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with a well-designed website, is where the majority of new patients are generated from advertising, and are generally more cost-effective than print media if managed well. There is one important concept that is critical across all of these media: Advertising has to be continually updated to maintain relevance. Print ads become less effective over time; search engine optimization needs to be updated on an ongoing basis, etc. In other words, all advertising campaigns have a limited life – and need ongoing attention to remain effective.


In my “true story” example above, the advertising company with which I was doing business required a three-month commitment. I decided to go all in for six months. I should have learned my lesson by three months, but there was always a spark of hope that if I just threw some more money at it, the stirrings of new patient inquiries from the ad would, at any moment, turn up a new batch of actual patients. I felt like I was trapped in some sort of impossible gambling scenario, and I had to spend $30,000 before I could finally admit to myself I was just simply not going to hit the jackpot.


Part of my mistake was that I invested too much money, for too long, in an ad platform and system that did not work for me. The other part was that I was failing to grasp a key concept in new patient generation. One of the most important factors to understand about new patients generated from advertising is this: Ads will not generate any new patients, they generate PROSPECTS. Prospects are people who are interested in what you are offering, they are not new patients until they make the choice to start under your care. Many steps needs to be taken to help potential patients actually make the leap from prospect to patient. Here are some of the key questions to ask yourself:


1) How quickly do you respond to the prospective patient when they call or otherwise inquire about your care?


2) Has the team member responding to new patient inquiries been properly trained to do so?


3) How well are you and your team prepared to welcome the patient into the practice? How welcoming and organized is your team’s customer service?


4) How efficient is your new patient clinical protocol?


5) How well-developed is the tableside manner of the doctor(s)?


The answers to these questions will most likely lead to revelations about needed staff development training and continuing


The idea is that repetition of the content over time, to the same audience, is necessary to get noticed and to have potential customers take action. Indeed, this is a proven concept in advertising and how it works on the brain.


effective avenues to bringing new patients in the door. These efforts may be more time consuming, but you will find that if you focus your energy in the direction of authentic human-to-human contact, you will see a much higher, more sustained return on your investment in the long run. Authentic relationships lend themselves to quality reputation, and your reputation is how you will generate word-of-mouth referrals.


Whether you opt for advertising, encouraging referrals, community-based outreach, or all of the above, chiropractic (and your practice) have an important message to share with the world. So be bold; don’t shy away from sharing your message just because an outreach effort wasn’t as fruitful as you had hoped. Mistakes are simply learning opportunities. With every attempt, you will become wiser as to how you can better invest your resources. I certainly hope that you will learn from my mistakes that I’ve shared in this


education. But for the sake of brevity, I won’t discuss the details around this topic here. At this point however, you may be wondering, if online advertising is so ineffective for how expensive and arduous it is, what sort of marketing strategy does work?


In my experience and observation, the bulk of new patient generation in the long run, will occur outside of paid advertising schemes. Community-based marketing efforts, such as offering spinal screenings at local health fairs and other events, and establishing relationships with local businesses and other healthcare professionals, are by far the most


article and do your best to avoid repeating them. But keep in mind that your unique practice, your surrounding demographic, and your target market present a unique set of variables, which means you will need a unique marketing strategy. You will learn to navigate the many variables and develop your strategy only through a process of trial and error. So, my advice: be as smart, wise, calculating, learn to take good advice from trusted advisors, and be shrewd as you can be, but PERSIST… with confidence, knowing your message of drug-free, natural healthcare supersedes fear and trepidation!


Ple x us Feb/M ar ch 2020 23


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