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My father once told me about a guy he went to High School with in the Bronx that forever changed my perspective on names and titles.
The other day I was reminded again of this same memorable lesson, thanks to the product development “geniuses” from the pharmaceutical company, Ortho-McNeil-Janssen.
Both of these examples illustrate why you must think carefully about what you’ve “titled” (and how you’ve positioned) chiropractic care in your office.
Follow the “naming strategy” I share in this article, and no one will ever view or judge you or chiropractic care in your office the same again.
Even more important, with the strategy I’m about to share, chiropractic care, with you, in your office, will be positioned as completely unique and of much greater value to patients.
So, let’s start with the guy my Pop went to High School with?
His first name was Arnold.
Not a big deal though, right?
It was his last name, though, that did him in.
Zass. That was his last name.
So… let me introduce you to… Arnold Zass.
(This is totally true and legit. No joke here.)
Imagine going through life with that name…
“Has anyone seen Arnold Zass?”
“Oh, Sherry just kissed Arnold Zass”
“Wow, he must be working out. Arnold Zass has gotten big”
Oh, poor guy. He must have been tortured throughout school.
No matter how smart, athletic, gregarious, or attractive Arnold Zass was… because of his name, he was undoubtedly the “butt” of many jokes. (Oh, c’mon… that’s funny.)
Anyway, let’s fast forward to what I saw the other day that reminded me of Arnold Zass. Then, we’ll get to how and why this applies to you and your chiropractic practice.
I was in the middle of watching one of my favorite television shows – Law and Order: Special Victim’s Unit – when it popped on the screen…
A commercial for a new digestive drug.
The name?
Aciphex.
The pronunciation?
“Ass-effects”. And, I’m being dead-serious.
Now.. is it just me… or is that not hysterical.
A drug designed to help with acid refux and heartburn… that has potential side effects including diarrhea, nausea, vomiting, indigestion, and flatulence… called Aciphex (Ass-effects).
Just priceless.
So, what does Aciphex and Arnold Zass have to do with you and your chiropractic practice.
A LOT!
They illustrate the power of a name. And, how names and titles themselves alter public perception.
In your case, the name or title you’ve given for the chiropractic care you provide in your office directly impacts how prospective patients and regular patients view what you do, and it’s worth.
In other words, tell the world you simply provide “chiropractic care”, and you instantly commoditize what you offer and position yourself as another me-too provider of what 23 other chiropractors around you are also providing.
Tell the world, instead, you provide the “Comfort Method Of Chiropractic Care”, and you immediately differentiate yourself from every other chiropractor, escape comparison (from patients) with other doctors, and instantly boost the perceived value of what you’re offering patients.
Maybe you do provide the same thing as other doctors. Maybe, in fact, you provide the identical type of care as other local doctors.
That doesn’t mean you should position it, name it, and market it the same as they do.
Just the opposite!
Marketing is all about positioning and perception.
Your job, first with the name or title you’ve given what you do, is to differentiate your care from everyone else. You do this by giving a unique name to the method of chiropractic care (or service) you provide to patients.
Remember, if patients believe there are 23 other chiropractors in your area offering the same thing you’re offering, your care is immediately devalued. It’s all about the law of supply.
If, on the other hand, you’re the only one in your area offering… what seems like a “special method or approach” to chiropractic care… the perceived value of what you do goes way, way up. Why? Because they perceive you’re the only one doing or offering it.
So, let me end with a plausible scenario and question…
If someone approached you tomorrow while at the store, and asked what you do, what would you say?
Would you tell them you provide chiropractic care?
Or would tell them you provide something which conveys much greater perceived value?
timely article, I was just thinking the other day about a family of chiropractors that my extended family has seen for years. Their last name was Duff and they practiced “The Duff Method” My Older family members would ask if I did the “Duff Method”. It really stuck in my craw. Then the other day (12 years later!) I realized that what I mistook for arrogance (their product was no different than mine.) was really good branding and I began to think that I should do the same thing. Now your article comfirms what I had just realized. Thanks, sometimes I need to be hit over the head to confirm my own intuitions.
I think this is it!
I practice in a gym and work a lot my work is focused on releasing muscles. I have a sign “Your Chiropractor at the gym” and have noticed that some people walk by, look at the sign, quickly look away, and walk by faster! It’s got to be a preconceived notion that they have about chiropractors. I believe many people are afraid of us! Some because of the “cracking” others because of the commitment (“you have to go forever”), others because of the money (co-pays are outrageous).
So, I’m going to think of a way to re-brand myself at the gym because I truly do have a different method. I spend about 25 minutes with each patient and I charge less than most people’s co-pay. Perhaps I could position myself in a way that would have people envision a Spa. Any ideas about that?
Hey Richard… I like where you’re going. Keep in mind… there’s no rule that says you can’t offer several different “types” of chiropractic treatment options. This means you can certainly have one brand for the health club clients and one brand for the outside world.