Attracting New Patients

The Law of Attraction

What you can do to attract new patients

By Kort Harshman, DC

It has been said that the life blood of any chiropractic practice is new patients.

There is a growing number of chiropractors who seem to attract large numbers of new patients effortlessly.

But, is it really effortless? Or is there more work and effort involved than previously thought? The answer is predictable — obtaining large numbers of new patients takes effort and organization applied consistently over a long period of time.

If your goal is to increase new patients, begin by creating a marketing calendar. Identify the major events in your area and then do what it takes to create a positive image and get out into your community.

Marketing your practice

Marketing your practice is essential to increasing new patients. Some ways you can market your practice is:

Through education. A great activity for bringing in new patients is participation at health fairs, employee benefit fairs, screenings, lectures, and any number of events in your community.

Many of you may cringe at the thought of participating in these activities, but most people do not understand chiropractic and what it is that you do and these activities are a great way to educate the public about not only their health, but also about chiropractic.

There is an unlimited supply of opportunities in the business community to educate about chiropractic. For example: Health spas, schools, health food stores, charity runs, city recreation centers, and virtually any place that attracts people are great places to do a screening or lecture.

Use lectures and health classes in your clinic to educate patients about the benefits of pursuing a health mentality that has chiropractic as a key component. It is important to your success to be able to express yourself in front of small or large groups.

Through your community. A clinic should have a cause or charity that it supports financially. Offering new patients an opportunity to come in to your office for a charitable donation is a great thing to do.

Not only will your image in the community improve, but other leaders in your community will recognize and remember your efforts. Your reputation as a giving and caring professional will translate into new patients.

Through existing patients. Does that mean you should be doing health classes in your clinic? Yes. Become an ambassador for the profession and learn how to do programs for your patients and others.

Are you paying attention when someone mentions a patient they would like you to see? You should be. If this situation presents itself, do a third-party case history. And, if it is appropriate, offer the referring patient an opportunity to send a friend or family member in for a complimentary consultation and examination.

Another good tool is to decorate your office with educational information that triggers questions. Ask your patients if they know someone who may be suffering from any problems and make sure to ask about family members.

Also try printing a patient list and use that list to identify key people in your patient base who can help you grow your practice. Ask for opportunities to do health screens or lunch and learns. Get access to businesses by doing business appreciation weeks for them. Your clinic should set a goal to do several of these per month.

For example: Recognize a local business as a business of the month and provide an inexpensive snack and gift certificate for a complimentary exam.

Through colleagues. Professional referrals are powerful and largely underutilized. It should be habit as a professional to notify your patient’s MD’s office that you are seeing their patient in your office.

A letter stating you have seen their patient with a brief summary of your relevant findings is incredibly effective at building appropriate professional relationships.

Some doctors may fear interacting with medical colleagues, but it is inappropriate to believe chiropractic can exist without interaction with other health professionals. We must raise the bar in our professional behavior and that means communicating with MDs.

Are you ready?

Are you ready for new patients? Does your practice’s appearance project the image that you are ready for new patients?

One of the best marketing tools you can have is an up-to-date office — in appearance and equipment. Well kept, modern offices with the modern tools that project the image of competence are vital if you are expecting referrals.

There is no secret to attracting new patients — it is work, but there are methods and steps you can take to increase your volume of new patients.

If you follow these steps and utilize the correct methods, you will be on your way to success. Make this the year that you go for it!

Kort Harshman, DC, has been in private practice since 1987, frequently speaks to chiropractic groups throughout the United States, and is a consultant with Integrity Management. He can be reached at 800-843-9162.