What makes you different from the 52,599 other chiropractors in the United States?
More important: What makes you different from the 100 other chiropractors your prospective patient passes as she travels from home from work?
When preparing your marketing plan** and materials, take into careful consideration your skills, experience, philosophy, education, and interests, and how the unique combination makes you more valuable to your target market – your ideal patient.
Now, convey that unique combo to your prospect in ways that are meaningful to the prospect, based on their needs and values. Here are some examples:
Does your ideal patient value education?
- If so, and if you earned an undergrad degree before your professional degree, be sure to include the extra two letters on you biography on your website, and on your business card. Why? Many chiropractic schools still do not require an undergrad degree for admission to their D.C. program. The few schools that require a bachelor’s degree for admission only began this prerequisite a relatively short time ago.
- If you earned an undergrad degree in a field seemingly unrelated, consider how that makes you more marketable to your target market. Drama or English? History or International Business? Do your prospects have similar interests? How can you use that to your advantage?
- Likewise, be sure to list on your bio web page the various post-grad workshops and seminars you completed.
Does your prospect value Volunteerism and Charity?
- To what community projects have you donated your time and energy?
- To what charity do you donate your service and/or financial support?
Does your prospect value Religion or Spirituality?
- If your religion or spirituality is an important part of your life, you are likely to be able to reach like-minded people, including prospective patients, more easily than physicians of a different faith/mindset/believe system.
- I know of a couple (soon to be husband and wife) chiropractors who are very active with their Christian church and they have welcomed many patients from their church.
- Another chiropractor friend is quite active with yoga and energetics and attracts patients who share those interests.
- Caution: While you may be interested in attracting patients of like-mind, you probably don’t want to turn away a patient who does not share your perspective. Natural attrition will occur eventually as they will be attracted to a doc whose belief system is more closely aligned with their own.
Other distinguishing factors:
- Language and culture
- Undergrad alma mater
- Hometown origin
- Affiliation with a cause
- Membership in professional organizations, such as Chamber of Commerce or local economic development group
** If you do not have a marketing plan and you are ready to develop one for your practice, complete and submit this questionnaire to get started!