Before we delve into the question, what’s in it for you…first ask yourself; do you want to build a practice? Because if you don’t then we stop here.
But if you do want to build your practice you have to use a marketing strategy.
You’re probably thinking; here we go. He’s going to talk about using chiropractic ads and then go on and on about how they bring in high quality new patients and how to create a flow of new patient traffic through the door.
It is true that chiropractic advertising is one way to build your practice, because it does all those things and more. But, there is more to this crazy thing called marketing. Have you ever considered that getting those new patients in the door is the easy part. Keeping those patients, now that is a marketing skill some chiropractors and their staff need a little help with.
Does that sound a little harsh?
Well it’s true. Even when I was in practice, we had shelves of inactive patients. Oh sure, some moved away, but really they just fell of the grid and their files were left to gather dust in our filing closet. Could they have been reactivated by a clever marketing campaign, something better than calling them several times until they were ignoring our calls? I’d like to think so, because that was what prompted the patient reactivation letter.
This too is found in the chiropractic ads kit that I market to chiropractors. In fact there are several marketing letters that I encourage you to use repeatedly if you already have that ad kit.
If you don’t have the ad kit, don’t loose hope, you can still use this simple marketing technique. Write up a sincere and personal reactivation letter to your long lost patients. Print it out, sign it…yes, I said sign it with your signature so the long lost patient sees that this isn’t just a form letter printed out and stuck in an envelope, but it’s more of a kind gesture of asking the patient how they are doing and we would love to get scheduled to come in for a re-exam, just to see how things are going for them. Include a page of testimonials, hand address the envelope and mail it.
Now, what if you don’t hear back from the patient? Well to quote a very popular song…Let It Go!
But if they do call in, and you will have some that do call just to see what’s in it for them, be sure your staff knows to thank them for calling and praise them for taking time to call in. Hopefully you added a call to action in that letter and you know it’s that whole human nature and curiosity thing.
Don’t scold them, they already know they were gone too long, why do you think they never came back?
They are fully aware that they walked out the door one day and never returned. For some for it was money reasons and some just from being too tired or too busy, others just got lazy. Just like the whole “join the gym and work out” phase people go through every New Year. They loose their motivation, especially when their pain has subsided.
Well, they are back now so extend them some grace. Now do we need to talk about whats in it for you?
That should already be evident…Spend a little time pulling some marketing letters together and reactivate the long lost patients, they might be so happy that you cared enough to check on them, that they will tell all their friends on Facebook. Now they all want to be your patients.
What’s in it for you? The improved health of another human being, the chance to build a practice through reactivation and referrals, and the best part, this type of marketing is really low cost.
By the way, if you’re not a letter writer…you can always buy the ad kit and then you’ll have several ready to use.