No, I’m not talking today about B.J. Palmer or issues of mixers and straights.
Here’s what I mean…
There’s a lot talk in chiropractic about “philosophy”, namely the issue over what chiropractor’s believe about their own profession.
Likewise, marketing is always a hot topic because doctors, rightly want to grow their practice, serve more people and increase their incomes.
But one thing you rarely see mentioned is the phrase “philosophy of marketing”.
The word philosophy has many meanings, which can be anything from literal Greek meaning of “the study of wisdom” to the more often used sense of man’s attempt at searching for truth (think Socrates and Plato).
But the meaning I’m after today is neither of these, but simply “a system of principles for guidance in practical affairs.”
So what you need is a system of principles for guidance in marketing! Simple to do, right?
If only it was. If you’ve been around the profession for very long, you’ve heard dozens of different “principles” of marketing.
Here’s a few BAD philosophies of marketing I’ve heard…
- Don’t spend more than $100 per new patient
- Marketing is unethical and is only for snake oil salesmen.
- Just do a ton of spinal screenings and you’ll be fine.
- You’ve gotta just out in the community, pass your card around more.
- Make every patient get their family members check within 10 days, or you “fire the patient”.
- Get a fancy website up and people will flock to your door!
Maybe you think I’m exaggerating? Okay, I only exaggerate a bit on the last one! But the others I have actually heard almost verbatim.
These are not effective philosophies of marketing for your practice. What is a good philosophy?
“I will do any type of ethical marketing as long as it shows a good return on investment.”
This philosophy works because it covers all of the above bad ones and more. To get a good return (ROI), you’ve gotta get qualified new patients, like I recommend with my chiropractic ads.
And it doesn’t matter if you pay $101 per new patient. What matters is the ROI.
Maybe passing out cards is a good idea. Maybe a good website will work. Maybe spinal screenings are effective. But the only way you really know is by measuring their ROI (which in the case of spinal screenings should factor in your time spent.)
That’s my philosophy of marketing. Do you agree or disagree? What’s your philosophy?