should focus on this and not on the number of adjustments.

When the discussion is on value, and the prospective patient is convinced of the wisdom of a relationship with you, fees are academic because the patient is convinced about working with you.

Successful chiropractic marketing is straightforward. Ask yourself these three questions:

1. What value do I bring to my patients?
2. Which demographic fits my needs?
3. What are the best methods to reach these prospective patients?

Unfortunately, many chiropractors immediately begin with question three. They engage in cold calls, direct mail, and other fruitless and frustrating tactics.

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