Fourth Quarter Marketing Planning for Your Chiropractic and Healthcare Practice

We’re about to enter the final quarter of 2025.

Will 2025 be a “winning” year for you? Are you set to beat last year?

Will the next 3 months be better than in earlier years?

It can be.

IT STARTS WITH A PLAN

“When you fail to plan, you plan to fail.”

(John Wooden, famous basketball coach.)

Your plan should begin with marketing. Why? Because marketing is why you are in business --- to deliver an outcome to someone in exchange for a fee.

“The purpose of business is to create a customer.” (Peter Drucker)

Customers, people who purchase your services, are created through marketing.

HOW TO MAKE YOUR CHIROPRACTIC AND HEALTHCARE MARKETING WORK

1. Get it done. In most cases, marketing doesn’t work simply because It Is Not Done.

2. Plan marketing actions. Marketing isn’t getting done because it isn’t planned. Your plan includes your goals: What projects and procedures will get done, and the results (new patients, reactivated patients, retained patients.)

3. Get it assigned. Plans don’t get implemented because procedures and projects are not assigned, no one is accountable to coordinate it.

4. Review progress. The plan is not reviewed (stats, actions) and adjusted for improvement.

5. Greater purpose. Does your marketing begin with a WHY? You are in the Help People business. The reason why people need help needs to be front and center.

6. Motivation fades. The purpose is sidetracked or diluted.

7. Services. What is being offered is not understood, of poor quality, and/or not wanted.

8. Marketing Projects and Procedures. The marketing procedures and projects are poorly done, or ineffective ones are performed.

Notice that only the last two have to do with how the marketing is done. The first 6 reasons pertain to the basic organizational and motivation behind your marketing.

Only about 40 percent or less of your marketing is dependent upon what procedures you use. Motivation and organization are the most important.

Motivation underlies everything. How much do you and your team WANT to get the word out, and why. Along with this, is the discipline to do the work.

Organization is your plan. The plan has marketing procedures and projects to be done by a certain time. It also has WHO does the projects and who coordinates the plan.

Finally, there are your marketing procedures and projects. This breaks down to recurring procedures and special projects and promotions. It begins with your services – the way the phone is answered, how finances are handled, your table talk, and your regular newsletter. And, of course, results! Special projects would include a monthly theme, or an external event at a local business.

There are many marketing procedures and projects you can choose from. Some work better than others, but this depends on how well they are done, the type of practice you have, and where you are located.

You can meet with your coach and your team and review what marketing procedures you want to use for this last quarter.

But first, please consider:

1. Go over the greater purposes of your marketing – why marketing your services is important.

2. Put together a marketing plan.

3. Assign someone responsible for the plan. (I recommend your manager.)

4. Review it, and your WHY often with your team and your coach.

Look forward to having a great last quarter!

Ed