A huge mistake most chiropractors make with their chiropractic marketing is the use of episodic or promotional marketing. Episodic chiropractic marketing is marketing that is done in spurts. It’s marketing that’s done every now and then, every once in a while, when the doctor feels like it or when it’s in the doctor’s budget, or when they come across a new chiropractic marketing or practice promotional opportunity. And then they do the marketing.
And the problem with episodic or promotional chiropractic marketing, marketing that’s done every now and then, that’s inconsistently done, is that it produces inconsistent results. It produces inconsistencies in cash flow, inconsistencies in new patient leads and new patients, inconsistencies in referral generation and it holds doctors back from ever achieving consistent practice growth.
Instead of episodic or promotional chiropractic marketing, the right way to grow your practice, grow it consistently and quickly, is to use a marketing SYSTEM, or always operating marketing. And a chiropractic marketing system is a system that works for you continually, that produces consistent results.
In other words, to simplify the explanation of an always operating marketing system for your practice, it’s a system that works for you 24/7. It doesn’t stop working for you. It’s a system that is working to generate new patient leads and new patients and referrals all of the time.
It’s not something that requires you to take action. It’s not something that requires your thought. It’s not something that requires a new meeting with the staff or your CA. It’s a system that continues to work for you, to consistently bring you new patient leads. So you need to take a step back and you need to ask yourself if you have an ‘always operating’ marketing system right now, or if you are doing episodic marketing.
There’s a number of tremendous benefits for you when you have a system in place that continues to get you new patient leads. When you have a system in place to acquire new patient leads, to bring new prospective patients into your office for a report of findings or whatever your conversion strategy is, the influx of new patients or new patient leads will be more consistent.
When you have a system, you’re consistently replenishing lost patients. Let’s face it. In any chiropractic practice, no matter how good you are at patient retention, at creating value and exceeding patient expectations and over delivering value, you’re going to lose patients. Some for financial reasons, others because they move, others because they don’t see the need.
You need a system in place to consistently replenish the lost patients. If you’re losing two or three new patients a month, you need a system in place to consistently replace those two or three, and add more if you’re ever going to experience growth within your practice.
Other additional benefits are that you get more predictable cash flow and continual practice growth. When you have a system that continually and consistently brings you new patient leads. When you have something that’s working for you all the time. When you know every day, seven days a week, 24/7, you’ve got a system or systems out there working for you, you’re going to experience continual growth.
Compare that to episodic chiropractic marketing or promotional marketing, and there is no continual growth. Maybe you’ll experience, in that case, new patients coming into your practice whenever you do marketing, but whenever you don’t do chiropractic marketing, you don’t experience that influx of new patients. And therefore, you don’t experience continual growth.
And when you do that, when you’re able to consistently replenish lost patients and introduce new patients into your practice on a weekly and monthly basis with a system, your cash flow becomes more predictable. You can feel comfortable knowing that you’re going to be introducing “x” number of new patients, and therefore “x” amount of dollars into your practice every week as you continue to use your marketing system.
The other thing that is so crucial is having a chiropractic marketing system that is leveraging the internet. Why? Because the fortune is in the follow-up.
When a chiropractor does a one-step marketing campaign, they are leaving a majority of new patients and cash flow on the table. The money is in the follow-up. In some cases it will take two, three, maybe even four or five steps. Now when you don’t have a system in place to do that, you’re leaving a tremendous amount of money on the table.