October 2005

Table talk: The hidden factor to an internal referral practice

by Dr. Timothy Gay

Looking at how chiropractors have historically marketed and advertised themselves and their practices leads me to believe it has caused a shift in public perception ‑‑ that the services we offer are cheap and under‑valued.

Some of you may be thinking this can't be true. But many of you know exactly what I am talking about. We have reached a critical point in the advertising and marketing of chiropractic, and it's time to re‑evaluate our marketing and advertising strategies.

At every mall, tractor pull, home show, anywhere you can put booths up, the public sees chiropractors hawking their services. My point is that we are not uniting our efforts toward the education of those who walk innocently by our booths. It's the same "banter" it's been for the last 20 years and yes, I was one of those who bantered to the masses. I was not only giving health advice, but I was offering a free examination and opportunity to come to our office.

Now the ante has escalated and potential patients have opportunities to go to a chiropractor for little to nothing, depending on which doctor they talk to in the booth. I've witnessed all sorts of selling techniques at what are still termed "spinal screenings" and walked away with a jaded perception similar to that shared by the public.

There are no other health care advocates who use this method of educating the public about their services. What ever happened to the term "public service?" Isn't that where groups of people from the same organization or profession come together to create and provide information to the public about a product or service deemed useful or helpful, and then let the public decide? The point is, there are better ways to get our message out to the millions that need us other than giving away our valuables.

Let's start with a cooperative effort at grassroots levels in our hometown communities. Chiropractors would have the same message and informational forums or centers at every venue put on by the chamber of commerce, various volunteer organizations, clubs or affiliates that involve children, schools, athletic events, fun runs or 10k races. The list goes on and on.

An army of people already believes in chiropractic and has a strong hold in the opinion of public perception. Your patients are the next volunteer army we must call on for support. Ask them to participate at your next information center or write a testimonial. They are already believers. Ask for their help and they will be happy to participate. 

Instead of doing screenings, have the information centers and the tools to demonstrate procedures in your office. After potential patients have had the opportunity to understand what chiropractors do, give them the chance to find out more about your office. By offering a privatized screening in your clinical setting, it will take away the mystique. Then, let them make the decision as to whether they want to find out more about participating in their health care.

When we work for the common good of our community the next logical step is to involve the local state chapters of our associations. It makes far more sense to strengthen our roots by having doctors attend our local meetings, in addition to working on various projects in our community.

An excellent way for doctors to mass mail or disseminate information about chiropractic and their practices is to put together an area mailer and have a group of doctors participating. This information will help every doctor in the community, so why not be involved? Co‑op marketing can be used in many advertising venues including costly television or radio advertising that's far less expensive if the costs are divided.

Two of the biggest practice‑builders are giving back to the profession and your community. If you have a limited advertising budget, use your time to develop relationships and visibility in your community. The last thing we need to do is give away our valued services. The days of getting people to participate as patients and have their respect by giving services away are near the end.

Understand that there are those needing our services who may not be able to afford care. However, that's not the issue I'm addressing. I believe that falls into a completely different category. Now is the time to join and get involved with chiropractic state societies and organizations that provide credibility to the profession. We need more than ever to work together supporting our associations, colleges, and great organizations like the World Chiropractic Alliance, that reach out on a global level. The graduates and young doctors just starting their practice need the support from all of us. So the next time you think about what you value, think about what you are giving away and why. 

(Timothy J. Gay, DC, is a 1977 Palmer College graduate and chairs the WCA Council on Chiropractic Mentoring. Founder and director of Ultimate Practice Systems,  a chiropractic management and consulting company specializing in personalized chiropractic consulting  [on the web at www.ultimatepracticesystems.com], he is a highly respected and nationally recognized speaker. Dr. Gay holds several seminars around the country on a variety of topics and may be reached at 866‑797‑8366, or ultimatepractice@sbcglobal.net.)