The excitement of graduating from chiropractic college is rapidly met by a world of new challenges. Many doctors will opt to work as an associate or an independent contractor, while other doctors go for the gold and start their own practices right out of school.

Regardless of which direction you take, one of the most important common denominators for ultimate success is the need for a powerful marketing system.

If you are new practitioner who is going to start a practice right out of school, finding a location and signing the lease are only the first steps. Once you’ve done that, it’s time to build a presence in your community.

Plan and act on the basics
To succeed, you must market. Now for the basics:

1. Get listed. The very first step you must take is to obtain a telephone number and get listed in the yellow pages.

Recommendation: Try to get a vanity phone number that either incorporates the name of your practice or a number that’s relatively easy to remember, such as 800-POSTURE.

Experts’ opinions vary concerning yellow page advertising. Large ads can be very expensive and may not get the desired result. Some marketing experts have noted that large yellow page ads give the impression that the doctor is desperate for new patients.

Recommendation: Start out with a one- or two-inch display ad. This size draws more attention while preserving capital. You can always go to a larger size in the next edition.

Take care in selecting your yellow page advertising: In most communities, two or three yellow page publishers compete for your advertising dollars. Ask other business owners (not just chiropractors) which publisher has worked for them.

Finally, do not make yellow page advertising the primary recipient of your marketing and advertising funds. Instead, focus on more targeted marketing tactics.

2. Design and print business ‘paper.’ The next step is to design and print business cards, letterhead, a promo-card and a newsletter.

Recommendation: Create a business card like a marketing maverick, not like an artist. Art may be pretty, but it’s not an effective marketing tool.

Your business card should represent the feel of your practice and, if possible, your chiropractic technique of choice.

I recommend a business card with a blank backside. Cards that are loaded with too much information on the back look too busy and confusing and are destined for the trash basket.

Recommendation: Design and use a promo-card. A promo-card is usually 3x5 or 4x6 and usually includes a color photo on one side (perhaps of the doctor, the entire team, the practice or a combination of all three) and text on the reverse.

The text portion should include your unique selling proposition (USP), what you do (perhaps listing symptoms if you like) and your contact information. Promo-cards say a lot more and are less likely to be discarded than a business card.

Most important is the newsletter. A one- to two- page newsletter is a fantastic marketing tool, especially if it’s created in-house.

You don’t need to be a graphic artist to publish an effective newsletter. Use an easy-to-use software program such as Microsoft Publisher or Microsoft Word. These programs have templates that allow you to insert your articles.

If you do not feel comfortable writing, you can hire someone to write articles or purchase a generic newsletter that allows some customization. A word of caution: Generic newsletters may have content that contradicts your philosophy and/or technique. Watch the content carefully.

Recommendation: Don’t limit your articles to topics that only relate to your technique. Include articles on current health issues, nutrition and exercise.

3. Get involved. Join a select number of organizations and be sure to obtain membership lists.

The local chamber of commerce should be first on your list. Usually this organization holds a number of monthly events that provide excellent networking opportunities. When you meet other business owners, ask for their business cards and for their permission to be included in your future mailings (and e-mailings).

4. Create a powerful network. By forming excellent business relationships, you form the framework for a profitable business-building network. As you settle into the community, get to know the people at your bank, dry cleaner and favorite dining establishments. Once you’ve established rapport, ask them if you can leave some newsletters and promo-cards. Many of these businesses are more than happy to help you, knowing that you are likely to reciprocate.

5. Get information to other businesses. New practitioners often focus their marketing efforts on getting information into the hands of potential patients. While marketing to local residents is certainly important, targeting business owners first will yield greater results. Because of a business owner’s exposure to their customers and employees, marketing to a business owner is like speaking into a megaphone: Your voice reaches more people.

6. Build relationship lists. A relationship list is a roll of businesses that share a mutual interest.

For example, chiropractors share a mutual interest with personal trainers in our focus on total health and wellness. Make a list of personal trainers and provide them with information about your practice. You may even want to put on a presentation or invite them out to lunch. These professionals build very close relationships with their clients. They, like other wellness professionals, can be a great source of new patients.

The most important thing to remember is this: Begin your marketing efforts long before you open your doors. Once you open your doors, it will become increasingly difficult to leave your office to go out into the community and work your marketing magic. By starting off strong, you will create the foundation for long-lasting practice success!

Dr. Marc Swerdlick has 20 years of education and experience in the areas of marketing and consumer psychology. He is the author of Cash Practice Success and CEO of S Group Inc, and is also the co-founder of a new chiropractic marketing resource, Structural Advantage, LLC (www.structuraladvantage.com). He can be reached at drmarc@structuraladvantage.com

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