Just heard this quote…
“You can’t see the label when you are inside the jar.” (Credit: Todd Murphy)
That’s really good.
Your practice is the jar and you’re in it.
That’s why it’s hard to see what I and others see from the outside.
Replacing the last 100 new patients who are no longer coming in or referring isn’t a very wise business model. It’s merely a survival strategy.
That is why Chiropractors don’t have a “new patient” problem.
First and foremost, they have a positioning problem, then a product problem, and then a communication problem (or what most consider “advertising” or “marketing”).
POSITIONING – Is your practice name, patient dialogue, and on and offline communication designed to give patients only what THEY want? Is it clear or is it confusing?
PRODUCT – Is Chiropractic your product, are you the product, is it your beautiful office, or the services that you provide? The product better be what patients want. Do you know what they want? You shouldn’t have to ask them. Can you provide it better, faster, and easier than anyone else?
COMMUNICATION – Are you maintaining your patients’ attention, online, offline, all the time… before, during, and forever AFTER their short-term care?
You must get all 3 right because that’s real marketing. Invisible marketing. Effective marketing.
If your marketing is right, you will have all the “new patients” and patient visits that you want …and they will all come from referrals and returning customers/patients. That’s the sign of a successful and sustainable practice.