Ben Altadonna Marketing Tip: When it comes to chiropractic marketing and positioning…Image Matters.
And it matters a lot.
And it matters even more for practicing chiropractors.
That’s why you must do EVERYTHING correctly to position yourself as a leader… because positioning (please see link to chiropractic marketing strategies series below) is one of the most important concepts that leads to practice success.
It is also one of the most difficult for chiropractors to embrace, which is why most continually do things that mal-positions them.
For example, Spinal screening, going door-to-door in your neighborhood, and Groupon type discount advertising.
I went to a seminar many, many moons ago and the “guru” told the Chiropractors to buy his full size spine model and carry it everywhere they went.
That’s right. Carry it in the grocery store. To the coffee shop. Everywhere.
And when someone asks you… “what is that?”
You break into your Chiropractic lay lecture or sales pitch.
This guru called this, “Permission based marketing.” He said it was revolutionary because when the person asks you a question, you now have their permission to educate them on Chiropractic.
Are you kidding me? Think about that for a moment. Put yourself in the other person’s shoes.
First of all, the person asked you a question because you look like a freak, not because they are really interested in what you have to say. And their question was… in no way shape or form… an invitation to turn into the traveling salesman that EVERYONE HATES.
Is this what the public expects from a doctor?
Is this what a leader does?
How would you feel if when you were in Starbucks, and some guy was wearing a burnt body part around his neck and when you asked him what is was, he went into a full blown fire insurance pitch?
Think about that for a minute. Because if you are doing these things, then you are KILLING your positioning. And you are KILLING any chance you have to build a stable, referral based practice.
Because the guy walking around town with a dry spine giving unwanted impromptu lay lectures is not what people look up to. It’s not what they want to call their doctor. It’s not what they want to pay out of pocket for. And it’s not who they will refer their family and friends to.
If you want to be a respected doctor and leader, then you have to act like one. You have to look like one. You have to talk like one. You have to associate with the right people.
Whom you associate with is one of the biggest keys to your practice success. There is no doubt, strategic relationships can drive more business than anything else.
In the real world, huge deals and favors are given every day based on who knows who and insider information. Heck, until just recently, it was actually legal for members of congress to profit from insider trading! And part of the recent law making it illegal has been silently repealed (behind closed doors).
I’m not saying to get involved in anything illegal, but who you have a good relationship with, how much they like you, and what they are willing to do for you can go a long, long way.
You must seek out the winners and influential people in your community and start a relationship with them.
The same way to do it with potential new patients.
You find out what they want and give it to them. You help them get what they want and then they will help you get what you want.
Stop thinking in terms of what someone can do for you. People (and patients) see right through that. People can smell your selfish motives from a mile away.
Start looking at people and figuring out how you can help them. What do you have or what can you do that in unique and no one else can or is willing to do?
If you do not have an answer to that question – if you do not have a unique set of skills that you do better than anyone else – why are you even in business?
Why should a patient choose you over all other options? Why should a shaker and mover in your community have a strategic alliance with you?
If you do not have answer to these questions, get them.
With the internet and all the resources today, there is no excuse for not offering a unique product and/or service that makes you stand out from the crowd.
What value can you bring to someone’s life? What problem can you solve? How can you make their life easier? If you are going to be “just another chiropractor” you can expect to struggle “just like all the other chiropractors.”
And know this: We are talking about building relationships, and that takes time. That’s why we at ChiroTrust send weekly emails and monthly newsletters to all your patients and prospects. We are building FERTILE GROUND.
Without fertile ground, nothing will work.
How many movers and shakers email addresses have you gotten and put on your weekly email and newsletter list?
That is a perfect way to position yourself properly to them. To show them you are a real doctor who is to be respected and trusted.
And building fertile ground takes a little time. Do not be unrealistic and think magic will happen overnight.
But if you do all the right things – once you have built fertile ground – the results come exponentially.
So… how are you going to start positioning yourself better? Who are you going to build strategic alliances with? And what steps are you going to take RIGHT NOW?