Occasionally I’ll get an email asking if my newspaper ads really do work like I claim on the website.
And while I can’t say that they will work 100% of the time in every town, since there are factors outside my control like crummy newspapers, they bring in quite a few new patients.
I often wonder “why are chiropractors so skeptical of good marketing ideas?”
But, then I remember all the hyped up, over-exaggerated claims out there in our profession.
You know the ones that make huge claims with very little to no proof. Websites with almost unbelievable crap. Smooth sounding salesmen on the phone with a rough, scratchy ‘I’m-your-buddy’ voice. Or ads in chiropractic journals with headlines like…
“208 New Patients with One Ad!”
“I have the BIGGEST practice in the whole world and make $145,270.16 per month!!!!”
(I particularly like this last example. I’m thankful he put the exact number down to the penny, because until I saw that 16 cents I was really doubting it. Alas, now my doubts are resolved.)
Maybe these claims are true. It’s certainly possible to get hundreds of patients and have the biggest practice in the world. Yet not very probable.
But it sure would help if they gave some real PROOF to back up these enormous claims!
For example, if there is a testimonial, how about giving the person’s full name and town they live in. And I’m not talking about “Dr. T — California” or “P.M.–Montana” either. I’ve heard of marketers (especially internet marketers) out there who flat out lie and make up testimonials to put on their site. So, just having someone’s initials isn’t enough proof to back up a claim. Especially a big, unbelievable claim.
If a doctor got 202 new patients from one ad, I want to see his name, age, town…maybe even a video of him showing how excited he is. 200 new patients is more than some chiropractors see all year.
What really sets a customer’s mind at ease when buying a marketing product is having a 100% money back guarantee.
If these products and marketers had a guarantee then you could feel better about taking the risk when buying their material. If their claims are hyped up, you’ll know when you buy their product and you can simply send it back.
When I wrote my Ultimate Chiropractic Ads, I knew there would be some skepticism. This is why I put in a 90 day guarantee. If someone isn’t happy — for any reason — they can send it back for a full refund. All I ask is that they run at least 1 ad. That’s fair isn’t it?
So be careful out there. Examine every claim with common sense and reason.
But don’t assume everything that has to do with chiropractic marketing is hype. There are marketing strategies and tools that work to bring in an extra 10, 20 or 30 new patients a month. For most doctors, these are welcome numbers to be adding to their other new patient endeavors.