There aren’t too many books published specifically for chiropractic marketing, so I was very interested in seeing what Dr. Reizer has to say in his new book CHIROPRACTIC MARKETING TOOLS THAT WILL ABSOLUTELY GROW YOUR PRACTICE. According to his site, Dr. Reizer “is a former associate professor of Sherman College and has taught numerous graduate level courses in chiropractic technique, x-ray analysis, diagnostic interpretation, chiropractic philosophical applications, and chiropractic communications.”
Dr. Reizer has published numerous other books on chiropractic (which I have listed at the end of this post), as well as three science fiction novels.
The subject matter of Chiropractic Marketing Tools ranges from simple business cards and newspapers to more advanced strategies like writing your own newspaper ads, developing a weight loss campaign, and marketing to health clubs. The book is only 133 pages, but packed full of ideas. I counted at least 24 different marketing tools mentioned. Dr. Reizer spends about 3-6 pages on each of the marketing tools mentioned. In most of the chapters he briefly explains the tool and how to use it, and sometimes gives an sample piece that you can easily use in your office.
One Amazon reviewer said,”Every morning our staff reads a few pages to get everyone thinking about how to promote the office.” This is actually a pretty good idea, as these are mostly marketing tools that your staff could do for you (or setup for you.) So to have them thinking about marketing each day is vital to your practice. Also, many of these strategies your staff has never heard of before, so you can provide a quick and easy manual of marketing ideas for them to use.
I do have two critiques of the book.
The biggest critique is that while the tools mentioned are useful and will “absolutely grow your practice” if done correctly, one of the most effective marketing tools available to chiropractors is only mentioned in passing: direct response marketing. These exact words are not found in the book, but Dr. Reizer does spend a few pages talking about lead generation marketing, which is a form of direct response marketing. He then provides a sample free report, which well written. But no mention of long copy newspaper ads or direct mail pieces. Seeing as one of my Decompression Marketing Elite clients just notified me that they got over 300 new patients this year from my ads, I think newspaper ads are pretty important!
The other critique is related to the first. Overall the book is a great summary of marketing ideas for every chiropractor to use. But the book is going to be used most by those who are new to practice or operating on a low marketing budget. For example, all of the strategies in the book could be done each month for less than $500 (there is no mention of radio or TV marketing). While this is a great place to start, and even marketing veterans should be doing some of the things Dr. Reizer mentions, there is much more that can be done in the way of effective marketing strategies.
Overall I think it’s a book every chiropractor should have in their arsenal. For those in practice less than 2 years, or for doctors struggling, it is a must read ASAP. For others, this book will be very useful for your staff and as a reference guide for ideas.
Dr. Reizer’s other chiropractic books include: