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Last night, for a little pre 40th-birthday celebration for Kellie, I took her, the kids, my folks, and my sister’s family out to some Italian family-style eats at Buca di Beppo.
If you’ve never been; Buca di Beppo (Italian for Joe’s basement) is a, sort of, Italian Planet Hollywood, with monster-sized dishes, eclectic decor, and wall-to-wall pictures and memorabilia from the 40′s, 50′s and 60′s.
We requested the Pope Room – a private area decorated with everything Papal – and sat Kellie in what looked like a chair for King Henry the Eighth.
As we dined on fried mozzarella, chicken carbonara, and sausage rigatoni, and sipped on some Cabernet and Moscato, I couldn’t help but admire the craftsmanship that went into the huge round, mahogany table we all sat around. The Lazy Susan alone had to be about 5′ in circumference. In the center prominently displayed was a ceramic bust of the current Pope Benedict XVI. Ironic, being it was surrounded with a gluttonous array of dishes and wine.
Glancing under the table, curious of what was providing the support and stability of such a table, I found 4 thick wooden legs stemming from what looked like a 100-year-old oak tree sized base.
It’s funny if you think about it…
The most essential part of that table… or any table for that matter… is not the top or the area most admired. It’s the base and the 4 legs. The parts that provide the stability.
Take away one or two of those legs and no matter how nice the table is… it becomes rather worthless. Scrap.
On the flip side, a dysfunctional, unusable table with only two legs can be transformed into a work of art that performs as needed simply by adding two more legs.
Now I’m no carpenter, but I can confidently say that with four legs, almost any table will be rather stable.
As a chiropractor, this same principle applies to your practice.
Stability comes from having multiple “legs” of marketing channels and campaigns.
Stability in practice is built on having a diversity of patient attraction vehicles.
Like a table, having only one or two methods of acquiring new patients provides an inadequate amount of stability.
With only one marketing campaign, one advertising channel being leveraged, or one source of new patients, your practice growth is vulnerable. Like having all of your investments in one single stock.
By having a diversified set of patient acquisition campaigns, funnels, and channels, if one tanks, you’re not left high and dry.
As well, as I’ve said many times before: an optimized chiropractic marketing approach always leverages varied media, varied sources, varied marketing offers, and varied channels.
So, how many legs does your current chiropractic marketing and practice growth approach leverage?
If less than 3, you’re lacking.
If you want more stability in your acquisition of new patients, add more legs to your marketing.
In the spirit of our Buca di Beppo analogy – I’m pretty sure you don’t want to be in the middle of enjoying a nice pasta dish, only to wind up with a lap filled with marinara sauce and an empty belly, simply because you were eating at a table that lacked the necessary stability.
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