Doc,
As it relates to building a solid, stable, and scaleable practice…
Marketing Principles will always
outperform Chiropractic Principles.
Nevertheless, some of you will continue to offer to patients “corrective”, “maintenance”, and/or “wellness” care “options”.
Why?
…Because you have some patients who have been coming in once a week, once every two weeks, and/or once a month for years.
…Because you think/know that they/everybody “needs” it.
…Because it’s what you have been doing for years or decades.
This type of reasoning is killing your practice.
It has repelled far more patients than it has or will ever attract.
It doesn’t matter how many patients love you and love Chiropractic.
You are reducing referrals and returned visits.
The practices of too many D.C.s are filled with unnecessary complexities that exist because of their interests and not the interest of the marketplace.
…Because what they think or know is right.
MARKETING PRINCIPLES…
- Consumers don’t care about what you think has much as you think that they do. What you think or know is right is irrelevant.
- For every industry, prevention is the hardest sell on the planet.
- Being a good clinician isn’t as important as being able to get and keep customers.
- Being able to get and keep customers is the best way to become a good clinician.
- Never assume that a customer likes you, trusts you, or is loyal to you.
Like me, you have to accept people as they are and realize that most customers won’t do what it takes to get what they want.
That is why, Marketing Principles outperform Chiropractic Principles.
Marketing allows you to pick and choose who you want as customers. You aren’t desperate. You don’t have to add unnecessary products and services to your practice in order to “make it”.
You are in control.
Chiropractic principles require you to constantly educate, convince, and defend.
Good luck with that.
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