Relationship Marketing in the Chiropractic Office

ADVERTISING OR RELATIONSHIP MARKETING IN A CHIROPRACTIC AND HEALTHCARE PRACTICE

I am all for advertising.

As we expanded our multi-office network in Wisconsin to 25 offices, we maintained a constant advertising presence. We used newspaper ads, "marriage mail", or shared mail services like Valpak, radio, and even television.

Nowadays, offices advertise through social media, as well as through website search engine optimization. Advertising is rapidly shifting towards Artificial Intelligence, and you will need to position your office for AI discovery! I'll save that for another newsletter.

But advertising was and is expensive. So we relied on relationship marketing.

Many offices we work with now generate most of their new patients through relationship marketing, though I doubt if they call it such. They do not pay for advertising and have all the patients they can handle. This is very cost-effective!

WHAT IS RELATIONSHIP MARKETING?

My definition of relationship marketing:

Relationship marketing involves creating trust-based relationships with patients and referral sources, generating loyalty and organic referrals through genuine care and ongoing connection.

For example, you (and your team) can inform your patients about an upcoming food drive in November. Family and friends of patients can contribute a food donation to the office in exchange for a chiropractic and healthcare consultation and exam.

You can also simply hand your card to a patient and say that you would like to check their spouse before they play in their next soccer match. Mention that nearly all professional sports teams have staff chiropractors, and that although your spouse is not a pro, you want them to be at their best and prevent injury.

You can also get to know local businesses and organizations. For example, stop by and talk with the owner of a local massage practice. Encourage selected patients to visit them. Include an ad about them in your newsletter. By establishing a relationship with them, they will be more likely to refer patients to you.

YOUR RELATIONSHIP WITH YOUR TEAM

Besides your relationships with patients and local professionals, don't overlook the one you have with each of your team members.

I am almost sad about this -- but the relationships between many doctors and staff, as well as among staff themselves, are not as good as they could be. These relationships are often overlooked.

There is almost a magical element to a practice when the doctor and staff work together toward a common goal and enjoy working together. Patients pick up on the vibe! Phones start ringing, inactive patients walk in.

Stephen Covey, in his book on 7 Habits of Highly Effective People, emphasizes understanding others through communication and empathy, and having a win-win attitude. He says that this brings about greater energy or synergy. This could be viewed as simple physics, or to some, Innate or Universal Intelligence!

GETTING and KEEPING PEOPLE ON YOUR BUS

As a doctor, chiropractor, and clinic director, you are like a bus driver. You aim to make sure you are on time and complete your shift according to schedule.

One day, you turn around to look at the back of your bus and wonder why there are so many empty seats. "Where is everyone?"

Well, maybe you missed some stops and the people never got on! Or, you didn't take time to say "hi" when they boarded, so they all left at the next stop. Or, you were so busy driving, you didn't ask about your assistant's new workout routine.

Take time to connect with people.

More than anything, you are in the people business.

Ed