Posted by Matthew Loop | 4 Comments
(Today’s blog post is by Dr. Patrick Gentempo, Jr., the co-founder and CEO of the Chiropractic Leadership Alliance. He is an internationally renowned lecturer, researcher and chiropractic business consultant. As one of the largest draws in chiropractic today, he is unmatched in his ability to integrate the philosophy, science, clinical practice and business of chiropractic without contradiction.)
I believe one of the most significant challenges facing DC’s is that they are in the marketplace, but they are not “market-ready”. I draw this conclusion after co-founding and running one of the largest businesses in the chiropractic profession – Chiropractic Leadership Alliance – or CLA. You are probably wondering, “what does he mean by market-ready”?
In part, market-ready means that you have very clear, concise, well thought out answers to the following questions: (this is just a partial list of questions)
1) What is the clear purpose of your practice? This means, for what reason does your practice exists? And if your answer to this has something to do with you, it is a bad answer. You financial success is the effect of your practice. The purpose is the cause.
2) What is the clear goal for every practice member that comes through your doors? This needs to be answered in a VERY clear and compelling way. “Making them feel better” or “Making them healthier” in not going to cut it. Be precise. Be edgy. Be real.
3) Where do you want your practice to be in 5 years? The more details you fill in here the more likely you will get there.
4) What is your service model? Meaning, what range of products and services do you provide and how do they tie into the purpose of the practice and the goal for the patient.
5) What is your economic model? How does your service model make money?
6) What is your strategy for hiring and compensating staff?
7) What is your marketing strategy? Let’s dive a little deeper into this one…
Before you can devise a marketing strategy, you would need to answer all the questions above, most especially 1 and 2. You have to know the soul of your intent in practice before you know what to say when you are communicating. Also, it is important to know what results you are looking for from your marketing dollars and efforts. Otherwise, there can be no meaningful metrics to determine if what you are doing is getting you where you want to be.
How has chiropractic marketing changed in the past 20 years? In every way imaginable, yet not at all. Sounds like a contradiction I know. Let me explain.
Strategically, we have a message and out there in your community is a market. We have to find ways to get this message to market. What hasn’t changed at all is that the ‘brand’ chiropractic has negative equity in the marketplace. I don’t have the space to fully go into this – but research data is pretty conclusive here. There is, and has been, a negative bias against chiropractic. Don’t shoot me, I am only the messenger. However, our virtue is that our philosophy toward health and healing is true and our practice works incomprehensibly well. Now, how do we get that message to market? That is what has completely changed.
The internet has transformed our ability and power to get our message to market. With web 2.0 features and fanatically popular social media platforms, we can spend little money and communicate alongside the ‘big boys’. It all starts with great website copy expressing your passion and purpose.
I am student of internet marketing and will be for the rest of my life. If you want to be market-ready, you should be too. Get the message out as effectively and efficiently as possible. Peoples live literally depend on you doing so.
Chiropractic’s thought leader and research advocate, Dr. Patrick Gentempo, is giving away his widely acclaimed “Best of On-Purpose” interviews absolutely FREE (normally $785) for a very limited time. Click HERE to get one before they’re gone for good!