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Here it is your weekly
Chiropractic Marketing Newsletter (week 
-Revealing all of the “SECRETS” free of charge
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PLEASE SPREAD THE WORD ABOUT THIS SERVICE, WE ARE DEPENDING ON BUZZ MARKETING
GREAT NEWS!!!!!!! My new website WWW.FreeDCHelp.COM is up and running. This site’s purpose is to provide a repository of materials that will be helpful to those in the profession. On this site will be posted archived articles as well as sample reports, letters and marketing materials — FREE. I also hope that as much assistance that this site may be able to provide to you, that you will see the need to pass along this “Secret” to others.Please do not hesitate to contact me, drvernonchiro@aol.com, if you feel that you may have information, resources or web content that could provide additional assistance to those in the profession. Please feel free to write me with comments or criticisms.
Remember: To get the most out of this newsletter, I suggest that you print it out and read it-don’t skim it-Refer back to it when implementing your marketing plan
(If you read the whole newsletter there is a special free bonus at the end-You could cheat and go directly to it, but you would know you cheated-NEVER CHEAT!
Additional Info: One of my goals has been to have members of the chiropractic community share their information. What is working for them and what is not in their marketing efforts? What information one DC may have that another colleague might benefit from, well this week we have some tax information from Dr. G. V. Humphrey in Winter Haven Florida. I think some of you may find this information extremely informative. Thanks Dr. G. Click here to read it
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Test, Test And Test Some More!
I have received a number of e-mails from subscribers who tell me that they are trying the “stuff” and it’s not working. Then I ask them how many different versions of the ad did they run? How many times did they run it? Did each ad have a different 800 number? Did you try tweaking it, change the headline before you ran it again? Last week I told you that the big joke among the chiropractic marketing gurus is that some of their kits never get opened, and among the ones that do most docs never get past the first CD. What does this tell you? It tells me that there are a bunch of whining chiropractors who want everything done for them, they can be handed the key to the treasure chest but are to lazy to put it in the lock and turn it. Everything you need to get off your ass and get started has been provided to you over the last 7 weeks, yet, only a handful of you have implemented the ideas. Of the over 500 subscribers to this newsletter I am willing to bet that less then 50 have done what I said, while the others have placed 1 or 2 ads and said, this stuff doesn’t work. Well I can tell you that IT DOES WORK. The fact that you are reading this newsletter and subscribed in the first place proves that the system works. But it is a constant game of testing. When I sent my first e-mail blast in an effort to obtain subscribers I sent 3 different versions of the e-mail to three different lists of 500 chiropractors. I then saw which e-mailed pulled the best, then, I sent the e-mail to over 20,000 chiropractors, receiving about a 2% response rate which is a little better then average in e-mail marketing. The idea is that you cannot be lazy, you must work at this, nothing in life is given to you, but this is the closest thing. Now all you have to do is put the key in and turn the lock. After 7 weeks if you have been doing the program as outlined you would have had at least 3 new patients and the lifetime value of these patients is somewhere between $2,000 and $10,000 each. So PLEAZZZZZZZZZZ start using the program, test the ads, make up your own, play with them, you will eventually find the formula that is right for your community. Remember we are not expecting 30 people to flood the office after an ad is run. We do expect 3-10 phone calls. (depending on the circulation of the paper) We then would expect a conversion of at least 1 of these people. Hopefully you will even do better than this. YOU SHOULD! If you are TESTING!Real marking is not a game of “hit and miss”. Instead it’s systematic, scientific, and designed to make you as much profit as possible.
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More PracticeBuilding By The Numbers- The 60-25-10 Rule
Yesterday I was looking through my library of marketing materials, and came across a marketing course titled “Maximum Profit Direct Marketing.” I had some free time, (a very rare occurrence) and I decided to go through the course one more time giving me the opportunity to refresh on some basic marketing concepts, as well as less known strategies and techniques. One that struck me and that I think is extremely valuable to you in growing your practice is the 60-25-15 Rule.
The rule is about how to invest your money, time, and effort in marketing and growing a business, or in this case, your practice.
Let me explain. Most doctors are usually looking for ways to get new patients. And that is where most of their resources are invested. But according to the 60-25-15 Rule, this is counterproductive.
In essence, here is the 60-25-15 Rule:
60% of your marketing efforts should go towards retaining current patients, 25% should go towards getting new patients, and 15% should be invested in getting back “dead” patients. Now, let’s go over each portion in detail.
60% - This is the percentage of all your practice-building activities and resources that you need to devote to retaining your current patients. Think about it, it is MUCH easier to keep a current patient than it is to go out and prospect for a new one. There are several reasons for this.
1) We are creatures of habit. It is easier to do what we are doing than it is to do something different. The same is true of your patients. If they are already coming to you, then it is easier and more PREDICTABLE for them to keep on coming to you than it is for them to do something different.
2) You already have an established relationship. One of the biggest barriers in getting new patients is that prospective patients don’t have a relationship with you, and don’t know you from Adam. It takes a long time to build a relationship with a patient, so instead of throwing it away and trying to start all over with a new patient, you should focus on strengthening this relationship.
3) Lack of marketing costs. You’ve already paid the initial investment in getting the new patients. So now it costs you a lot less to keep marketing to your current patients than it is to start all over and market to new patients.
Also included in this 60% are getting referrals from your current patients. You should focus a tremendous amount of your efforts on getting referrals. It isn’t enough that you deliver a high quality service, and wait for your patients to refer their friends and families to you. We discussed referrals in detail a few weeks ago.
In the meantime, keep in mind that 80% of all your referrals will come from 20% of your patients. So make sure you go out of the way to cultivate relationships with those patients who refer the most patients to you.
25% - This is the percentage of your resources that you should invest in getting new patients. This includes advertising, screenings, giving talks, etc. The problem here is that most chiropractors do the opposite, and instead devote 60% of their resources to getting new patients. However, if you market properly to your current patients, this 25% will be sufficient to help you offset patients that atrophy away, and to keep your practice to a level at which you are serving your ideal number of patients and making the income you desire.
15% - Lastly, this is the percentage of your resources that you should dedicate to “reviving dead patients.” Why did your patients leave you? Did they feel that they no longer need your services? Or did you screw up somewhere, and they felt they weren’t being treated right? You need to find out the reason, correct the situation, if possible, and continue to market to them. Normally sending them a your newsletter monthly or bi-monthly basis works pretty good in keeping you in front of their mind, remember we discussed “top of consciousness”? And when the time is right, some will eventually come back to you. We talked about getting the attention of the old patient and the use of high powered, attention grabbing postcards.
THESE ARE A MUST; OTHERWISE YOU ARE JUST ANOTHER PIECE OF JUNK MAIL.Click here for the best reactivation postcard on the market
I have also arranged with Image archives to send a sample package of all of there patient reactivation cards to all of my subscribers. If you have signed up for the Free CD you are on the list, if you haven’t sign up yet you can do so by clicking here, and the sample package will be sent this week.
As a final word, the 60-25-15 Rule is normally effective for practices that have been around for at least two years. Prior to that, a much larger percentage of your marketing efforts will go towards getting new patients. And if you are a new practice, then virtually all your effort will go towards getting new patients.
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Procrastination, The Cause Of Death For Any Practice.
There are many reasons for procrastination. The most salient is the illusion that the task is simplistic enough that there is no rush to start now since you have so much time left to complete it. You have probably heard in the past to “just do it”. So if overcoming procrastination is that easy, there must be something wrong with you for being unable to control yourself. Yet there is much more to the problem than an arrogant irritation with your inability to control yourself. The truth is that you need help in controlling procrastination before it affects your “bottom line”.
There are 3 basic steps that will help you overcome the self-doubt and discomfort inherent in procrastination. These steps, if utilized, will help you get on the road to getting things done and doing them now.
These steps are 1) plan 2) learn 3) observe 4) and engage.
PLAN: One of the most common ways you block your own success is failing to even start a project. You have likely heard in the past that “inch by inch anything’s a cinch”. But the hardest inch is the first one. You can make that first step easier if you sit down and create a game plan such as a marketing calendar. This will give you a guide in knowing what projects need to be completed.
LEARN: Secondly write down what you will have to learn in order to complete the project. An example is reading and re-reading these newsletters, and then coming up with a plan. In many ways we feel paralyzed and procrastinate because we don’t know ahead of time how to do the job. This is a side benefit of planning early. If you wait to start any part of your project until the day that it is due, like the deadline day for your advertisement to appear in the paper, you will not be able to let your mind automatically solve problems for you and give the project the attention it deserves.
OBSERVE: The first two techniques of observation and planning are great for working on projects like a new marketing technique. But what about the procrastination problems that keep you from arriving on time to the office to see patients and cause you to avoid balancing your checkbook? (I’m guilty here) These are the behavioral problems that probably upset you the most. Get a sheet of paper and list the emotional benefits you receive from procrastinating. Seem silly? It shouldn’t. There are definite reasons why you don’t get things done. You aren’t fatally lazy. Procrastination allows you to avoid getting rejected. If you have no patients on your schedule or you are afraid that the new patient who is scheduled isn’t going to show up this may cause anxiety, so you avoid the situation by arriving late in hopes that the patient is there and you don’t have to sit around waiting and wondering is the new patient going to show up.
So try to force yourself to get to the office early, so you will be there when all of those patients arrive. Some positive thinking please.
ENGAGE: The last step in overcoming procrastination is to engage yourself in your goal. The most productive of achievers work a little each day on important projects even if it is just opening the folder reviewing what they have done so far. If you mentally engage yourself in doing something with a high degree of frequency, there is absolutely no way you will be able to put it off for long. Procrastination is one of our worst problems. It seems to be a prescription for failure in nearly every chiropractic practice. All of the successful chiropractors I work with have overcome this problem and it has greatly enhanced their practice. This week, write down at least 2 projects you would like to accomplish that you have been procrastinating. Examples, look over previous ads, re-read old copies of this news letter at
www.freedchelp.com, investigate the circulation of newspapers in your area, re-write ad copy, re-write or write your own report to send to patient, MAKE UP A MARKETING CALENDAR FOR THE NEXT 3 MONTHS.
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It’s All About The Headline
No Matter what you are writing, the headline is the most important thing. So, what makes a great headline? The job of the headline in any ad, poster flyer article or anything else is to get the reader’s attention. The headline should be so compelling, so inviting that it makes the reader say to themselves “I want to know more.”
When I write headlines for an ad or article I find a quiet spot and take out a legal pad and start writing possible headlines. I don’t write or experiment with one or two. I don’t stop until I have at least twenty or so. Don’t write headlines that just talk about features or give information about what you’re selling or promoting, make sure you talk about benefits. Don’t say “we specialize in whiplash” say “Announcing, A Powerful New Treatment for Neck Pain ” When writing copy for an advertisement of any kind, the key to creating great headlines is stressing the benefits of what someone will get as a result of using your product or services. People don’t buy products or services. They buy the benefits of the products or services you offer. Use power words like–you, how to, save, proven formula, announcing, just arrived, Introducing, remarkable, special offer, Important announcement, secrets revealed, discover how, etc for creating a powerful impact.
When trying to come up with Powerful headlines ask yourself, What are the benefits of what my service offers. Then construct your headline from that perspective.
When you’ve written your headlines ask yourself would this headline motivate me to want to know more. Does it pass the, “So what” test? The “So What” test is when your prospective customer would be tempted to say “so What” after reading one of your headlines. I spend a lot of time talking about headlines because they are the most important element of your advertisement or article. If the headline doesn’t get the attention of the reader no matter how good your product or service is they won’t respond is you haven’t aroused their desire to know more. |
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This entry was posted on Tuesday, September 11th, 2007 at 4:46 am 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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