Creating a Stir How word of mouth is the only advertising you need Dr. Anthony Lombardi is a private consultant to athletes in the NFL, CFL and NHL, and founder of Ham-ilton Back Clinic, a multidisciplinary clinic. He teaches his fundamental EXSTORE Assessment System and practice building workshops to vari-ous health professionals. For more information, visit www.hamilton-backclinic.com. A Anthony J. Lombardi, DC s health professionals, we are eager to provide the best care possible for our pa-tients. As businesses, we need to find ways to let patients know we exist. The majority of patients visit a chiropractor when they need treatment from pain. This could stem from a motor vehicle accident, a workplace injury, day-to-day strains, sports-related injuries or chronic pain. When people are looking for a health service, typically they will ask a family member or a friend. Why is this so crucial to our industry? Our in-dustry is based on service. If we provide a quality, effective service, and get positive results, people will tell others about it. That is the highest level of promotion we can ask for. Recently I had the pleasure of speaking with New York Times bestselling author Andy Sernovitz, who wrote Word of Mouth Marketing: How Smart Companies Get People Talk-ing. If you’ve ever wondered how some chiropractors become huge successes without a penny of promotion, or why some multimillion-dollar advertising campaigns fail to get noticed, this book may provide that “aha! moment” that you’ve been looking for. When we spoke, Andy walked me through exactly how companies and causes of all sizes create passionate, loyal fans who, essentially, do their marketing for them. www.canadianchiropractor.ca 38 • CANADIAN CHIROPRACTOR | OCTOBER 2012
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