Think of it this way: If someone has excruciating head-aches impacting their lives, they will probably go to the chiropractor that focuses on the treatment of chronic severe headaches because they’ll instinctively feel that the chiro that focuses on chronic severe headache sufferers will provide them with the highest probability of treatment success. The fact is, when you market yourself as a jack of all trades chiropractor, you’re primarily only marketing to that seven per cent of the population that’s already willing to see a chiropractor. However, when you brand yourself as the clinic that treats “X” condition, you will begin to resonate with the 93 per cent of the population that would generally choose a health care option other than a chiropractor. If your clinic is known as the “headache clinic” – the go-to place for headache sufferers, you’ll be quite busy and in demand from that population. If your clinic is seen as the “non-surgical authority in chronic, severe headaches” (or whatever condition you focus on), your patients will be super compliant because they know you have a treatment protocol that works. Furthermore, because you’re now viewed as the “head-ache authority,” people will pay you a premium for your care. REAL RESULTS “EMBRACE TECHNOLOGY IF IT CAN PROVIDE BETTER AND FASTER RESULTS FOR YOUR PATIENTS” branding and marketing efforts. How many times have you seen chiropractic ads that jam-pack every inch of ad space with all the conditions that we treat? If you’ve used those ads, ask yourself how well it worked. It probably didn’t, right? Those types of ads actually repel those you’re trying to attract. www.canadianchiropractor.ca If you want to stand out, you must provide exceptional results. Enhance results by: 1. Being a great adjuster. 2. Utilize supplements. (To create greater exclusivity, find a private label/white label vitamin company that will put your clinic’s branding on the label.) 3. Is there treatment technology that you can add to your protocol? 4. Is there treatment protocol (e.g. trigenics) that you can learn that can enhance your treatment outcomes? Additionally, chiropractors make long treatment pro-grams and then tag a fee to it based on the length of treat-ments and don’t focus so much on the results. Doctors think that if the treatment plan goes on for several months, they can justify higher fees. Remember this… if you can achieve the same results for your patients within one month that your competitors are trying to sell for four months, eight months, 10 months or however much longer, your consults will pay you a much higher fee. They’ll gladly pay you a premium so that they can get right back to doing the things that they enjoy doing, because no one wants to spend excessive amounts of time to get better. Plus, if you can get your patients back to enjoying their lives quickly, they’ll be happy to refer you to their friends and family. Get recognized as the “go-to” chiropractor in your com-munity, and have a thriving clinic that everyone envies. December 2018 Canadian Chiropractor 15
Chiropractic + Naturopathic Doctor December 2018: Page 15
