Recently a chiropractic office was highlighted on the A&E channel’s “We Mean Business” with Bill Rancic. (You may remember Bill from the first season of The Apprentice with Donald Trump).
The video might lag a bit and takes awhile to load, but it’s well worth the watch, especially the first segment. I think the first segment really portrays the typical chiropractor’s problems…great doctor but poor marketer, not sure where the moneys going and if it’s making a good return on investment, and feeling ripped because they’ve paid for consultants that don’t help them one bit. I mean this guys paying $24k per year for consulting and about to go bankrupt. Bill sums it up when he says “Dr. Lou’s a great doctor, but he needs to become a businessman.”
Here’s the link….
Click Here To Watch
While the team did a great job at giving his office a makeover, they really sucked at giving him a good marketing plan. In the 2nd or 3rd segment Bill has Dr. Lou go into a gym (wearing his white coat, hehe) and talk to people working out. He asks them things like “Do you see a chiropractor?”, “Do you know what a chiropractor does?” and similar questions. Most of the people appear to blow him off. The problem with this line of questioning is that Dr. Lou isn’t “joining the conversation going on in the prospects mind”. Those people aren’t lifting weights, saying “Hmmm, I wonder what a chiropractor does?” or “wow, I wonder how I can get better spinal hygiene?”.
It’s more likely those gym members are thinking “Dude, I wonder if this shooting leg pain is going to get so bad I have to stop working out!” or “Is there not some kind of doctor out there that can help me get rid of these headaches so I can play with my kids when I get home?”. In other words, they are asking…”who in the heck is gonna help me with this life altering, excruciating health problem I have?”
Lest you think I’m anti-wellness or some type of ‘medipractor’, I think there is a time and place for wellness. But it’s not when your out of the office and first contacting a potential patient. Nor am I saying chiropractic is only for headaches or back pain, substitute any health problem you want in the questions above. The point is that people are wanting to get well first, then stay that way.
When you are out talking to prospective patients, what kind of conversations are you having with them? Are you talking on their level or using language that they will just tune out?