Hello, doctor. Here is the number one marketing concept, which is known by many service providers but detailed here for you. There also is a general marketing plan. Please consider incorporating these into your daily practice, and my guess is that it will pay off. Note that I said “daily” — ideas go nowhere without action. You must commit to doing something every day!
Asking for Referrals
You know that getting a new patient is much easier, much less time consuming, and much less expensive when existing patients (your tribe — the people who know, like, and trust you) refer their family and friends, as opposed to trying to get new folks in from the general population by spending money on ads.
So here is the correct way to ask for referrals. At or near the conclusion of your first visit with a new patient, ask for a referral. The idea is to get patients to make a commitment to do that. Psychologically, when we make commitments, we try to keep them.
Say the following, or something close to it:
“(Patient), whenever the people you care about, or anytime you learn that someone you care about is injured or needs a doctor, youTl have them call us, won’t you?”
They will nod or say yes.
Then say, “Thank you so much.”
And they will nod or say yes again.
Then say again, “YouTl really do that? That is sensational!”
And they will nod or say yes again.
They have now committed three times to make a referral.
Never say “if’ when you ask for this commitment. “If’ gives them an out, and then it’s not a commitment, so always say “when” or “whenever.”
Don’t expand on this. Don’t tell them how much you appreciate it or explain anything —just stick to the script. They will understand without any explanation.
Chiropractor Marketing Plan
Now here is a marketing plan. Use all these ideas. Be consistent.
Following is a comprehensive summary that will catapult your business. The author has one more idea not listed about how to get referrals of personal injury patients from their attorneys. Contact the author to learn more about those.
For All Patients
1. Birthday postcards — Send them around the eighth day of the month to all patients with birthdays during that month.
2. Make telephone calls on birthdays too.
3. Holiday calendar — Calendars are better than cards because people keep them for an entire year, and they have your information on them. Consider also sending a summer “School is out, be safe” postcard.
4. Newsletter — Send one a month. People like to know about you, your family, and the “big four” — food, pets, sports, and travel, and include lots of photos.
5. Book(s) — They are not so hard to write and get printed, and they are an excellent source for new business because people never throw books away.
6. Business card — Differentiate yourself. What makes your card different from any other doctor’s card if you replace the name, address, and phone number?
7. Email signature - Make it marketing, not just something unoriginal like “to your health” or “in good health.”
8. Send a thank-you letter following a patient’s first visit.
9. One week after a first visit, send a letter with a Guarantee Certificate. Guarantee something you can do for the patient because people love guarantees.
10. Request a referral letter two weeks after the first visit letter.
11. One month after the first visit letter, follow up with a “What We Do” paper. It can be lengthy. Begin with, “Many patients come to us and appreciate the results of our care, but many do not know what we do behind the scenes, what it took for us to get here to be able to treat you. This paper is designed to give you all that information.”
12. Two months after the first visit letter, make a reminder call with questions and ask about problems.
13. Send a thank-you letter when care is completed, requesting referrals again because “we rely on them.”
14. Make sporadic “just because” calls to patients.
15. Google Reviews — Print a business card with a QR code on it, so all anyone needs to do is scan it with their phone to go straight to the site.
For Vendors
1. Request referrals because we rely on them. Reach out by:
a. Letter
b. Telephone call
c. Promise to refer to them
2. Request Google Reviews and reciprocate (see number 14 in the previous list). Vendors will do this because they want your continuing business.
For Business Contacts
1. Request referrals because we rely on them. Reach out by:
a. Letter
b. Telephone call
c. Promise to refer to them
2. Request Google Reviews and reciprocate (see number 14 in the previous list). Vendors will do this because they want your continuing business.
3. Speeches
4. Newspaper articles
Paul Samakow is a veteran Personal Injury attorney - for over 41 years he has had a dream practice because he is a marketing guru. Paul is a frequent speaker, is hired frequently for advice, and he is the author of five books on marketing. Since December, 2021, a period of only 4 months, his marketing system for chiropractors has been delivered to hundreds. Mr. Samakow can be reached at 703-472-7688 or by email at paul@samakowlaw.com
