How to attract chiropractic patients?

Question

I have operated a small chiropractic office for years.  I feel I have been able to help patients in many cases much faster and cheaper than had they chosen the traditional medical route and even compared to other chiropractic offices which see more patients and make a better living than I.

I always do my best to try and recommend the treatment each patient needs, and while most of my patients receive therapy, manipulation, and eventually exercises as part of their care...not everyone is put on a 3 times a week schedule from the beginning...then 2 times a week...and so on that offices seeing more/making more will do for everybody they see, whether they need it or not.

Admittedly, I have tried advertising over the years, but only when things are looking bleak, and I therefore have the least amount of savings to spend.  When I have, it seems business may pick up temporarily, and I seem to break even at best, but rarely profit, the new business hardly ever seems to come from the advertising.  When things have improved I begin to feel like things have turned around and stop.  So far business has eventually improved, but I never know when, or for how long it will last, and its getting old.

I have been the doctor for so long that I no longer know how patients think at their time of need, or how other patients chose a chiropractor because they want to take advantage of it as a health maintenance program.

With all of that said, what are ways that the average person goes about looking for a chiropractor when they feel they need one?  What conditions would you say people associate with a chiropractor helping?  Would patients actually value a chiropractor more if they had every exam, test, x-ray, and long treatment plans of 30 visits laid out in front of them on the first or second visit, or would they value a chiropractor more that offers a good explanation, educates, offers fast relief cost effective relief in 4-6 visits, and then discuss the benefits of ongoing care to prevent recurrence/wellness?  Are there things a chiropractor have told you that really helped you understand the benefits of care and kept you coming back because you wanted too?

Thanks for your input in advance.

massage therapist · Accepted Answer

If you have been a chiro "for years", you should know by now, chiropractic is all about salesmanship. The best salesmen get the patients. Nothing to do with how good a doc you are. You do realize how the "profession" is looked at by the average person....http://www.dynamicchiropractic.com/common/viewphoto.php?id=8565 ( straight from dynamic chiropractic itself )  Lets face it chiropractors are only partly effective for treating minor back and neck pain. Competition from other chiropractors, PTs, massage therapists and other body workers, naprapaths,etc, all treating the same thing can really hurt business for an honest chiropractor. But hey, you are not alone...  http://www.saycampuslife.com/2009/01/21/career-changer-think-chiropractic/   Read the BS from the school..and then the comments..sound familiar?

Edward · Answer

By the time most people come to a chiropractor, the only thing they are looking for is a treatment that works. If you are providing that, then your medical model is working fine.

It sounds like your business model is the issue. I don't know where you live, so this is going to be very general.

First, your location. A good location is vital to a successful business. If people have to go out of their way to get to you, you are going to have less business. People need to see your location. People also need to see any advertising you do.

Second, advertising. You have to target your audience. Broad, general advertising rarely is worth the money you pay, as you have seen. If you don't have a Facebook or Twitter account, get one. Use it.

Third, promotionals. Most physicians do not have to run promotions or work on advertising to get patients. Chiropractic is one of the few that does. You need to run promotions that would interest your target population. Offer free or reduced initial screenings/visits. Collect stuff for a charitable cause in your community. Sponsor a charitable event in your area (like United Way). Do an educational seminar about the benefits of chiropractic for back pain. Do one for preventing back injury. Find a place, like your local hospital, that will let you do this for little to no cost. Many have educational programs on going. Tee shirts and bumper stickers are great ways to advertise too.

Ultimately, word of mouth is the best advertisement/promotion you can run. Encourage your patients to tell their friends and family about you.

When planning promotional events, such as offering free screenings, be sure you are in compliance with your insurance regulations. In some cases, offering free screenings may cause you some legal issue or make the insurance company think that you should ALWAYS do this for free.

You might want to read a few self help books or take a few courses on business and marketing to help you out. This is a long term problem that you need sustainable solutions for.

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How to attract chiropractic patients?

2 Answers