COVER STORY MARKETING SUCCESS BE BOLD 3 simple ways to get your clinic to stand out and thrive A EXCLUSIVITY BY RICHARD AVERY s a semester ends, new chiropractic grads may open up shop in your neighbour-hood, effectively trying to grab at the same pool of patients that you are. Get-ting new patients through your door could become more difficult. But you never have to worry about your competition, the fees you charge, or having consults opt-out of your care to go to the cheaper chiropractor down the road. You can have a thriving clinic regardless of the number of chiros, physios, acupuncturists, etc., in your community. In general, people see chiropractors as clones of one another – we do the same thing. As such, your clinic is seen as a “commodity” and your consults’ decision to undergo your care is based on your fees and not on the value of your care. This being the case (if all chiropractors are seen as the same), your consults will go to the chiro who is more af-fordable. When this happens, your natural reaction is to lower your fees, but the problem is, there’s only one win-ner in the race to the bottom – everyone else loses. To shield yourself from this problem, here are three essential components to get your clinic to stand apart from the competition and thrive. Some chiropractors are adding advanced treatment modalities into their offices to enhance treatment outcomes. If you’re a follower of mine, then you’ve often heard me say: “If you have the choice of being better or being different, always choose to be different – because being different is better than being better.” The fact is, “different” stands out and gets noticed. To be different, you create exclusivity with your clinic. Offer something that other clinics can’t (or won’t) offer. This way your consults can’t just go to a less expensive DR. RICHARD AVERY is the host of the Crush’n It Chiropractic Podcast and is known as the chiropractic niche coach. He specializes in getting his clients to stand out from the crowd and creating highly profitable niche chiropractic clinics. ChiropracticNicheCoach.com 14 Canadian Chiropractor December 2018 chiropractor to get what you offer, because you’re the only one that offers it. Some chiropractors are adding advanced treatment mo-dalities into their offices, not to just create exclusivity, but to enhance treatment outcomes. However, most chiropractors are apprehensive about investing money into their office or they strictly just want to stick to the traditional chiropractic ways. Use this to your advantage. While others are apprehensive to make change, invest in your clinic and you’ll skyrocket above your competition. We live in a technology-based world where more and more people rely on it, appreciate it and expect it in nearly every facet of our lives. Healthcare is no different. Embrace tech-nology if it can provide better and faster results for your patients. FOCUS I’ve always said that chiropractors are often seen as a jack of all trades. However, we bring this on ourselves with our www.canadianchiropractor.ca
Chiropractic + Naturopathic Doctor December 2018: Page 14
