A big mistake in practice is that chiropractors do not nurture the relationship with their current patients. We take it for granted that if the patient starts care, they will always do what we tell them to do.
This is not reality. Look at your stats. How many patients have quit care and never been seen again. We may never know why they quit. But there are certain things we can do to help them complete their treatment plan.
I’ve never been a fan of strong arm tactics to get people to do things. Why?
Because it’s rude and it does not work. Sure you can convince someone with hype and “rah-rah” to stay on wellness or maintenance care. But the truth is a few weeks later, the “pep talk” has wore off and the patient will begin asking themselves…
“Do I really need to keep going to see that chiropractor?”
So what’s the solution to this mistake?
Consistent, monthly contact through direct mail (and email). The best and proven way to maintain a relationship with your patients is by sending them a monthly chiropractic newsletter. This will keep your active patients connected to you and feel like they have a better relationship with you. After all, no other doctor or chiropractor sends them something in the mail each month.
I can not tell you how many patients I have had over the years “return” for care in my office, simply because they got a newsletter from me. Some of these patients we had ‘written off’ because we thought they were never coming back .
This works so well, we even had a few patients that we thought would never come back because they actually left the office upset about something.
And, we got new patient referrals from the newsletter as well. This is because every month there is a personalized letter from me with an offer on the back page.
Marketing guru Dan Kennedy talks about “putting a fence around your herd.” He says if you don’t put a fence around you’re herd, they will get out and go into other people’s pasture (you’re competition!)
And the #1 method Dan Kennedy recommends for keeping your customers is a monthly newsletter.
What should your newsletter be about?
It should include relevant topics to the care you give. Healthy living tips, studies, and seasonal articles are great content.
The slam-dunk thing about newsletters is that they are very inexpensive to produce and mail. For about $10-15 per patient, you can stay in contact with your patient list monthly for a year.
If you have the time and skill, you can write your own newsletter. Another option is to let a service do it for you.
Just make sure you get few samples of their newsletter before you sign up with the service.
If you stay in contact with your patients, they will stay with you longer. And if you give them an opportunity to refer other new patients, they will. Try it for a year and see if it isn’t an excellent low cost marketing strategy.