And it may not be what you think!
I am confident all successful chiropractors would agree there is a direct link between quality care and new patient growth. The reason for this studies show is the number one source of new patient growth in the majority of practices remains word of mouth both from current and past patients. This makes sense. Obviously if the care provided did not meet the expectations of the patients the practice would suffer as a result of negative reviews and few referrals. Everybody understands this important link almost to the point where it is not worth discussing.
Chiropractors are highly educated group but in this case it appears there is a greater link between patient success and practice growth that is being missed by the vast majority of them.
This crucial link is the notion that the growth of the practice, much like the successful healing of a patient is a function of MULTIPLE FACTORS. In other words a successful practice and a healthy body are complex SYSTEMS.
We can all agree that skeletal manipulation is an essential part of the healing process. That said when SM is combined with prescribed movements, exercise, posture etc. the probability of a long term successful outcome for the patient increases dramatically. Often times patients will express frustration at their lack of progress from SM alone when a small effort on their part could significantly alter the outcome. This misplaced emotion is understandable but avoidable.
Increasing effective factors = increasing positive results.
Now apply this same logic to your practice. Remember we said the number one source of new patients for the vast majority of practices remains word of mouth. This is interesting on many fronts.
Why: (according to a recent study)
1. The number one marketing effort 100% of all chiropractors marketing efforts remains word of mouth. So it would stand to reason that this is the number one source of new patients regardless of quality of care.
2. 96% of all chiropractors are in search of new patients
3. Appr. 50% of chiropractors who struggle to reach new patients use 1-2 marketing activities including word of mouth
Back to the logic. Much like patient care, studies show that successful attempts to reach new patients increases as the number of effective marketing activities are added. So word of mouth alone combined with on again off again half hearted attempts at patient outreach is the patient equivalent of occasional spinal manipulation combined with little to no exercise, poor posture, etc.
Both of these approaches lead to inevitable frustration and mis-directed anger. One directed at you,
the other directed at the marketing process. As we know, neither is correct.
So the million dollar question:
With limited time and resources, how do you effectively increase the number of new quality patients to your practice in
a cost effective positive way?
The answer is simple but until recently the implementation was not so simple.
The solution is to approach the issue with the same disciplined systematic approach you have used through your education and the healing of patients.
Start with what you know. Word of mouth from past and existing patients. We all know that in the 24/7 connected world word of mouth is as much a DIGITAL PHRASE AS IT IS traditional phrase.
Enhance results with proven effective factors such as:
A highly converting Virtual Chiropractic Office
Effective Ways to rank with major search engines
Track able Social Media
Status Based Patient Management / Automated Communication
Free Screens / Community Participation
Repeatable staff friendly processes
Like exercise and good posture to your patients, these factors will dramatically increase the results of your existing previous efforts. The key is taking a holistic approach to new patient acquisition. No one activity will satisfy this need.
The bottom line:
If you are one of the 96% of chiropractors in constant search of new patients, learn what many of your colleagues have already discovered is the key to a consistent healthy flow of new patient inquiries.