March 2007

Give them what they need

by Dr. Marc Swerdlick

The better part of marketing advice that circulates through the chiropractic profession focuses on giving patients what they want, even if it's far from what they need. The common train of thought is that chiropractic is a service and the patients are our customers. Many of the marketing methods utilized emphasize a special offer such as a discounted exam, free dinner, etc. These methods share the common purpose of "getting them in the door" ‑‑ a method that has worked out well for some doctors.

While less commonly known, there's another marketing approach called "pre‑selling" that's also been proven to be quite successful. It preserves the integrity of the doctor, and is worth your consideration.

The pre‑sale approach shifts the spotlight away from special offers and gimmicks. Instead, the idea is to introduce prospective patients to what it is you have to offer in your practice. Pre‑selling is a non‑linear integrative style of marketing with internal and external components that are synergistic. The internal component includes in‑office procedures like the consultation, examination, and report of findings. The external component includes everything outside of the practice that would fall under the umbrella of new patient acquisition.

A pre‑sale approach may not be for everyone. The initial thought behind this marketing strategy is a primary benefit to the doctor. There are many chiropractors who are truly passionate about their respective technique (or techniques). They know their target market, and they know the type of care they want to deliver. These doctors are less interested in giving patients what they want, and more intent on giving them what they need. In the end, this approach really becomes about treating patients like patients, and less like customers at a fast food establishment.

In a perfect world, patients (actually, everyone) would take full responsibility for the choices they make. If a chiropractor gives the patient a choice of what he or she feels the patient truly needs or the choice of a lesser option, the DC runs the risk that the patient may select the lesser option. Because the lesser option is unlikely to target the cause of the patient's condition, the outcome is uncertain. With that in mind, in the case of a poor outcome, do you believe the patient will take full responsibility for choosing the lesser option or will he or she point the finger back at the doctor? Human nature says the latter.

A pre‑sale approach strategically and systematically presents patients with information so they have a better understanding about their symptoms, and the likely causes of their condition. This approach continues by pre‑educating them about how you'll go about determining the nature of their condition, and whether or not your practice may be the best solution. Pre‑selling does not throw patients into the deep end of the pool by trying to hit them over the head with every ounce of chiropractic propaganda. It's only after the patient concludes that he or she wants the doctor's solution to their problem that we open up the vault of benefits that one can experience through a wellness relationship that incorporates chiropractic care.

Regardless of the source, most will agree that chiropractors see a very small portion of the population (around 10%). True, there are some external influences at play, but a reasonable person must conclude that we need to take another look at how we're marketing our profession. To assume it's simply lack of awareness on the part of the public is not wise. I'm not criticizing the marketing efforts that have obviously built many successful practices. But to suggest that self‑improvement is suitable only for an individual and not for a profession, just doesn't make any sense.

Having said that, consider that an effective pre‑sale strategy focuses on how people decide to consider chiropractic care (usually because of pain and/or frustration with other options), and with that knowledge, works backwards by using a systematic high‑intensity marketing system that funnels down to patients seeing your care as the best option. The pre‑sale approach is also effective in acquiring new patients through other channels such as referrals from MDs other wellness professionals.

At the beginning of this article, I mentioned that the primary benefit from a pre‑sale perspective focuses on the doctor directing the patient to what he or she believes is the best solution ‑‑ not one decent solution and a handful of lesser options to fall back on. The secondary benefit of a pre‑sale approach centers on the patient. The prospective patient is pre‑educated to understand the value of the care available in your practice. The end result is a better outcome for the patient and a more satisfying process for the doctor.

(Dr. Marc Swerdlick is the president of S Group Inc., a Chicago‑based organization that offers marketing strategies and systems to health and wellness professionals, as well as to businesses outside the health and wellness arena. Dr. Swerdlick is presenting his Pre‑Sale Strategy Seminar in conjunction with Integrity Strategies LLC. For more information, contact Integrity Strategies by going to www.integritystrategies.com or by calling 608‑526‑9595.)