June 2006

Creating raving fans in your practice

by Dr. Mike Reid

Intelligent offices don't want just chiropractic patients. They want to create raving fans who'll be lifelong sources of referrals for their practice. Any practice can create raving fans. One of the best ways to create a thriving referral base is to give patients a "wow" experience when they visit your practice. Studies have shown that approximately 70% of all new patients are referred by family, friends or co‑workers. Simply put, it's the best advertising money can't buy.

Here's how to create raving fans in your office.

1. Telephone ‑‑ The first impression is a lasting impression. In my office, all the phones have a smiling face sticker attached to the handset. This ensures the phones are being amused enthusiastically. The patient needs to know that you're happy and that you can help. Have a message on hold system that educates patients and promotes the practice.

2. Reception area ‑‑ This is the first visual impression the patient will receive so, make sure it's clean, well‑lit and redecorated every five‑seven years. If you're still holding onto the panel board and shag carpet, it's time to re‑invent. Rotate inspiring wall posters every three months. How about a "Kids Corner" and "Chiro Kids Wall" that screams "we adjust children?" My gumball machine that dispenses yogurt‑covered raisins is always a hit.

3. Be on time. ‑‑ Are you still pulling a 7:59 "Starsky and Hutch" arrival for your 8:00 am patients? This is why we call it a reception room and not a waiting room. Try arriving 15 minutes early, huddling with your team and setting a game plan to create the ultimate wow experience for your patients.

4. Team ‑‑ Be willing to hire the best people. Compensate them well and invest the time and capital for great training. Set a code of conduct for patient service. For example, name tags, jackets and an excessive amount of smiles. Create ownership by establishing the four key principles for culture in your practice: agreements, vision, communication and relationships.

5. Adjustment rooms ‑‑ The "adjustatoriums" must always be clear. When's the last time you were adjusted on your clean tables? How about those tiny rips? Need re‑upholstering?

6. Music ‑‑ Invest in a great sound system with a CD player that holds five or six CDs and randomly selects songs. Have fun with it! Look for high energy music that makes you feel good.

7. Fragrance ‑‑ How about fresh cut flowers in the practice? Perhaps one or two aromatic candles? Try scenting your headrest paper with vanilla oil.

8. Gifting ‑‑ Never let your patients leave empty handed. Have a toy box for adults for small trinkets with your clinic name on it. Consider unconditional gifts like movie tickets or restaurant certificates for your best‑referring patients.

Remember, it takes money for elaborate external marketing programs and virtually nothing to keep the patients you already have. Be willing to be unique and outstanding and you, too, will be able to create raving fans in your practice.

(Dr. Mike Reid is an international lecturer, Canadian president of the World chiropractic Alliance and the international director and head coach of Anthony Robbins' chiropractic coaching program called "Fortune." Merging his "Gorilla chiropractic Coaching" with Robbins' personal empowerment technologies, Fortune is an elite and executive‑level program designed to create extraordinary practices and extraordinary lives. A member of the class of 1992 from CMCC, Dr. Reid maintains a private, cash‑based wellness practice in Ottawa, Ontario. For more information, contact him at 800‑781‑8127.)