Relationships: The 'secret' practice booster

by Dr. Dennis Nikitow

A few months ago, I explained how to get into companies to do talks ("The secret of getting into companies to do talks," The Chiropractic Journal, Feb. 2003). I introduced Integrity and the Health Awareness Foundation (HAF). I would like to reveal some secret opportunities you can expand on as you do these.

First of all, don't look at each lecture you do as just one lecture. I emphasize in my seminars that life is about relationships. Establish a relationship with the people you do lectures and spinal screenings with.

At the end of your event people are usually buzzing with excitement, signing up for appointments and chattering about their new enlightenment. Seize the opportunity, right at that moment, to speak with the human resources (HR) coordinator or the event coordinator who set up the lecture with you.

Tell the individual you really enjoyed speaking and that you received a huge amount of positive feed back. Mention you have several other topics you can speak on and that you can set these talks up on a regular, revolving basis. They are usually very excited and will want to schedule.

Another thing you can do is have your C.A. take pictures of the event and of you speaking. Put these up in your office, either on a bulletin or events board. Put a short description of the talk next to the pictures. Be sure to include upcoming events and a listing of topics you speak on and health fairs you provide. Your patients will begin to ask questions or make comments about how they didn't realize you provide this service.

Tell your patients to check with their company's HR person to see whether the company does health fairs or might be interested in wellness workshops. If there is an interest, get the name and number of the individual your patient spoke with and let him or her know you will have a representative call to find out if they would like to schedule a program. (I give the lead directly to our HAF representative and let him or her do the calling.)

Another great strategy is to network with other types of doctors in your area. At the end of your event (spinal screening, lecture, etc.) when you speak to the HR person, ask if he or she would like to do this several times a year. Next, ask about expanding this to a full health fair the next time, including other doctors and specialties (they always want to hear more).

If the company is interested in a full health fair, we contact the other doctors in our network and schedule accordingly. We use a lasik vision center, an aesthetic dentist and dermatologist and an orthodontist. We also have a wonderful proctologist that gives out info on colon cancer prevention and detection.

When coordinating other doctors to network, call them up and tell them you belong to a national network (HAF) that does health fairs for companies and groups. Ask them if they would like to participate by doing a screening or handing out literature pertaining to their specialty. Since there is no cost and it is basically free marketing for them most doctors jump at the chance because they want more patients, too.

Most have never done a screening, offer to show them how to do one and the materials they will need. Invite them all to your office and show them your set up, materials and flow. They will be impressed by how professionally you get new patients to come in. They will appreciate you for showing them.

Next, suggest to them that you start networking together by creating a discount/benefits card. Each card includes information about each doctor, his or her specialty, a little bit about the practice and a special offer, unique to those within the network. These cards are then kept in each networking doctor's office to be given to patients within that practice. This will provide everyone's patients with an added benefit for being a part of that practice. Patients will appreciate the referral and the special offer.

Now, all doctors within the network have expanded their referral base very professionally by five or six fold, with little cost. This is not to mention the new, professional relationships you have just established. Remember strength comes in UNITY and it all starts with relationships!

(For lecture outlines, tapes, transparencies, handouts, etc. from Certainty Practice Products and/or to learn about Dr. Dennis Nikitow's upcoming seminar schedule, call 800/544-3884. Outside the United States, 303/721-6202.)