Steven Baer, D.C., will present a trio of topics designed to set you on the path to success. The topics include relational marketing, communication, and direction.
Relational marketing is about the personal connection you establish with individuals, attracting them to you and your practice.
The current day practitioner must regard every patient individually, necessitating deviation from canned scripts, but still emphasizing key points throughout the course of care.
Directional strategy requires focused introspection into the creation of a written mission, vision, purpose, planning, systems and goal setting.
G. Steven Baer, D.C., DACBOH
NCMIC Center for Business Development
Dinner provided with advanced RSVP using the Palmer CareerNetwork
Relational Marketing Strategies for Success: Attracting and keeping patients
The chiropractic practice, like any small business, relies on a flow of business composed of a mix of new patients and established patients. Marketing can be an enigma to the new in practice, as well as with an established practitioner. Relational marketing is about the personal connection you establish with individuals, attracting them to you and your practice.
External marketing can shape the initial impression and perception of a perspective patient and position them to come to your office. All media as well as verbal and non-verbal communication, all expose the public/patient to the image, product and perfection that is you and your clinic. Anything short is a waste of resource.
Internal marketing relates to the ability to communicate a patient’s problem, direct the solutions, establish chiropractic principles and care plan, thereby, maximizing patient retention and problem resolution. Directing patient care relies on communicating the markers of improvement to the patient demonstrating necessity of continuation for care. Also a part of internal marketing includes prospecting referrals from enthusiastic, motivated patients and staff.
An overview of marketing avenues will be discussed including the advantages/disadvantages of the various avenues of attraction.
Communication Strategies for Success: Chiropractic Practice
The traditional approach to patient communication in chiropractic practice, (especially in the early years) used time worn scripts and educational banter that lacked spontaneity, individuality and specificity to the patient and their condition. Some of this exists to this day, but the current day practitioner must regard every patient individually, necessitating deviation from canned scripts, but still emphasizing key points throughout the course of care.
The communication process is one that begins at the first office interaction, often from marketing effort, and carries throughout treatment, and long after care is complete. Timing is everything, with what you say at a given moment in care, may spell the difference between acceptance/completion of a treatment plan versus the patient’s discontinuation of care before treatment can be successful. An interactive dialogue between the doctor and patient yields the best result in successful outcomes.
This program will address the communication between a chiropractor and their patient and specifically identify key points on the treatment timeline.
Examples and anecdotal examples will be discussed.
Directional Strategies for Success: Mission, vision, purpose, planning, systems & goal setting and performance interpretation
Directional strategies are those that funnel a “culture of success” to the chiropractic practice by communicating the entire operating rationale for your practice. The phrase, “Failure to plan is planning to fail”, is only a piece of the puzzle to creating an overall formula for success. A plan unsupported with defining elements of mission, vision and purpose threatens success. Aligning the key components of directional strategy requires focused introspection into the creation of a written mission, vision, purpose, planning, systems and goal setting.
Measurement of the efforts driven by the directional strategies reveals a wealth of data to drive management and marketing direction and decisions. The course will discuss the essentials of each component and relate that message to allow the doctor to create their own individual statements. Relating anecdotal experience regarding the application of directional strategies.