The New ChiroMarketing Academy

It’s time for you to experience growth in your practice, even during the recession.

If you’ve been following my blog lately, you know that I’ve been releasing a sample of the content from the new ChiroMarketing Academy. The Academy is a membership site unlike anything else in chiropractic. Each month, you’ll have access to private lessons and training videos that teach you how to…

– Bring in more quality new patients using print and internet marketing, referrals, internal promotions, and more.
– Convert patients to care using non-forceful techniques. (It took me years of trial and error to discover these!)
– Keep patients for life with very specific high retention strategies and tactics.

I even captured a short video that gives you a sneak peek inside the membership site. You can see for yourself exactly what’s included in ChiroMarketing Academy.

Check it out now:

If you’re wondering why the membership is such a low price right now, it’s only the first 50 (only 45 remaining) members who join that will get a special charter membership worth 50% off. With over 1000 chiropractors reading this today, I can’t say how long the remaining 45 memberships will last. It could be a week or it could be less than 24 hours. Once all the charter memberships have been taken, the price will double and likely double again in 6 months (since new content is added every month.)

Either way, I advise you to at least take a look at what’s been added to ChiroMarketing Academy and see how the new strategies can help you grow your practice. There’s a 30 day guarantee on your membership, so you risk nothing by giving it a try.

Yours for a more successful practice,
Michael Beck, D.C.

P.S. As a special bonus for those who join ChiroMarketing Academy, I’ve thrown in The Renegade Marketing Letters…proven marketing letters for referrals, reactivations, and event promotions. With these easy-to-implement marketing tools, you can start seeing new patients this week and easily get back your investment in ChiroMarketing Academy immediately.

Google And Yahoo News: Get Publicity And New Patients

In this 8 minute video training from ChiroMarketing Academy, I’ll show you how to get your practice listed on huge media sources like Yahoo News And Google News.

ChiroMarketing Academy is a membership site bringing you the latest in effective marketing, retention, and conversion strategies. It will officially open to members on Tuesday April 28th. But you can be on the “earlybird” list and be notified 24 hours in advance. The earlybird list will get the first shot at the 50 discounted memberships. To join the list, visit

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Google Adwords And Chiropractic Marketing

Are you using pay per click (PPC) internet marketing to bring in more new patients?

Most search engines have PPC as part of their services. Google has it’s Adwords program, Yahoo has Search Marketing, and MSN has AdCenter. Adwords is the biggest PPC marketing platform because Google controls so much of the online traffic right now.

Some chiropractors are starting to realize that they can get new patients at a low cost using PPC marketing. But the key is knowing what your doing so you don’t end up overspending (or worse — getting a bad “track record” attached to your Google account, increasing your PPC cost forever.) In the video below you’ll see the first section of the “Google Adwords Training Video”.

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How To Measure Your Marketing ROI

graphYou should be measuring return on investment (ROI) for every marketing strategy or channel you use. To accurately measure ROI, you’ll need one very important number…the “case average” of your new patients.

Case average is a figure that represents how much money a patient will generate over time in your practice. You will sometimes hear it referred to as “lifetime value of a patient.”

You figure it by taking your collections for the month (or quarter, year) and dividing by the number of new patients during the month. And make sure to count all the new patients who’ve come into your practice, not the number of patients who started care. (I do exclude freebies who never get an exam though.)

You can also calculate a case average using a different forumla. Take your PVA (patient visit average) and multiply it by your $ collect per visit. So if your PVA in your office is 22 and you collect an average of $50 per visit, then your case average is around $1100 (which is too low.) But I don’t like this method as much because it can be inaccurate, since you’re figuring an average from averages (that have usually been rounded up or down).

Some chiropractors don’t like to calculate case averages in their office, because they think you’re putting a dollar value on the patient’s head. But let’s face it, you’re running a business here. There are two parts to running your own practice… a clinical aspect and a business aspect. This blog is about the business aspect.

The biggest reason to determine case average in your practice is to make good marketing decisions. Combine it with your conversion rate and you can really drill down on your marketing. Let’s run through an example…

An ad costs you $1500 to run. The last two times you ran it you got 13 new patients. You’re thinking about running it again, but your not sure if its really worth it. Because you’ve read this blog for awhile now, you’ve been keeping track of your numbers (right?). You know that every new patient that walks in the door will equal an average case of $1500. And you know that if a new patient comes in, you have a history of converting about 60% of them to care.

So if the ad produces 13 new patients, you’re going to convert 8 of them (13 x .60 = 7.8 rounded up).
8 new patients times $1500 case average is $12,000.

So now back to the question. Should you spend $1,300 on an ad to get $12,000 in return? If you said “NO, $1300 for one ad is crazy!”, you need to go back and reread the above paragraph until you get a yes.

This is the problem with judging your marketing solely on the number of new patients. Some chiropractors think…”13 new patients, well gosh Dr.. Beck, that’s not very many. Dr. Joe Blow said he got 187 new patients from an ad!”

That’s great for Dr. Joe. But I wonder what his conversion percentage is? And what?s his case average? Because if he really did get 187 new patients and converted most of them, he’s got a million dollar a year practice.

In today’s world, you need a case average well over $1500 to be profitable in practice. If this number gets below $1000 your usually going to struggle unless you have a ton of new patients coming the door. If the case average falls below $500 for more than a month, you?re practice is in big trouble.

The best way to get a higher case average is to increase your retention and collect more per visit.

Also, you can raise your case average by planning out each patient’s case in detail. This means around the time you do your report of findings with the patient, plan the services you’ll be performing with care plan. For example, if you are going to see a patient for 24 visits, what are all the services and billing codes you’ll be performing. Use a travel card, folder or software to keep track of this.
Planning the case out like this also helps your staff stay on track with the patient?s care. If a re-exam is supposed to take place on visit 12, your staff sees it and is able to make sure it gets done and billed. Or if an extremity adjustment is supposed to be done each visit, you are reminded of it.

This may sound like a simple step to take, but don’t overlook the pre-planning of a patients care. You’ll be surprised at how much you and your staff miss if you’re not watching it every day on every patient. Just one small service missed regularly can amount to hundreds of dollars on each case.

I once counted up how much revenue was lost one month because my staff had “missed” a few re-exams, extremity adjustments, re-xrays, computerized test-ing, home exercises, rehab etc. It came out to be over $3,000. From that point forward, I made sure everyone (including myself) kept up with each patient’s planned care.

Each month, figure your case average for your practice. Then check to see how your marketing is going. The number of new patients you get is important, but make sure you are considering the total dollars they are bringing into your business as well.

Marketing With Direct Mail

Has the internet replaced ‘snail mail’ when it comes to marketing?

A recent study by Vertis Communications in Baltimore found that 46% of adults responded to direct mail in 2007. This is only slightly down from 47% in 2003. As powerful as the internet is (and you should be using internet marketing in your practice), advertisements sent via the mail remains a steady and profitable strategy.

Are you using direct mail to bring in new patients for your practice?

Direct mail is one of the oldest forms of marketing. Even with the rise of newer media like radio, internet and TV direct mail marketing still grows each year.

There are many different forms of direct mail — postcards, letters, magalogs, magazines, tear sheets — but postcards and letters are the most often used by chiropractors. If your marketing budget is tight, you should start with postcards then move into letters at a later point.

It’s also important to note that you should not start direct mail until you have other less risky marketing strategies in place — namely newspaper ads and internet marketing. This is because direct mail re-quires more patience and testing to be profitable. But don’t let this deter you, because when used properly, direct mail can be very profitable.

When it comes to postcards, you can choose be-tween the small regular size, a half page size and an oversized postcard. Most direct mail testing shows that the bigger the postcard, the better the response. Of course much of the response will come from the words, or the “copy”, on the postcard.

The success of a direct mail letter can also depend on the copywriting. A personalized letter coming from your office should have the following compo-nents…

-Use a compelling headline that makes the reader want to learn more.
-Open the letter with a question or curiosity, then explain who you are.
-Talk about the health problems you help people with in your office
-Give plenty of testimonials
-Make a good offer for the reader to come in as a new patient.
-Have a P.S. reminding the reader what you are offering

The list you buy is going to determine about 50% of the response you get from direct mail. Make sure that you find a decent list broker so you’re getting good addresses.

An easy list broker to use is infoUSA. I really like their map tool which allows you to draw a shape around your office. This allows you to pick certain neighborhoods and developments. You can also select just the new homeowners from their list. Put the letters into a plain white envelope and hand write the address in blue ink. Then put a live stamp, not a metered stamp, on the envelope. Your staff can do all of this for you.

If you can get a special stamp, like an upcoming holiday or a Disney stamp for example, use that one on your direct mail envelopes. This will make it look more like a personal letter when your recipient gets it.

Another direct mail strategy is to use what’s called a “tear sheet”. A tear sheet looks like an ad in the newspaper, except that someone ripped it out and mailed it to you.

You may have seen these before, where they have a post-it note on them that says, “I thought you might want to look at this, J”. (Supposedly everyone knows someone with a name that starts with J.) To use tear sheets, ask your local printer if he’s familiar with printing them.

Oversized postcards are another option. Just print a full sized newspaper ad (like the large ads in the Ultimate Chiropractic Ads) on a large postcard and mail it. In the case of postcards, you can use metered stamps and address labels.

You could also place smaller ads on regular size postcards, lowering the postage cost. However, just like your newspaper ads, the bigger the postcard, usually the better the response.

In 2009, begin implementing direct mail into your marketing plan. But remember, what is written on the postcards is just as important as the list you select to mail to. Don’t just send out some glossy postcard with lots of graphics. Use proven direct response copy or ads.