{"id":5078,"date":"2018-05-21T15:17:53","date_gmt":"2018-05-21T20:17:53","guid":{"rendered":"https:\/\/pmaworks.com\/observations\/?p=5078"},"modified":"2023-01-26T09:53:45","modified_gmt":"2023-01-26T15:53:45","slug":"special-promotions-when-your-motive-meets-your-mission","status":"publish","type":"post","link":"https:\/\/pmaworks.com\/observations\/special-promotions-when-your-motive-meets-your-mission\/","title":{"rendered":"Special Promotions: When Your Motive Meets Your Mission"},"content":{"rendered":"

When I was a boy and I would see scary things in the news, my mother would say to me, \u201cLook for the helpers. You will always find people who are helping.\u201d — \u201cMr. Rodgers\u201d (Fred Rodgers)<\/em><\/p>\n

Many offices (chiropractic, dental, etc.) hold special events, such as a \u201cKid\u2019s Day,\u201d a \u201cPatient Appreciation Day,\u201d an anniversary party, or in-office workshops. (We have links to examples below.)<\/p>\n

The objective is usually to generate new patients, increase goodwill, and motivate existing patients. Sometimes these events are productive\u2026 and, as you know, sometimes they aren\u2019t.<\/p>\n

To be effective, you have to offer something that the patient, or prospective patient, considers valuable. It could be a workshop on practical health tips or a discounted service for a patient\u2019s family member.<\/p>\n

This is obvious and I am sure this is what you aim for. But there is another ingredient that you may not have considered that will make your events even more effective.<\/p>\n

Link your promotions directly into your office mission.<\/strong><\/p>\n

Your mission is to help people. You may have it more fully defined in a \u201cmission statement,\u201d but it comes down to helping people achieve their health goals. Your mission is altruistic and socially responsible \u2013 you aren\u2019t selling oxycodone at the pharmacy, high fructose corn syrup drinks at the grocery, or glyphosate at the local Round-up store. You are the good guys.<\/p>\n

Your community will support you to the degree that they understand your pure altruistic motives. Why? Because the members of your community, by and large, are altruistic too. Your neighbors also<\/span>\u2026 want to help people.<\/p>\n

It is not a dog-eat dog world like social media or the \u201cnews\u201d wants us to believe. Money is made from controversy and opposing sides and so it appears like we are fighting our local townsfolk\u2026 or should be. But behind all wars there are vested interests. Fear and anger motivate people and help sell media, advertising, and weapons.<\/p>\n

But the truth is, the vast majority of us want the same things and we are not as divided as we have been manipulated to believe.<\/p>\n

The organic food business has been growing, as have companies that sell organic clothes. Pesticides, herbicides and other poisons are not only bad to eat, they are also not healthy for the workers that bring these products to us. People are realizing this. \u201cFair Trade\u201d coffee has become a major selling point. More companies are integrating social responsibility initiatives as part of their long-term strategies\u2026for good reason.<\/p>\n

In a study done in 2015, it was shown that consumers wanted to take personal responsibility for social and environmental issues and indicated that they looked to companies as partners<\/span> in pursuing improvement efforts.<\/p>\n

\u201cThe leading ways consumers want to get engaged with companies\u2019 CSR [Corporate Social Reasonability] efforts are actions tied directly to their wallets, with nine-in-10 just as likely to purchase (89 percent) as to boycott (90 percent) based on companies\u2019 responsible practices.<\/p>\n

\u201cIf given the opportunity:<\/p>\n