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When it comes to marketing for chiropractic, there’s nothing more important to your immediate and long-term practice success than what I’m about to share with you in today’s essay.
It’s the most essential component of a sustainable practice growth strategy. And, it’s the one thing that allows you to acquire maximum new patients.
In the most simplest terms: it’s the one thing that guarantees your practice will continue to see a steady influx of new patients, despite what may be going on in the economy or within the chiropractic profession.
In essence, if we took a big picture view, there’s nothing more important or urgent to you as a chiropractor than what I’m about to share.
What Is It?
So, what is it… what is the single most important component when it comes to marketing for chiropractic?
My friend and mentor, Michael Masterson, refers to it as the Optimal Selling System (O.S.S.) – the most effective new patient acquisition marketing process for your practice that allows you to acquire maximum new patients at break-even or better.
And, when it comes to marketing for chiropractic, there’s absolutely nothing more critical or essential than the creation and maintenance of an O.S.S. for your practice.
So, let’s first talk about the creation of your O.S.S., then we’ll talk about maintaining it.
Creating It…
As I’ve said for years now, when it comes to the acquisition of new patients, the goal for your front-end chiropractic marketing campaigns is to break-even.
Front-end marketing for chiropractic is about the acquisition of the maximum number of new patients possible. It’s NOT about maximizing profit. The maximization of profits will come from your long-term patient retention and backend marketing (i.e. offers for new products and services to existing patients).
So, with an understanding of the objective of our front-end chiropractic marketing being maximum new patients (and not maximum front-end profit), an O.S.S. for your practice is a new patient offer that attracts the most number of new patients for you at break-even. It’s the single most productive marketing campaign for you when it comes to acquiring maximum new patients.
Your job and first priority when starting a new practice or attempting to grow an existing practice is to test various marketing offers and advertising channels until you find one (or a combination) that allows you to acquire new patients at break-even (or better).
Once you’ve created and tested an offer and channel that allows you to attract new patients at break-even, that becomes your current O.S.S. Then, your job shifts to seeing if you can create a new offer that beats your current O.S.S. by allowing you to acquire even more new patients at break-even.
Maintaining It…
When it comes to the maintenance of your O.S.S., the one thing to remember is that no advertisement, marketing campaign, or advertising channel lasts forever.
There will come a time, at some point, when your current ad, offer, marketing campaign, O.S.S., etc., will become less effective.
Even to point of no longer allowing you to break-even. This is why it’s essential that you’re regularly working on the creation and testing of new offers.
For long-term sustainability, when it comes to marketing for chiropractic, you must continue to create, test, and identify an O.S.S. for your practice. In other words, at all times you must have at least one new patient acquisition system that allows you to acquire new patients at break-even.
With an O.S.S. in your practice, you’ll ensure that your practice never shrinks, your cash flow never decreases, and your take-home pay is never at risk getting cut-back.
The secret to effective marketing for chiropractic and long-term sustainable success as a chiropractor, is ensuring your priority is always the creation and implementation of an effective system for acquiring new patients.
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How To Establish A Powerful Chiropractic Presence On Facebook In 48 Hours Or Less… 100 % Guaranteed!
With the recent roll-out of a brand new “marketing technology” from Facebook, it’s never been easier for Chiropractors to establish an impressive professional presence on Facebook. Watch this video to see what it’s all about… go here.
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