December 2004

The new patient attracting image

by Dr. Peter Fernandez

Part 1: Advertising -- The good and the bad

A vital key to building a highly successful practice is to develop a new patient attracting image. In other words, creating an image that drives new patients to you.

Developing an image that attracts new patients requires your full time awareness of what others may think of the way you look, the things you say and the things you do, whether at work, home or play. If you think your personal life has nothing to do with your professional life ‑‑ think again. People consciously and subconsciously take everything they know or perceive about someone else and lump it all together to form a single image of the person, whether it's first‑hand knowledge or information about the individual received in other ways, i.e. their advertisements, what others say about them, etc.

Shouldn't a DC's knowledge and experience create a good enough "image" to attract new patients? How competent a chiropractor is in his or her field is extremely important but an unknown commodity. The people in your town have no way of evaluating a doctor's level of competency. And, we all know DCs who are incompetent but have managed to build huge practices. Obviously, there are other factors more important than competency in attracting new patients.

Imagine that you have a choice between two dentists. You perceive that both are equally trained and experienced but one is known for his arrogant outbursts at little league games. Which one will you be more inclined to go to? This example shows you how hard‑earned professional competency can be quickly and easily devalued by the simple lack of personal discretion.

A different example of how your personal life can directly affect your professional life is when you have to choose from several auto mechanics. All are equally competent, unquestionably honest and conveniently located, but you know that one of them has been donating some of his time and services to your local "Meals on Wheels" program. Which auto mechanic would you choose? This example shows you how "giving that something extra" can give you the edge over your competition.

These are just two examples of how your personal life can impact your professional success. Your image is all encompassing, thus making it imperative that you consciously and consistently work towards developing a doctor image that will empower you to reach your practice goals.

There are many common sense elements that will have a positive effect on your "new patient attracting" image, i.e., using honesty and integrity in everything you say and do. The more specialized training and experience you have and that the public is made aware of will also significantly boost your image in your community. However, there are several other not‑so‑commonly understood elements I'll be addressing in this series of new patient attracting image columns. The first is the area where most people will be getting their very first impression of you ‑‑ your advertising.

Never underestimate the value of making a great first impression. Whether it's your yellow page ad, newspaper advertising, newsletter, etc., your advertising is usually the first impression that most people will have of you.

Unfortunately, advertising that doesn't build your image usually works against you. In fact, unprofessional advertising can be a devastating blow to your image with patients, potential patients and those authorities that can help make or break your practice (insurance industry, attorneys, MDs, etc.). Unprofessional advertising is a two time money loser ‑‑ first when you pay for it, and secondly by the number of new patients you will NOT be receiving because of it.

The main rule regarding advertising to attract new patients is to use an experienced professional to design it. An expert in chiropractic marketing will design effective ads for your particular type of practice ‑‑ ads that will attract the greatest number of new patients ... ads that don't offend the public or jeopardize establishing working relationships with insurance companies, attorneys, other DCs, etc. ... ads that are created with the knowledge needed to avoid potential malpractice issues.

*** Never use pictures of people screaming in pain. Professionally designed ads that will increase your new patient attracting image never do this. Such an exaggerated display puts everything else in your ad in an exaggerated and questionable light to the reader.

*** Never make outlandish claims that insult MDs like, "5 million killed by medically recommended vaccine." Most people love their MD and will reject anyone who makes a statement like this. From a chiropractor, this type of statement raises suspicion and ire. While these types of ads will attract a few new patients, they will repel the majority of potential new patients and will quite possibly result in malpractice lawsuits. And, the MD will get even.

*** Never attack or insult lawyers. There is much practice‑building benefit in working as amicably as possible with the attorneys in your community. However, your greater concern is to not use ads that insult attorneys, i.e. "Don't settle our case until..." The attorneys will get even ‑‑ no referrals and malpractice lawsuits.

*** Never use language that could invoke insurance carriers not to pay your claims, i.e. "The secrets insurance companies are hiding from you..." Insurance carriers will get even too ‑‑ not paying your claims.

*** Never make grandiose claims that cause problems and/or lawsuits with your regulatory agency.

*** Never demean the chiropractic profession. Poorly written, inflammatory verbiage and tacky nonprofessional pictures in an advertisement is not only demeaning to yourself, but to the entire profession.

*** Never try to build yourself up by stepping on someone else.

Don't confuse attention with attraction. There is no question that negativity gets the most attention. That's exactly how newspapers sell so well ‑‑ reporting crime and devastation. Following this human trait, more people will read and remember a negative ad. This type of ad will attract a few new patients but discourage most people from seeking you out as their chiropractor. In fact, negative advertising works well to destroy your professional image and keep new patients away from your practice.

If you want to attract new patients and build a highly successful practice, stay positive, stay professional, stay attuned to those things that will bolster your new patient attracting image.

(Dr. Peter G. Fernandez, is a 1961 Logan graduate. His practice with five staff chiropractors and twelve satellite offices, was one of the country's largest all‑referral, high income chiropractic clinics. As a practice consultant for the past 24 years, Dr. Fernandez has taught practice building techniques to nearly 15,000 DCs, and consulted in the opening of approximately 3,000 practices. Dr. Fernandez can be reached at Fernandez Consulting, 10733 57th Avenue North, Seminole, FL, 33772, by calling 800‑882‑4476, or by e‑mail: DrPete@DrFernandez.com. Visit him on the web at www.DrFernandez.com).