August 2008

Brican introduces 'Marketing Nights'

by David Goldwater

"Why is a soap bubble round?" The answer is simple.  It's the most energy efficient structure for the environment in which it exists. It's well known that the cells of the body will also adapt to their environment to achieve the most energy efficient form and function.

Like the soap bubble, people's behavior is shaped by their perception of the culture and environment of your clinic! Shaping this environment is the goal, art, and science of marketing.

There's a common belief that marketing is "magic." It is not. Marketing is a well-established science that is the result of more than 100 years of intensive research, with billions of dollars invested with one single goal in mind: to create an environment that will stimulate people to move forward, and participate in the consumption of a product, service, or idea.

Brican Systems Corporation, the industry leader in "Patient Transformation" for more than 13 years, is holding local events around the country with the express goal of helping chiropractors to develop marketing skills that will create the practice of their dreams. In order to make that "dream clinic" a reality, one's personal vision must be sharply defined, and focused. Helping chiropractors accomplish this is just one of many ways Brican's marketing professionals assist their clients.

"Brican Marketing Nights" are evenings designed to give chiropractors the critical information needed to develop real plans of action to maximize their energy and resources, and to get the results that they previously only dreamed about.

Utilizing flat screen visual technology in the office to educate patients about the health benefits of chiropractic for them and their loved ones has long been proven to be the most effective vehicle of communication in our fast-paced society. But, to truly be effective, there are specific action steps that must be taken to create a powerful referral and retention machine for the practice.

During these evenings, clients and their guests can expect to learn how to sharpen their unique vision of their office, share that vision with all who enter their doors utilizing the Brican system, and how to attract the type of practice members that will make their vision a reality.

We will teach you how to unearth "co-op" advertizing dollars from the manufacturers of many of the products you currently sell. We'll also unveil "outside-in," professionally produced external marketing tools now available to chiropractors for a fraction of the cost we've all seen in the past.

Identifying your target market, creating a profit center, branding your practice, maximizing the effectiveness of weekly researched articles and "Topic of the Week" shows are other skills that are being taught at Marketing Nights.

Too many people fall short of their dreams and goals when they're just inches away from breaking through their barriers. The health and vitality of a business is no exception, as its success or failure is the direct manifestation of its leadership.

Brian Tracy, the eminent public speaker tells a story about two prospectors who dug a mining claim for two years before they threw their hands up in the air and gave up, selling the claim and going home to New York City.

They later found out that the gentleman who bought their claim had hired a mining engineer to assess the potential value of the property.

It was the expert opinion of the mining engineer that there was gold to found there, and recommended that he dig in the opposite direction from that of the previous miners. Less than two feet of digging exposed a vein of gold that yielded in excess of $40 million!

The moral of the story? Use Brican's marketing expertise to help you make the minor adjustments in the culture and environment of your practice in order to shape the results in profit, referrals and retention that will make yours a dream practice.

Jerry Wright, DC, of Vancouver has been a Brican client for 12 years. "In fact," he explains, "I was their first client in B.C. So, why am I at a client information night after having the system for so long? Each time I attend one of these evenings, the Brican system reinvents itself in my office.  I arrive at my practice with 6 new ideas to implement immediately on my system, which always results in patients discussing the new topics and material that are on the screen. This always brings to my practice increased referrals, and new patients. Thank you Brican for your continued support and innovations to your system."

To find out when Brican will be conducting Marketing Nights in your area, visit www.bricancorp.com and click on the "Events" link. Brican client DCs get in for only $20 and they may bring a guest doctor for free.