October 2007

Keeping a 'healthy' image with corporations

by Dr. Phillip Golinsky

All too often I hear of how corporations refuse to allow chiropractors onsite because of a prior bad experience. These bad experiences are normally a result of hard‑sales tactics and pushing chiropractic care instead of educating about health. Any chiropractor who consistently attends corporate wellness events can probably attest that they have made this mistake at one time or another. Unfortunately, these tactics not only harm your chances of getting back onsite, but they also harm the image of the profession in general.

Obviously, chiropractors attend corporate wellness events because they want to turn employees into new patients. In order to do that successfully, you must sometimes sell the concept of chiropractic care to both the employee and the corporation without them knowing they are being sold. How is that done?

First, understand that corporations are only concerned about one thing when hosting wellness events: did the employees enjoy it?

Employees enjoy events that are fun, festive and educational. They like to learn about the latest in medical advancements all the while collecting freebies and eating food samples.

So, when asking for an invite into a corporation, don't sell the corporation on why you are the best chiropractor to have onsite. Many chiropractors will showcase their services and techniques in an effort to impress corporate contacts. However, your contacts usually don't understand chiropractic terms, nor do they normally care. They may see you as a solicitor and turn you away.

Instead tell your contacts, in terms they can understand, why employees love to have you onsite. The easiest reason is because you offer a free health screening. SAM machines, computerized thermography units and other spinal stress screening devices not only impress corporations, but also impress employees.

If another chiropractor has overused a screening, offer something else. Postural exams, orthotics screenings, and trigger point massage are all popular screenings that are rarely offered at corporate events. Corporations love exhibitors who provide new and innovative screenings for their employees. By offering a free screening, corporations feel that you are contributing to the health of their employees, not soliciting business.

Second, avoid promoting "chiropractic care" to employees. Instead, promote your free screening. For example, you can display a large sign that says "Spinal Stress Screenings." This serves two purposes. First, you've given the image that you are there to conduct spinal stress screenings, and not to sell employees on chiropractic care. Second, more employees will approach your table because a free screening is much more appealing than a sign with your office's name. This does not mean that you should avoid displaying your company name. On the contrary, you should have business cards and brochures galore. But, when employees look in your direction, they should see "spinal stress screening" first.

Finally, when employees stop by, consider conducting the screening and discussing the results before ever discussing chiropractic care. Conducting the screening will allow you to show them where they have problems (if they in fact do). After identifying the problem, you can show why the problem has occurred and what has to be done to fix it. Your solution should not be "sign up for care." Rather, explain the mechanics behind the solution.

For instance, if an employee feels a tingling sensation in his or her arm, you can mention that the cause may be a constricted or pinched nerve in the upper spine. These nerves are associated with the joints of the shoulder and arm. The solution is that if the nerve is released, the symptoms will go away.

Although you've said nothing at all about chiropractic care, the employee will ask how he or she can find out whether this is the case or how to release the nerve. Now is the time to explain that chiropractic care can be of assistance. The employee has requested your advice and is ready to listen to what you have to say. He or she won't feel forced as you explain how your services can help. You've managed to get to your pitch in an educational manner!

I know from experience that this strategy works. Employees will not feel pressured, corporations will be pleased with your screening, you will get new patients, and next year getting back onsite is a breeze. Corporate wellness events are goldmines for chiropractors. So work hard to keep a "healthy" image among corporations.

(To learn more about corporate wellness events, or for questions pertaining to this article, visit www.corpwellnessevents.com , or contact my staff at 1‑800‑996‑6031.)