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Here it is your weekly
Chiropractic Marketing Newsletter (week 20)
-Revealing all of the “SECRETS” free of charge
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| Editorial
First I want to let everyone know that the CD of the conference call with Roger Hall is being mailed today. If you don’t receive it in a week let me know. Remember the only people who will receive the CD are those who have signed up to receive them. If you haven’t signed up yet, you can do so by clicking here.
This will be the third CD so if you are new and need the previous 2 let me know by e-mail drvernonchiro@aol.com and I will send them out with the new CD.
 “Two things are infinite: the universe and human stupidity; and I’m not sure about the universe.”
Albert Einstein
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 HANDLE WITH CARE
As I’m sure most of you know by now I love creative advertising and now that my 12 year old daughter has gotten me into YouTube. I search for creativity in advertising from around the globe, you never know what could be applied to chiropractic. In this particular case I didn’t see a fit for chiropractic, however I thought you would all enjoy it anyway. You should develop a hunger for good advertising, steal it and distribute it.
Anyway here are my thoughts. When it comes to personal products, we’re receptive to ads explicitly depicting how something works on our face. Take disposable razors: We don’t mind seeing slow motion, cross-section animation of the hair as it’s “gently” lifted and cut. Ditto for the makers of acne medications that graphically demonstrate how their “advanced formula” attacks oily residue beneath the skin.
Ah, but start to move south of the face, and we start to get squeamish. Suddenly marketing requires a certain … vagueness. Consider the common-though, if you think about it, bizarre-use of blue liquid to demonstrate the absorption capabilities of feminine hygiene products. Then there’s toilet paper. Someone from another planet might think these ads are selling something soft to rub against the face instead of your butt.
Things get even touchier when marketing contraceptives. An accurate depiction of their use faces any number of broadcast and social taboos. So what is a condom maker to do? Well in an ad from Durex they have managed to show precisely why you need its product in a humorous and inoffensive way. “Not once did it have to show sex-or say a single word.” It communicates a tricky message in a memorable way, without stating it explicitly. And that is Marketing Inspiration. Think about getting inspired and what you can come up with and e-mail me with your ideas anytime. YouTube link: here.
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 “Gratitude is not only the greatest of virtues, but the parent of all others.”
Cicero (106-43 B.C.)Pretty smart guys, those Greeks. And Cicero’s statement is just one example.According to an article in Psychology Today, gratitude is a sentiment we’d all do well to cultivate. “Feeling thankful and expressing that thanks makes you happier and heartier–not hokier.”
But more than that, when gratitude is expressed to others, many benefits occur. A simple “thank you” goes a long way in improving the morale and ultimate performance of others. Of course, it has to be genuine. Counterfeit praise is easily seen through and can do more harm than good.
According to Tom Rath, co-author of How Full Is Your Bucket, “Gallup polling has revealed that 99 out of 100 people say they want a more positive environment at work, and 9 out of 10 say they’re more productive when they’re around positive people.”
He points to research that shows when a work team has more than three positive interactions with managers for every one negative interaction, it is significantly more likely to be productive. The point is not to keep managers from correcting or reprimanding, but just to express more praise.
To improve your gratitude attitude, consider the following actions:
1. In your personal life, you can list the kindnesses of someone you’ve never fully thanked. According to Lauren Aaronson in Psychology Today, if you read this letter aloud to the person you’re thanking, you’ll see measurable improvements in your mood. She refers to studies show that for a month after a “gratitude visit” (in which a person makes an appointment to read the letter to the recipient); happiness levels tend to go up. In fact, according to her references, the gratitude visit is more effective than any other exercise in positive psychology.
2. In your practice life, list the positive contributions of each team member. Once each day, take just a moment to recognize your team member’s action and express it to them. Your communication does not have to be lavish, just a short 3 second notice of something good followed by a “thanks for the report, Dr. Smith” is all it takes.
One chiropractor I worked with years ago seemed to always be in a bad mood. He was quiet and basically ignored his staff. His opinion was that he paid them to work, they should work hard, and that was it. But, his office wasn’t doing well so he called me in. I made several visits to his office, each time simply improving the communications between him and his team. I coached him on listening to each staff member and to simply acknowledge them for their contributions.
A few month’s later, we saw his practice grow. I remember this because he was always complaining to me that I was not doing anything for his office! (Sheesh!) His constant complaining and lack of appreciation was the real problem yet he just didn’t see it.
This concept is not new, of course, but it is worth remembering now and then. More studies that validate the practical aspects of this as a management tool are covered in the above referenced book. But beyond management, like Cicero says, it is just an all round good virtue to cultivate.
Remember this with your patients as well as with staff. You would be amazed at how many doctors fail to say thank you to a patient for a referral. Remember to thank patients for even attempting to refer a patient. Why thank them for even an attempt? Well Dan Kennedy says it best, he says that patients who refer or attempt to refer are very brave people because in all likelihood they are going to get beat up, no not physically, but there is a good chance that they will suffer some verbal abuse when they mention the word chiropractor. He likens it to asking the patient to tell their friends about Amway, and we all know what it’s like to be approached by MLM people. So take the time to thank your patients who are trying to help you, let them know that you appreciate them.
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 GIFTS FOR YOUR “A” LIST PATIENTS
Every one of you should have your patient list divided into A,B,C, I will go into the details of this at another time, however let’s talk about the “A” list patient. This is a patient who you want in your practice. You want the patient because they are either compliant with your recommended treatment plan, they have good benefits which, cover their care, they prefer paying for pre-pay care or for a number of other reasons you have decided that this patient is someone you want to nurture and attempt to teach them “the big idea”, someone you want to stay in the practice. You know who I’m talking about.
Well people like to know that they are appreciated and these are people who you defiantly want to send a special message to during the holiday season, not just a “stankin” old holiday car, do something special for them, spend a few bucks. It doesn’t have to be elaborate, just the mere fact that their doctor sent them something is enough.
Here is a bargain way to send gifts to your “A” list patients. First of all go to any dollar store, and pick up a tin of Christmas cookies, (however many you need) while you’re there shop around there are tons of products that are packaged to look like very expensive items, especially in the beauty aids department. They usually have lotions and creams, (stay away from shampoos and soaps or bubble baths as patients might take this as you are hinting that they have an odor)there are all kinds of little electronic gadgets like keychain LED flashlights, as well as books. You get the idea.
Now the important part, write a letter to the patient, and NOT DEAR PATIENT, personalize it, and thank them for the confidence they have shown to you over the years and let them know that you really appreciate them. If your state has a lottery purchase some of the instant tickets for $1.00 or $2.00 and tell them in the letter that you are sending them a lottery ticket because it’s your way of sending them a million thanks.
Now the most important part. Go to the Post Office at get small priority mail boxes, they’re free and package all of your little goodies and the lottery ticket in the box with the letter, it is imperative you use an OFFICIAL PRIORITY MAIL box, this will allow your gift to have impact.
The cost of all of this? About $12-$15 a patient, that includes the $8.95 flat fee that the Post Office charges to mail the box. Most practices don’t have more them 50-60 “A” list patients, in fact most don’t have more then 15, but that’s another story. The total cost of this project even with 40 patients is less then $500 and is well worth the effort. It should return a 5:1 ratio.
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 Creative Marketing with Postcards
Marketing expert Larry Baltz runs a company called More Sales; he believes that the best value in direct mail marketing are postcards.
Yes, you’re right, there’s nothing new or creative about a postcard. But how about being unique in the way you use them? Most chiropractic offices don’t use postcards as a marketing tool and those that do, use them infrequently and haphazardly, with no strategy involved.
However, postcards are so cost-effective they can be a high-frequency weapon. And because they are 6 times more likely to be read that a direct mail letter, they are also a high-impact weapon. A high-frequency and high-impact weapon is one that will be extremely effective in the marketplace.
Best of all, postcards have a high recall by recipients for two reasons:
- The use of color or a picture provides a visual that is easily remembered
- Postcards are intimate by nature and are much more personal
The real power of a postcard though is repeatability. One side of the card is your “billboard”. Adding an interesting photo and some color with the headline is also important.
The other side can contain a message specific to an individual mailing, such as we miss you, where have you been? Or an offer such as a free thermal scan or x-ray for returning patients. And you can also add a handwritten message, signature, and address to personalize your mailing. And every time you mail a postcard, your prospect sees your value statement.
A scheduled campaign is the next step. Mail one card a month for six months. Postcards work well in tandem with other marketing weapons like e-mails, telephone calls. Establish a frequency that fits your practice and your offer and stick with it. You’ll be top-of-mind in your patient’s eyes for very little money.
This is the reason that I personally use the 3 STOOGES postcards; they have been more effective (50% better) in patient reactivation then any other card I have ever used. You can get them at www.imagearchives.com . |
| THE PERSONALITY OF PROCRASTINATION“I STOOD HERE WAITING FOR YOU TO FAIL, INSTEAD OF DOING WHAT I NEEDED TO SUCCEED.” As you are all aware my personal coaching program closed last week. The thing that struck me was how many people attempted to sign up AFTER I announced that there was no more room, it’s almost like they thought I was lying to them when I said there was a limit. I indicated that I’m not a 2000 chiropractors in the room kind of guy, just a few doctors getting very specialized one on one attention, but that’s not my point. The point is that why did these doctors wait until the last minute to attempt to register, when they had 3 weeks? The answer lies in their personality, it’s a personality that I see over and over again in practices that are struggling, and it’s the personality of procrastination.
Have you ever slacked off, cut corners, made a half- hearted attempt or just didn’t try at all, hoping instead that things would just roll your way?
We all have the tendency to slow down once in a while; rest and relaxation can be a good thing. But we are also prone to hesitating, procrastinating and down right avoiding effort, all on a regular basis. So, why do we do that?
There can be a number of reasons why we don’t do what is necessary to succeed. Perhaps it’s an attention deficit disorder, a physical limitation or a psychological obstacle, the truth is it’s probably something more basic. That is - we trust more in the hope that things will just “happen,” rather than participating in our own success.
Countless opportunities are missed because we’re waiting on something. Waiting for that winning lottery number or for the other chiropractor down the block to fail and thinking that then I’ll be busy. In the process we approach things half-heartedly, or not at all, and then fail to gain the growth, awareness and enlightenment that new experiences bring.
Why not commit yourself to taking action instead of waiting to see what opportunity you’ve missed?
Despite their fear, doubt and uncertainty, true leaders, innovators and trail blazers take action. They don’t wait for things to happen, or to see what others are doing. They are “on-the-ball” and focus on their goals and objectives, while doing those things necessary to achieve them.
When you’re building a practice, hesitation, procrastination and avoidance are not your friends. Focus, effort and action are your true allies.
Today, look at where you’re procrastinating. What action can you take? And when the opportunity comes around again in a few months to join me, don’t procrastinate.
When you take action and make a real effort, you’ll be more satisfied, learn some lessons and improve your chances of success. If you wait around, you’re likely to be tackled, run over or left in the dust. You don’t want that to happen.
If you want better results in reaching your goals and objectives, don’t be caught with missed opportunity on your hands. Enjoy the experience of participating in your own success by taking action. Don’t wait for it to happen. Make it happen!
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COACHING
I will be starting a new coaching class in January. The cost is $100 a month, no gimmicks, no selling you crap you don’t need, no giving you all of the “BONUS BS”. YOU KNOW THE $20 WORTH OF CRAP VALUED AT $5000. You will get 10-100 times more then your investment. If you want to becoached, but REALLY and TRULY cannot afford the $100 a month then tell me and you can owe it to me after you make the money.
But do it today. Only 7, 4, 1“0″ slots left. Somebody better grab it now, because as my schedule gets full, I will be taking this down. Click here to secure your slot in my schedule now
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 CAN A POSTER INCREASE YOUR PRACTICE? YOU BET IT CAN!
let me assure you from my own use and the over 50 72 members who have ordered these and are using them. The Rascals poster is the best tool I have ever used to get parents to talk about the benefits of chiropractic for their children, and they are so inexpensive, one visit pays for all three. Dam, if you don’t like them after trying them for a while giv’em to the kids. This is one of the best under $100 you could make. 
I have arranged for you to examine these at no charge,
send no money simply click hereand leave your name and mailing address and it will be shipped out immediately. PLEASE SPECIFY IN THE SUBJECT LINE, HEADACE, PAINLESS OR RASCALS You will be billed $35 (EACH) + $2.75 S&H. Get all 3 for $90 with free shipping. I assured them that all of my members are honest and will pay.
PS I NEED SOME FEEDBACK FROM THOSE OF YOU WHO HAVE RECEIVED THE POSTER, LET ME KNOW WHAT YOU THINK. DRVERNONCHIRO@AOL.COM
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UPDATED INFO:
 I have spoken to my friend Ted Koren, DC, he has agreed to do a conference call in January, I’ll let you know the date
Okay gang, until next week, Have a great week.
Lenny
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This entry was posted on Wednesday, December 5th, 2007 at 1:46 pm and is filed under Weekly Newsletter Archive. You can follow any responses to this entry through the RSS 2.0 feed. Comments and pings are closed.
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