{"id":4380,"date":"2016-09-20T16:07:19","date_gmt":"2016-09-20T21:07:19","guid":{"rendered":"http:\/\/pmaworks.com\/observations\/?p=4380"},"modified":"2016-09-28T23:51:25","modified_gmt":"2016-09-29T04:51:25","slug":"chiropractic-practice-marketing-ideas-for-fall-2016","status":"publish","type":"post","link":"https:\/\/pmaworks.com\/observations\/chiropractic-practice-marketing-ideas-for-fall-2016\/","title":{"rendered":"Chiropractic & Practice Marketing Ideas for Fall 2016"},"content":{"rendered":"

\"Autumn<\/a><\/p>\n

(Download a PDF of this article)<\/a><\/p>\n

3 Echelons of Practice Marketing: <\/strong>Motivation, Management, Procedures<\/strong><\/h3>\n

Most attention is usually put on marketing procedures. That is fine but when marketing fails, it is usually because the procedures just didn\u2019t get done, or only half done. And this is because no one was put in charge of them and given the time to execute them. Pretty obvious, but easily overlooked. This was the essential theme of the Marketing Manager System<\/span> I published in 2000. It is out of print now but much of the info is on our PM&A Member\u2019s site.<\/em><\/span><\/p>\n

And underneath it all is motivation. Who really wants to do the marketing? You may get excited from a seminar or about an event you have planned. But motivation can dissipate quickly and too often we are not active enough in keeping ourselves and our teams passionate and determined about providing more and better service.<\/em><\/span><\/p>\n

So all three levels or echelons of marketing need to be in place. What follows is a brief list to help you set up effective marketing activities for the next 4 months.<\/em><\/span><\/p>\n

 <\/p>\n

QUALITY SERVICE AND CARE COMES FIRST<\/span><\/strong>
\nIt goes without saying but it needs to be said – from an executive point of view, quality care and service comes first. Ultimately, an office that gives \u201cWOW\u201d service and produces extra-ordinary outcomes generates enough word of mouth to create a waiting list practice. Think of Clarence Gonstead.<\/p>\n

MOTIVATION<\/strong><\/span>
\nPlan weekly motivational talks at your team meetings and major motivational activities each month. These can be discussing case successes, watching Doctored, or doing a free clinic for the underprivileged. Keep the saw sharpened. Keep reminded of WHY you all are doing what you are doing and your greater purposes. This is the fire that drives the engine of your practice.<\/p>\n

MARKETING MANAGEMENT<\/span><\/strong>
\nSomeone to Coordinate<\/em><\/strong>
\nDelegate someone to be the marketing coordinator. You could have someone for just internal and someone for external events. These roles are only a few hours per week as coordination jobs. The actual work is delegated as separate duties so that everyone on your team has a role in marketing. Your entire office is the marketing department but it helps to have duties assigned just like you do for the front desk or billing dept.<\/p>\n

So Many Procedures, Which Should You Pick?<\/em><\/strong>
\nSelect the marketing activities that have worked for you in the past and add a few at a time<\/span>. Pilot each and see what works better for you. Marketing is all about testing. Find out what works and then put it in a system. Keep it simple. Get your marketing systematized and departmentalized and delegated.<\/span><\/p>\n

Time to Plan<\/em><\/strong>
\nPart of marketing management is setting aside time to plan and coordinate upcoming events. At least monthly, schedule time aside to review past promotions and plan new marketing for the next few months.<\/p>\n

Calendar<\/em><\/strong>
\nMake sure you have a large calendar to post all of your upcoming promotions.<\/p>\n

MARKETING PROCEDURES<\/strong><\/span>
\nCOMMUNICATION CHANNELS<\/strong><\/em>
\nAll your marketing does no good unless it is communicated. Marketing IS communication, so keep the communication going<\/span> – in and out of the office. Make sure each month you promote via team members, \u201ctable talk\u201d, e-newsletters, posters, Facebook, etc.<\/p>\n

Recurring Procedures<\/em><\/strong>
\nThe most important marketing activities are your usual, recurring procedures that you do on a daily and weekly basis. Many of these are already embedded in your routine procedures. Because they are done routinely, the usual and everyday procedures can be overlooked or not given the importance needed. For example, just answering the phone can make a big difference. Don\u2019t let the routine become the mundane. Practice new ways to have fun with your recurring procedures.<\/p>\n

Community Services<\/em><\/strong>
\nThis is what I call the free or discounted services you provide in your community. Health screenings, workshops, networking events, setting up alliances with dentists, for example, or just conspicuously showing up at the Lions Club breakfast. I would delegate this to one person and give them 4-6 hours per week to schedule events and to help coordinate who attends these events. There is a good deal of administration in this role. I have seen events scheduled a year in advance that generated new patients and referrals from alliances that come in years after they were initially set up because the relationship was well maintained.<\/p>\n