As we start up the practice, our main focus is largely on the big things that have to happen.  Getting the build-out done, paying your loans, building your practice, managing your overhead, managing and trainging your staff, etc.  

It is very easy to let a lot of little things pass you by.  I have found that over the years, what has really helped my office, and made my life a lot more enjoyable, is to focus on the little things.  

For example, a friend of mine works for a chiropractor near where we live.  It is a small office in a small town, and it is just the two of them in the office.  She recently had a major surgery to correct a problem she let go for a few years.  The recovery is slow and she can't be in the office for a while.  

I gave her a call about a week after the surgery to see how she was doing.  Man, she was irate!  The doc she works fo, hadn't called, texted, emailed, facebooked, or anything to see how she was!  The lack of contact truly upset my friend and significantly altered her view of her boss.  

A simple phone call would have prevented serious damage to their working relationship.  Five minutes.  A little thing.

Patients will bring in food, or a letter, or some other gesture to show their appreciation for you.  What will you do in return?  What ways are you showing your appreciation for them?  

When a business contact sends you a referral, what is your process to show appreciation?  Is there a process? 

These little things add up to have a dramatic effect on the overall opinion people will have of you.  Here are some suggestions on things to consider.

• Never underestimate the power of flowers or a plant.  When someone has a family member pass, a surgical procedure, an end to a relationship, and so on; a small investment will not only bring a smile to their face but will pay back tenfold in the future.  
• Handwritten thank you notes are also quite effective, and simply cost a stamp!  These can go to your staff, your banker, your accountant, someone who grabbed your lunch, clients that helped you out, and so on.

Yes, the big things are important, but don't forget the little things!  Not only will they help your business grow, they will also help you fall to sleep with a smile on your face.

Whether you are a new graduate or an experienced practitioner, think about this question.

If a loved one called you from across the country to seek a referral for a neurosurgeon what would you do? 

Even if you did not personally know a neurosurgeon you could safely rely on certain criteria. 

Look up their CV, find out the medical school they graduated from, see which accredited hospitals they are affiliated with and chances are you would have a good idea based on credentials that this individual would be a rather safe referral. 

What about referral to a chiropractic colleague?  How do you go about making that referral with any degree of confidence? 

This is not an indictment of all the D.C.s but rather of our lack of “third party credentialing” to provide at least a sense of confidence.

So how do D.C.s get their name and reputation “out there” so when others are looking for a D.C. your name will make the list. 

Participation in your state and national association is a good start.  While participation does not guarantee competence it demonstrates professional responsibility. 

Additional certification, ongoing post graduate training, published articles, website that outlines your mission for your office, community involvement and civic contribution all go to help form the impression that provides confidence in making a referral. 

It is important to start early to help build that reputation so when the need arises for a “referral you can trust” it will be obvious that you are a good choice.

In today's economy, it's no surprise that everyone is trying to thrive, and often just survive. However, when it comes to the price of professional services, I often wonder - how low will we go?  

Social networking sites have opened doors to other networking and advertising sites that offer services at discounted rates.  These sites can be an effective means to advertise a new business and create traffic flow.

I, myself, belong to two free online services where a "Deal of the Day" appears in my in-box.  This has been a great way to try new restaurants and purchase discounted oil changes.  However, what I find disturbing is the trend to offer professional services - chiropractic, dentistry and optometry - on these websites.

Another example I have come across lately on three separate occasions is the parking lot tent or state fair booth and a banner advertising "Free Adjustments TODAY only!" 

When we compare the three listed professions above (chiropractic, dentistry and optometry) the common denominator is "self employed doctor." There is no set hospital salary, insurance reimbursements are limited, and the overhead is self-funded.

I get it.  We all have bills to pay.  

But is this the way to get it done?  Does this promote quality patient care and create the cultural authority we are still lacking? 

I know what my reaction and personal feelings were to these, but I wonder: what do the rest of you think?  

Students?  Colleagues?  I'd love to hear the buzz on this topic.  Is this a sign of the times, or just another cheap marketing ploy?  

Recently at the ACA House of Delegates Convention in Portland, Oregon, I met a young doctor who impressed me with his attitude on growing his business. In our conversation about his seven-year-old practice, I threw out a question that students at recent Starting into Practice programs asked me.

“Are you discouraged with this economy, and do you have a strategy to weather this storm of slow growth while everyone around you is panicking about finding new customers?”

This young doctor smiled and proceeded to tell me that his office building has no outside signage to indicate that he practices there. He does no advertising, nor does he make the usual speaking rounds of the Rotary Club, Lion’s Club, etc. He said he built his ever-expanding practice on the principle he had decided on from day one.

“I give my patients my undivided attention from the time they walk into my clinic until they leave. My first patient recommended my second patient who introduced me to a friend of his, a radiologist. The radiologist and I became fast friends. I referred to him, and over time, he referred to me.

He introduced me to several hospital staff when we would attend social functions together. I gained their respect and have been included in just about any hospital fundraiser that goes on in town. 

My growing patient base kept the referrals coming in until I realized that I was doing something that even advertising could not match. Taking care and listening to my patients. So now, even in this poor economic climate I am seeing growth.”

I realized the lesson that came from this young man was simple. Patient-centered care builds growth.  So, for you new docs, don’t sweat all the small stuff. You’ve got one task.  Care about your patients and give them your expertise and your ear. I see nothing but smooth waters ahead for you!

Anyone out there have any more tips on building up a practice in lean times?

A dear friend from my chiropractic college days called me recently. We caught up on family and friends and discussed future plans. He recently retired, having been very successful in practice, also making wise investments and saving for the future. He had multiple offices and was both an excellent clinician and terrific marketer.

He called to congratulate me, having seen that I was going to be honored by the state association and asked how I was going to announce this accolade. Quite frankly, I had not given it any thought, but Dr. J had a valid point and a few recommendations.

Growing and maintaining a practice takes ongoing effort and while you might have provided superior care to someone when they were in acute pain, they may quickly forget how wonderful your care was when a new development occurs.

Every day we see and hear new announcements about different individuals and industries, as well as their awards and community participation. Publications are pleased to make note of those who contribute to the betterment of society.

Dr. J. being the "master marketer" thought that my award was newsworthy particularly as it was an acknowledgement of excellence from my peers.

He recommended a press release with photo to our local media outlets with the standard "five W's of PR" to include...who, what, when, where and why.

He also reminded me that as articles are published they remain on the internet and can be viewed by prospective patients and the public forever.

While we sometimes may be overly humble, tooting our own horn can provide exposure to you and your practice and the important work and activities which you participate in.

Happy days!

In 1984 The Pointer Sisters sang a Top Ten hit song titled, “I’m So Excited!”  I still get a happy feeling when I hear the disco beat in my head. Reminds me of how thrilled kids are when they head back to school!

It’s nearing the end of summer and you can smell the sweetness of fall coming in the air. Soon school will be back in session and teachers will be looking for innovative ways to teach art, science and health. This makes for a great marketing opportunity for new D.C.’s as they search for ways to grow business.  Here’s just one idea that you might try, but only if it excites you!

• Sponsor a local art contest. Offer prizes of $100 for 1^st prize, $50 for 2^nd prize and $25 for 3^rd prize with 3 “ribbon” honorary mentions. Write a press release for the paper stating the “rules” of the contest. (Explain that any medium accepted, one piece per person, adults only or children only, must display in your office for at least 30-60 days after the contest, if any item sells during that time, all money goes back to artist, deadline for entry is ?)

Find an art teacher, local celebrity or museum curator to judge the event.  Send a press release to local date calendar and art teachers. If you have the room, hold the judging at your place. The artwork will create quite a buzz and allow potential new clients to see your place. 

On the night of judging, keep the focus on the art, not you. You’ll be surprised at the exposure you’ll get for doing something you love! On top of that you get free art to decorate your walls and may even tap into the art scene for your personal enjoyment!

Modify this idea any way you like. Use bicycling, photography, fundraising for a good cause, music, dance, etc. The point is to find something you love and sponsor an event that both gets exposure for your business and gives back to the community!

    Other quick ideas for using your talents

• Sponsor:
  • a science contest utilizing spinal anatomy using coloring books
• Teach
  • a class to football players on how to reduce injuries
• Support
  • a local soccer or cheerleading team by providing ice packs or helpful brochures
• Honor
  • a returning Afghan/Iraq/Iran soldier by holding a fundraising event for a military family or the USO

Whatever you choose to do, do something that excites you! You’ll soon be reaping the benefits from supporting something you love!

Do you have any successful marketing ideas you’d like to share with new practitioners?

How do you become the ONE that people in your community will TRUST when then need your services?

Recently I received a letter from a former patient who moved away 10 years earlier - and out of desperation she sent me an e-mail about her condition. 

I could almost feel the tears of pain and despair in her words.  By the way she is a journalist...ugh...(having won state and national honors for her human interest stories). And she often told tales of chiropractors who wanted to sell her case fees, and told about how she visited their office four times and only saw the doctor on the first visit with no adjustment and only received therapy applied by staff.

I thought about the fact that you simply never know WHO is coming into your office, WHAT they do for a living, HOW they are connected and to whom, and WHAT could be the far reaching ramifications of an action that is less than stellar on your part.

There was a concept at one time that was referred to as the WALL STREET JOURNAL syndrome, which simply encouraged people to think about how any action taken would appear to the public if it reported on the front page of the WSJ.

Think about your patients and imagine they are reporters for the largest newspaper in your area. They could write a positive or negative story about you depending on their experience.  

This view is not to frighten you, but rather to encourage you to treat every patient as if they had access to a column in your newspaper or a segment on your television...because they do.  Maybe not formally but informally by the manner in which they speak about you to everyone they know or for that matter who will listen. 

A statisfied patient will tell 4-7 people but a dissatisfied will tell many more!

Make yourself the doctor they tell others...."you can really trust this doctor." That is a community image worth a fortune.

So this spring has been one softball and/or baseball game or track meet after another!  My kids are 9 and 11 and I am amazed at the amount of running around that needs to be done. But those of you who have kids can appreciate my anxiety. It is fun ... but a planning nightmare.

Since I have morning, afternoon and evening hours, I try to get to as many of the games as I can.  Most late games and Saturday afternoons, I am usually going straight from work to the field in my tie and sometimes a sport coat depending on the weather. 

My wife wants to know why I don't take a change of clothing?

• People see me in a tie and they recognize me as Dr. DeMatte the Chiropractor.
• They see me coming from work rushing to the game after a busy shift worrying about patients and watching my children rather than changing into comfortable clothes.
• Some are amazed and did not realize that I had office hours until 8 p.m. ... a better way of getting the word out than an ad in the paper! If i was coming from work but in casual clothes, I would have to tell them where I was coming from and that is less subtle.
• On the days that I have off, I go to games in jeans and a cap. I say "hi" to people and they do not know who I am until I introduce myself....this goes the same for food shopping as they do not recognize me unless I am dressed in work attire.
• When I work the refreshment stand, they all comment on how the place is really getting fancy as I serve them with a tie!

These games are a great way to get to socialize with other docs and people in the community, so take advantage of them.  I do not discuss chiropractic or work but my attire lets them know who I am and where I just came from. 

Also, remember I said how I used ice and hot packs with my name and number on them for marketing?  I make sure that the freezers at these games are loaded with them!

Is anyone else taking advantage of such social gatherings without being pushy...I would love some advice!

New doctors may think of the employees of NCMIC as being one-dimensional. Yes, it's true our main focus IS our customers! But just like you, the employees of NCMIC have varied interests that range from volunteering to novel writing, scrapbooking to motorcycle riding. With such a variety of skills and hobbies, how is it we let those around us know about our latest achievements, our dreams, goals, or skills that may assist others?

We talk about it! We text our friends, Facebook and Twitter, send press releases to publications and newspapers and tell groups we speak in front of!

Just like you should be doing as you begin or expand your practice!

It's never too early to start spreading the news that you will be or have just become a doctor of chiropractic! Free press releases are a great way to start. Here's a link that gives you an idea on how to get started.

http://www.ehow.com/how_8793_write-proper-press-release.html

Just remember...

• Be professional in what you highlight about your new practice.
• Be cautious about social networks as anything in the public realm can and will be used against you in a court of law.
• Be proud, but humble. No one really likes a braggart.
• Highlight what makes you different.
• Don't forget to use news outside of chiropractic, such as, something you volunteered for, CE credentialing, seminar or educational achievements, attendance at unusual events, etc.

Start spreading the news!

Has anyone out there enjoyed success with a press release or some other unusual form of garnishing attention for your new bsuiness you'd like to share?

HOW to market. WHERE to market. WHEN to market. WHY market. These are just some of the subjects discussed when considering the topic of marketing for your practice.    

Marketing has changed so rapidly in the past 20 years that it is almost impossible to comprehend how fast things are changing.  

Not long ago, THE YELLOW PAGES, were the key with large ads, then bold type, then full color etc. and today if an analysis were done (and it probably has) YELLOW PAGE advertising would rank near the bottom for effectiveness.

That is the point of this blog. Marketing should be targeted regardless of how much money you have. This is especially important when you're just starting out the budget is usually very lean. 

Today it is almost mandatory that a website is one of the earliest items on your TO DO LIST.  Make the website easy to navigate once patients access the site.  Be truthful because not only will patients have access but so will every attorney, regulatory board, insurance company, bank and others parties who are finding out about you. 

It is important that your website be up-to-date and that there are no old numbers, data, staff photos of long-gone employees, or outdated information about you.  Websites that you can modify and change at will are important and someone needs to monitor it on a regular baiss.

Your business cards and stationery as well as any advertisment placed about you should all contain the website because that is where today's consuming public goes when looking for information.

Write a weekly blog which contains information of interest to your readers or a potenital patients who may want to visit you.

A short video explaining who you are and what you do in your office might be another helpful marketing piece so people can see what you look like, hear you speak and find some comfort level in having seen you and heard you before you visit.

Try using the website to foster a community spirit especially if you are engaged in any local volunteer community efforts, fundraising events, or special non-chiropractic related items. Efforts by you and your staff engender a community spirit and are well received by people looking for someone they will feel comfortable obtaining care from.

List your credentials, but do not embellish them, do not claim superiority as this not only is barred by most state statutes, but fuels animosity among your colleagus. And patients see this as a negative not a positive.

Finally, marketing is not simply a website, business cards or ads in the newspaper. The best advertising and marketing is WORD OF MOUTH - and that comes only after exceptional service, positive results, and a culture of caring is created in your office. 

Once that word of mouth advertising takes off, it is like a forest fire fueled by high winds. It takes on a life of its own, and all you have to do is live up to the expectations.