
The Physics of Practice Marketing
What is your biggest barrier to marketing?
It's not consistently done!
There are a few basic reasons for inconsistent marketing. Here are three:
1. No one is in charge of marketing.
2. No time. Who has the time to do the marketing?
3. What are we going to do? How do we plan our marketing? It gets confusing.
The Community Education Program solves these issues. We came up with this strategy when we opened, owned, and managed over 20 offices here in Wisconsin.
The Community Education Program provides a framework, a template that makes it easier for you to market your services consistently.
MARKETING PRINCIPLE: PHYSICS
A fundamental principle in marketing lies in Newtonian physics. Newton's Third Law of Motion states that for every action, there is an equal and opposite reaction. That means when you promote and put something out…something will come back. Outflow creates inflow.
There are many variables, but installing a monthly program well in advance ensures that SOMETHING will go out. You can always add other activities to augment what you have planned each month.
We will be reintroducing this program in our Practice MBA program in April.
COMMUNITY EDUCATION PROGRAM – MONTHLY THEMES
Here is a brief description of how it works.
1. PROJECT MANAGER. Assign someone to be the marketing coordinator. Usually,
the office or practice manager acts as a project manager, but everyone is involved.
2. CENTRAL THEME. Pick a theme for the upcoming months, considering marketing
events or activities that have worked in the past. Also, consider popular health
issues that your services can address. (See examples below.)
3. PROMOTIONS TO DIFFERENT MARKETS.
a. Active Patients. Use word of mouth, posters, coupons, and workshops.
Increase patient engagement with your services and generate referrals.
b. Inactive Patients. Use personalized newsletters and social media. Inactive
patients know you and trust you. They can become active again and refer
others.
c. Community Referral Sources. Use emails, fliers, letters, and or personal
contact. For example, local gyms, professionals such as dentists, or clubs and
associations.
d. Non-Patients. Use advertising to generate more new patients.
AN EXAMPLE FOR A CHIROPRACTIC PRACTICE
February is Neuropathy Awareness Month at Hot Springs Chiropractic.
Event: $29 screening exam and consultation.
Workshop: "Nature's Remedies: Six Holistic Approaches to Easing Neuropathy" in the office and at 2 senior centers.
Marketing:
Active patients. Posters, coupons, and word of mouth.
Inactive patients. Newsletters with success stories.
External referral sources. Posters at healthcare facilities for seniors. Workshop scheduled.
Advertising on social media.
FUTURE MONTHS CAN BE FUN!
For example:
March. Kids Health Month "Leprechaun's Health Month."
April. Summer Fitness. Include a golf workshop with the doctor and golf pro.
May. Women's Health. Pregnancy, New Baby Care. La Leche, Midwives.
June. Back Pain Awareness Month. How chiropractic can help.
July. Headache Awareness Month
August. Athletics for Kids: How to avoid and recover from concussions
You may have other marketing programs in place during the year. Great! Add them in. But if you plan out monthly themes WAY in advance, you can be guaranteed of always marketing.
MARKETING PRINCIPLE: QUANTUM PHYSICS
Newtonian Physics applies to marketing, but in a small business, so does Quantum Physics. It might be a stretch, but quantum physics implies that we are all connected and that our thoughts and emotions emit energy and vibrations which can attract what we want, depending on our vibe! However scientific or unscientific, I have seen example of this in practice marketing.
Therefore, KEEP SMILING, KEEP THE "STOKE," and love one another!
Ed
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If your practice-building efforts aren’t taking you to your goals, there are reasons -- many of which are hidden from you.
Find out what they are and how to sail to your next level by getting and implementing my book, The Goal Driven Business.

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