You're a wounded soldier in unbearable pain in Iraq, so the medics give you a shot of morphine. When your pain returns, they give you someone else shot. Morphine erases pain. So, as long as the medics don't run out of morphine, that's the end of your problem, right?
Not quite. You're still wounded, remember? The morphine is merely masking your symptoms. What you literally need is life-saving surgical operation and a time of rehabilitation.
How To Kill Gnats
So what should I pull out of bag right now, Soldier? My magical tools, the clarification to your problem? Or morphine, that tasty diminutive drug that takes away the pain while you bleed and die?
What's that you say? A pill that will make the pain go away and heal the wound, like you were never wounded at all? Sorry, that pill doesn't exist. What's your second choice?
Pain is your body's warning to your conscious mind. Hey, Genius we have a problem that requires your immediate attention. Firm pain works the same way. Every Chiropereneur in New outpatient yield pain needs to understand the following:
1. Your Firm is telling you it has a problem that requires your immediate attention. If you do not have enough New Patients who are attracted to your office, immediate attention is required.
2. "Slow new outpatient flow" or a "downward new outpatient yield trend" is not the problem, but merely a symptom of it.
3. At best, every fast-acting marketing gimmick is a painkiller exactly like morphine. Screening, coupons, Fsi (Free Standing Insert)...short-term, "morphine" solutions to a Firm with a much bigger problem.
4. Morphine swiftly becomes addictive, and if you use it too long, it will kill you.
5. No one looks send to the surgeon's knife, even when it's what he or she desperately needs. It's human nature, we want the quick-fix, cheapest solution, Ez and painless.
6. Because of their woefully incomplete training, most Chiropreneurs are not equipped to perform life-saving surgery, but are outfitted merely as medics to promote their own possession brand of morphine, either it is radio, Tv inserts or ads in the local paper. Most "advertising" experts, have a short-term clarification for a long-term problem. The reply is not a Fsi in the paper each week; or dozens of ads on radio or cable each week. The reply is the value of the brand, not the hype of the promotions.
7. Recovery from life-saving surgical operation is painful, slow, and not the least bit fun. Remodeling, relocation, expansion, upgrading the space, getting best talent, doing more training, best systems...painful, slow and not fun. But, foundational, if you want to get off of the addiction of hunting for New Patients each month.
8. Playing with morphine, cocaine, heroin, and other painkillers is hysterical fun! But, the end result is Sad. Failure, bankruptcy, at best just surviing. You don't create wealth, true wealth with painkiller based marketing.
Are you starting to understand why Chiropreneurs are drawn to fast-acting marketing gimmicks whenever they realize they're in financial pain? making morphine is easy, but using it is dangerous, and often deadly.
So, here's the point. Successful marketing is based on creating a brand, one that will become the first and prominent brand of chiropractic when anything needs or wants chiropractic care in your marketplace. Construction a brand is much different, than promotional-based marketing.
Promotional-based marketing is the quick-fix, morphine, while brand-building is long-lasting and sustainable. The world's prominent investor, Warren Buffet, buys "brands," not stock.
Promotional-based marketing can unravel the fabric of a strong, respected brand. You have seen this with a estimate of products or services over the past 100 years.
Now, don't misunderstand me, Promotional-based marketing will create New Patients, i.e., doing a screening of 100 people, get 30 appointments, and then 5 remain patient's for life.
The other strategy, brand-based marketing, attracts the Five in the first place, and you have less work to do.
Promotional-based marketing can reduction the value of what you do, as mostly the tool most often used in promotional-based marketing is Free. When you offer something free it discounts the value of the free item and can tarnish the rest of the brand. It must be thought about executed, not just for the shake of getting a spine to walk in the front door. Example, if you offered a free Bic pen to anything who made an appointment to come in for an examination, you would attract only so many citizen and from those, very few would be good potential patients; or you could offer a Mont Blanc pen to those who qualified, and your brand would be enhanced, not diluted. Get the difference?
When you get "hooked" on promotional-based marketing, you become addicted to quick and fast, and putting "lifetime care" marketing on the shelf to accumulate dust. When you are addicted to promotional-based marketing, you at last tell the marketplace to wait until the next promotion, in other words, after a while, they know you will be doing someone else promotion.
Think about it. Historically, Nordstrom only had four promotions per year. If you lived near a Nordstrom, you knew when and what the promotion would be. On the other hand, Macy's or other original department stores would often have a promotion each Week.
So, if you shopped Macy's you would wait until the weekend to get the "deal." If you adored Nordstrom, and many do, you would not wait for the promotion until it was arrival up real soon. You would shop when you needed an item.
Remember, the definition of marketing from my perspective: Marketing is all things that you do that can be seen, heard or smelled by your patients or the citizen in your marketplace.
When you focus on promotional-based solutions for New outpatient Production, you mortgage your future security, because you focus on one element of marketing, not the entire equation.
And, don't forget, all marketplaces have a limit....it could be the citizen of your marketplace, not the city, county, but the marketplace that you serve, which is optimized within a 15-drive time radius from your office, but, there is a limit, which is about 40% of the total marketplace, which is often around 20% of the citizen in the marketplace, so in a area of 10,000, around 2,000 are getting chiropractic care, and in order to be the brand of choice or to be in the position of totally dominating your marketplace, you need about 800 of those citizen arrival in to your office.
In other words, the foundational problem with promotional-based marketing is that you Must keep upping the ante to attract people, since after a while they will have seen it all!
Which brand of chiropractic in your marketplace will most citizen realize as the one with the best potential of care? The one contribution Free services or the one with a value attached to the services?
If a highly-educated someone looks underneath the hood before buying a car that was offered at an exceptional price, do you literally believe that other consumers don't understand that Free is just a gimmick to get me to do something I may not have an interest?
Too good of deal, ordinarily is. We all know it. Including your patients and your Prospex for care.
How many New Patients do you want...100, 200, 300....well...
... You could just offer a "free" 0 bill to anything who came in for a allinclusive exam and then your doors would be flooded with "new patients." Of procedure this would be illegal in most states, but you get the idea.
So, 100 at 0, would be ,000. Now, if your case average is a "whopping" ,000, and that's the WellnessOne Model [Pva of 40], then you would need 10 New Patients from each of the 100 to Break Even. anything above 10, and you have incremental profits closer to 70%, or about ,400 per Np above 10, from the 100 who came in for the 0 bill. So, five real new patients, would give you an extra ,000 bottom-line profit over and above your costs. Or 70% Roi on your original ,000 in hundred dollar bills....70% Roi on ,000 each month...not bad for giving away money!
On the other hand, if we took the same ,000 and invested into brand-building to create a lifetime patient, who could come in ordinarily and become a zealot for your brand of chiropractic, how would you spend the money to attract 15 New Patients, who would create profit after 10, and then generates thousands over the lifetime of their agenda of care? Differently? Yes or Yes?
Assuming the same results from both strategies, which would build your brand the most effectively over the next five years?
1. Giving away 0 bills to get citizen to come into the office.
2. Conduct brand Construction marketing that attracts and retains a outpatient for years.
Promotional-based marketing is Only one component of a good marketing plan. It should be used thought about in order not to impact the perception of the potential of care that can be foreseen, from your brand of chiropractic. The word Free is not the best connection for health care quality. Or, I can literally say that I would not be attracted to a surgeon for a life-saving procedures if he offered a free consultation and x-rays. And, yes, I believe chiropractic care is just as life-saving as a surgeon!
Your marketing programs should e designed to build your brand of chiropractic. You can merge promotional elements, but, first and prominent your brand needs to be the brand of choice, to own the mindset of the citizen in your marketplace when they think of chiropractic, even if they can't afford you. Everyone wants a Rolls Royce, Bmw, Mbz, but, can't. That doesn't mean they don't want the best. When they can afford it, they will.
Promotional-based marketing is Screenings. They work. They work best when you result the an sufficient and impactful protocol, scripting and image guidelines. Do two or more per month, and in about year, you will have exhausted screenings, more or less. What then? By the way, remember, a key component with screenings is to attach it to someone else organization or charity, so that it is not You that is doing something discounted, but, a extra offer from Xyz.
Lectures can be a form of promotional-based marketing. They work. They work best when you result the the right protocols, scripting and image guidelines. Do two or more per month, and in about year, you will have exhausted lectures, more or less. When then?
Fsi, free standing inserts, can be a promotional-based marketing forum. They work. They work best when you execute with your brand image in mind. And, they work best when they are Part of a marketing brand-building strategy, not a particular activity, but, a part of any activities. But, after weeks and weeks of Fsi in the local paper, you have reach Everyone more than once. Now what?
Here's someone else reality: Do Screenings, Lectures and Fsi and your results will multiply! It is the mixture of marketing that makes it come together and give you the results you are seeking. You cannot, nor should you put all your eggs in one basket. Drop the basket and the eggs will break. Manifold streams of marketing and brand Construction is the inexpressive to unlimited New outpatient Production.
I could go on, but, you should be getting the idea by know....what next for your Brand!
How is it perceived in the marketplace? How is it perceived compared to all those "gnats" in the marketplace, your competing colleagues? How is it perceived, compared to other health care providers in the marketplace Including the local hospitals?
In other words, you must have a coordinated approach to marketing, a diminutive "dab" of promotion, and a heavy dose of brand-building.
New outpatient yield is part of the million dollar office equation....I want each of you to average 40 Np Monthly...more is better, but 40 is the benchmark.
But, you must remember, brand-building is about "marketing," and marketing is about all the things that you do that can be seen, heard or smelled by your patients or the citizen in your community.
Don't think for one occasion that you can rely on Promotional-Based Marketing to fix your problem. Np yield is not the problem...it is your brand that is the problem. In other words, you have allowed your "brand" to lie dormant and you have not over the past dozen years or so, incorporated the elements of brand-building into your marketing, and now you are paying the price. It is not too late to exact and fix your brand of chiropractic.
Branding is life-saving surgery. It is painful. It takes time. But you will end up with a solid Firm that will have more value when you are ready to retire.
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