I spoke about this in my last “Time To Think” email to you… That leveraging behavior—not changing it—is how practices are built. That is, going where the crowds already exist VERSUS trying to start one all by yourself.
You might be great at helping more “exotic” conditions like fibromyalgia, chronic fatigue, digestive disorders, etc., but if your practice isn’t booming, you’d be wise to go where the crowds already are:
- Low back pain
- Neck pain
- S.I. pain
- Shoulder pain
- Knee pain
Once you establish a track record of trust with your patients, they’ll be more open to a broader Chiropractic message. But until then—unless you want to spend a lot of time, money, and brain damage to create a market—spend your marketing dollars where the market already is.
When it comes to Chiropractic, patients come with expectations, points of view, and beliefs.
Leverage them by first meeting those expectations, points of view, and beliefs.
How do you do that?
By listening, understanding, accepting, and by meeting them where they’re at.
In other words, by giving them what they want and letting them be right.
This is the most efficient and powerful way of establishing rapport, relevance, and ultimately a reputation of being the “go to” Chiropractor who “gets it”.
Accepting how a market behaves is tough. Trust me, I know.
You know so much.
The market is typically wrong about everything.
But as in all relationships, stopping being right—ESPECIALLY when you know that you are—just works.