Why Two Chiropractic Doctors Couldn’t Grow Their Practice
A few years back, a long-time client of ours gave me a call and said that he had hired two new doctors. He asked if I would visit his office and see if I could help them grow their caseloads.
I told him that I was happy to pay him a visit. A month later, I was touring his office and interviewing his team. I then went out to lunch with the two new associate doctors.
I got to know them and asked them questions. They were not shy about their goals. They told me that they wanted a “high volume” practice. They boasted that they felt that it would not be difficult to see as many visits per month as the senior doctor by the end of the year.
They went on about philosophy, BJ Palmer’s “Green” Books, clean food and wellness. Both were young and looked fit and seemed eager.
They said that they wanted marketing help. They talked about how they had been working on social media, but felt that the owner doctor wasn’t supporting them enough by buying advertising. It wasn’t blatant, but they seemed to be blaming him. I acknowledged this and said that was something we could look into.
I knew that their practice statistics were very low. I told them that marketing comes down to caring about people – caring enough to talk to them, and caring enough to be honest about how you can help them.
They nodded like zealots. “Absolutely!”
I then said:
“OK, look around this restaurant and describe a possible health issue with some of the customers. Just pick one and do a very preliminary screening based upon the way they are sitting or walking.”
This didn’t go as well as I had thought it would. Both doctors, I discovered, didn’t look at the fellow customers in the restaurant. So, I prodded and finally got one of them to mumble a possible health issue with someone who was walking out.
I then asked each for their business card. Neither had one on them. I paused to give them a look: “What?”
I had taken a couple of their cards each before lunch and placed two of them in front of each doctor.
Then I said:
“I liked what you both said about wanting a large practice and wanting to help more people. I would like to help you. So, to start, I would like you to get up from this table and find someone in the restaurant, introduce yourself, and hand out your card. If possible, make an appointment for them to come see you.”
They both looked at me as if they saw a ghost. Gripped by fear, they both slumped down in their chairs. Neither would do it.
Seeing this, I suggested they talk to the cashier or waitress, or the manager. Now the fear turned to a dismissive attitude, as if this exercise was beneath their dignity.
We ended lunch and went back to the office. We met with the owner doctor and discussed the situation. Over the following weeks the two doctors agreed that the relationship wasn’t working out and decided to leave on good terms to start their own office.
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You don’t have to be a hyper-extroverted charming salesperson to be an effective marketer. In fact, this may act against you. The largest office I have ever worked with was seeing over 2,000 visits per week. And the owner was serious and gruff, and talked like an angry fishing boat captain.
Marketing starts with a burning desire. It begins with an almost obsessive drive and purpose to help others by getting them into your office. Marketing then depends on your belief and confidence in your skills and service. And it hinges entirely on how much you really care and empathize with each patient or prospective patient. And then, there is the effort you put in. You gotta do the work, and this means sometimes long hours, long weeks, and long months.
And as the C.E.O of your business, it also means getting the rest of your team to feel the same.
Again:
- Desire. Drive
- Confidence and belief.
- Compassion and empathy.
- Effort. Work. Sweat!
There are thousands of different methods to market your services. These may include “social media,” big goals, and “philosophy.” They may include newsletters, workshops, or back to school promotions. But in the end, marketing is communication, whether done electronically, through print, in groups, or one on one. It is always and especially – one on one. In time, you will find what works best for you.
But no number of manuals, books, or coaching will do a damn thing for you if you don’t have the desire, the belief, the empathy or put in the work.