M
arch 2003
Growing the 'referral only' practice
by Dr. Tony Palermo
Systems and procedures can be used two
ways. You can create systems that prevent "wrong doing."
Conversely, you can create systems and procedures that encourage
"right doing."
Since perspective can make or break a
practice, I've let go of the "hard guy" systems designed
primarily to keep people from doing wrong.
There was a time I felt it necessary to
prevent the inmates from running the asylum. If a doctor considers
practice members "inmates" then there is a need for strict and
rigid rules. When doctors consider their practices asylums, they become
the "wardens." Wardens must use force to demand adherence to the
rules.
I don't know about you, but I certainly
didn't become a D.C. to bark out rules and regulations! I've created a
100% referral only practice by inviting all of my practice members to
share in my vision of a world free from subluxation.
By concentrating my education efforts
on the importance of a nerve system free of interference, I teach my
people that everyone they know is a potential member of our
practice community.
Great leaders understand that force
isn't the same as power. Force requires effort and an
ever-watchful eye to ensure that everyone is behaving within the rules.
Great leaders realize that power
doesn't come from authority over another -- but from their people. With
this in mind, great leaders do everything they can to support and
encourage their people.
In short, great leaders encourage right
action at the right time so that their people gain personal insight and
wisdom. The amalgamation of the individual abilities, experiences and
commitments for the betterment of the community is the role of the leader.
This is an essential teaching. And understanding the principles of true
power is imperative in the creation of a referral/members only practice.
Below are a few of the options I offer
my existing members to share with their referrals. Notice how the menu
offers something for everyone. My recommendation is to create "Menu
of Opportunities" for your practice members. (If you have
other referral strategies that have been empowering to your practice
members and have produced results, please share them with me and I'll be
happy to offer them in future columns!)
Here are some of my favorite strategies
designed to empower my practice members to invite their loved ones into my
service and the chiropractic lifestyle:
Complimentary phone
consultations. Pencil in several time slots during the week when
potential new practice members may call you. In a time-challenged world
this is an excellent service.
Health care demonstrations.
To this day, this simple offering is my number one method of attracting
new members to my practice. Currently, more than 80% of my new practice
members come as a result of my lecture -- and most new members of my
practice attend the lecture before becoming members of the
practice. Look at your lecture differently. Most offices request
attendance AFTER they've become members of the practice. Why not offer it
as an introduction to your office?
Office tours.
Perhaps your potential new practice member would prefer to see you in
action. Let your clientele know that you invite them to bring a friend
along to see what you do in your office.
New member kits.
Why not offer each of your practice members a "Welcome to my
office" kit? You can include a variety of "goodies"
including several gift certificates to your office. Be creative with your
welcome bags. Offer a T-shirt with your office logo. How about a water
bottle, teacup and several gift certificates to other businesses in your
community? See your practice members as Health Ambassadors and bestow the
title upon them. You'll be amazed at the pride they will exude as a
result!
Complimentary consultation.
This is like "
Old Faithful
!" I never tire of offering
one of my practice members the opportunity to refer his or her loved ones
in for a consultation at no charge.
Let the world know that you are there
and available to serve. See yourself at the center of the wheel with many
spokes leading into your service!
(Dr. Tony Palermo practices in
Bethlehem,
Pa.
His 100% cash, no insurance accepted, 100% referral-only practice requires
fewer than 10 hours per week of his time. He balances his time with family
and a limited clientele of coaching clients. NOTE TO CHIROPRACTIC JOURNAL
READERS: If you're interested in joining Dr. Palermo for free
"Chiropractic Mastermind" teleconferences to discuss topics from
his columns, e-mail him at drtonyp@aol.com and type "Chiropractic
Journal Reader" in the subject line. He'll let you know when his next
session is scheduled.)
