May 2004

The power of testimonials

by Dr. Dennis Nikitow

Indisputably, the best marketing tool for any business is a testimonial from a satisfied customer. As chiropractors, a patient's testimonial is invaluable. Testimonials are the best advertisement there is because they bypass intellectual defense, they are not based on opinion but facts, the results are achieved, and people believe other people.

There is no selling in a testimonial. People are honestly conveying their experience with chiropractic so people can't argue with them. In fact, testimonials actually break down barriers of doubt. They stir people's curiosity and move people to begin to ask questions. It's a sign that they need references to fill a void, satisfy a curiosity, shatter a doubt, and gain better understanding to formulate an opinion.

Testimonials provide the vehicle for positive opinions because they become positive references. Testimonials are very relational and appeal to the right side of the brain, i.e., the emotional side. People buy by emotions not by intellect.

Relationship is a core fundamental of every human being, that's why people love stories. People get bored by facts, but they love stories, especially true stories. Testimonials are stories of how chiropractic made a significant difference in people's lives.

When people hear or read such stories, they relate them to themselves or someone close to them. In addition, people love to share stories whenever they can because they make for great conversation. Combine that with the innate potential to help others, which we all have, and testimonials become a winner.

Since people are all unique and there can never be anyone exactly like anyone else, testimonials are unique, too. Every person is the authority of his or her own life. No one knows it better than that individual, nor can he or she express it better.

The key to a powerful testimonial is that it needs to come from the heart. A person doesn't need to be grammatically correct. People buy the heart. The worst testimonial is dry and intellectual. Sometimes people think they have to write well or use a large vocabulary because they're preparing a document for a doctor with a higher education that will be reviewed by many. That's why I encourage my patients to simply state their experience from the heart. I remind them of where they feel their appreciation, and where others will be moved by their testimonial, i.e., the heart.

I tell them I specifically don't want a professional article. I just want them to give their testimonial from the heart and share their passion and enthusiasm for chiropractic because of what it's done for them.

Testimonial guidelines

Give your patients the following guidelines:

1. What symptoms did they have and what was their life like before seeing you?

2. How did they realize they needed to see you, and what made them make the final decision to come in?

4. What impacted them about you and chiropractic that led to their commitment to correct their spine?

5. How did your program of chiropractic make a difference in their life? How will this impact their future?

6. What can they do better that they couldn't do before?

7. To whom and why would they recommend you?

8. Tell them to use the word "subluxation" and focus on your delivery of chiropractic not just chiropractic (sell yourself!).

I ask for the testimonials procedurally at the progress report when I show patients their final x- ray in their corrective care program. I show them their first and last x-ray to maximize impact. I review where they were when they first came in by going over their history sheet they filled out and relate their subluxations and x-ray to it. Then I relate their overall improvement symptomatically, show them their new corrected spine on x-ray and explain how this affects overall wellness.

I tell them how areas that were affected but asymptomatic will now function better, and damage will be prevented by better spinal alignment.

Next, I share my mission in helping people and tell them many people have their similar problems and need to be informed so they can be helped.

Lastly, I ask them to help me by sharing their testimonial and they always agree. I review their guidelines and give them a sheet entitled "my testimonial" so they leave the clinic with something to remind them to do it. I make a note on the travel card so I remember to ask them on their next visit for the testimonial.

I place testimonials in three ring binders and put them in frames all over the office. It usually includes pictures of their first and last x ray, their testimonial and their picture.

If a patient doesn't want to use his or her picture or name, you can still use the story by simply saying "this 40‑year‑old female," etc.

Start accumulating testimonials as soon as possible. When patients understand the core principles and philosophy of chiropractic, see medical research to back up its principles, and see testimonials of other successes from chiropractic, they'll have a higher value and be more inclined to do chiropractic care with you for their entire family.

(To learn more about Certainty Practice Products and Dr. Dennis Nikitow's upcoming seminar schedule, call 800-544-3884. Outside the United States, 303-721-6202.)