There is a definite methodology to identifying patients for your professional practice. This subject is an extremely important part of the overall strategy to create more cost effective chiropractic marketing strategies for your business.
Chiropractors, for the most part, have very limited funds when it comes to marketing and advertising. It is therefore very important to work smart and make the most out of the limited resources that are at your disposal. By selecting only the best potential candidates to market our professional services to, we will have a much better chance of having overall success in our total chiropractic marketing efforts as well as our abilities to create a well educated chiropractic healthcare consumer.
It is pointless to waste time, energy and finances on marketing campaigns positioned in the direction of healthcare consumers who do not want to purchase what you have to sell.
Imagine for a moment you are trying to sell exterior vinyl siding to homeowners across America. You have decided to market your product by blindly calling five hundred new prospects every day on the telephone. Let me explain to you why this is a bad way to market your vinyl siding. First of all, a certain percentage of the prospects you plan to call will not even own a home. Some of these people might be renters, or they might not be the decision maker at the residence you are calling. Secondly, an additional percentage of the prospects you plan to call will own a new home and will not be in need of exterior vinyl siding. Because you decided to pitch your product in this manner, you have automatically wasted time and energy speaking to individuals not interested in buying what you have to offer. It is quite predictable that your marketing results will most likely be very poor at best.
Now, I want you to imagine another scenario where you are pitching the same vinyl siding product over the telephone. You also have the same goal of calling five hundred prospects every day; however this time the list of potential customers you are planning to contact will be stacked in your favor. Every person you speak with this time will want the very product you are trying to sell. Do you think just possibly your results might be a lot better considering every potential customer you are going to call will be in the market for vinyl siding? Obviously the answer is yes. The results of your chiropractic marketing campaign are going to be drastically improved when you market your product or service directly to individuals that are already looking for what you have to offer. This is the scenario you want to replicate when you market your professional service to prospective patients. You want to create a system that allows you to market chiropractic care to only those people who are looking to buy your professional healthcare service.
The first item of business you will want to take care of within your practice is to separate all potential prospects and place them into three defined categories:
Prospects who want your service
Prospects who are interested in your service
People who do not want your service
The second item of business is to eliminate the third category of people. Why would you want to waste money marketing to people who have no intention of doing business with you? Do not bother trying to educate people who fall into this category. Your efforts, your money and your creative talents need to be focused only on the first two categories of prospects.
The third item of business is to construct a very efficient database of good potential prospects made up from people in the first two categories. Once again at the expense of sounding redundant let me reiterate the point that these are the only people you should spend time, energy and money marketing your services to.
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