Once upon a time I thought there was a magic pill to fix my practice. A secret to success. I bought into coaching program after coaching program, thinking they had the answer. I purchased marketing products by the dozens. Jumped at every “opportunity” presented to me by advertising salesmen who came into my office. All for the sake eventually finding that “one” thing that would make my practice successful.
You know what I mean. The magic pill that you can take and all your problems go away. The secret box you open that contains all the strategies for running a successful practice.
One day I woke up and realize that contrary to what certain new age books tell us, there is no “secret” to success. There is no magic pill to fix your marketing worries. You see, I was desperate for solutions. So I would buy one thing after another, thinking it had the complete answer to my practice problems.
Do most marketing products have good content and tools? Sure. But here’s where I went wrong…
I thought 1 product or piece of coaching advice should fix my practice. If it didn’t, I threw it out and went after another one. If you want to truly succeed in chiropractic practice, you’ve got to get rid of this mindset! Packaged one-size-fits-all marketing products aren’t a magic pill.
You’re a unique doctor. You have unique skills. You have a very specific background. You have specific needs at this moment.
For many of you, that need is more new patients. So when you get a new product or service, you’re looking to fulfill that need. The purpose of marketing products and services is just that…they’re tools to bring you more new patients.
Notice I said tools. Not THE tool. Anyone who tells you their product or service is the only thing you’ll ever need to bring in new patients is lying. There is not one be-all-end-all method of marketing. There are good and bad ways to market, higher ROI’s, lower ROI’s and complete wastes of time and money.
Why would I say these things when I offer tools like The Ultimate Chiropractic Ads, Decompression Marketing Elite, and ChiroMarketing Academy…even claiming that these are effective, proven and professional (which is all true by the way)?
Simply because I never once claim that these products are the only thing you’ll ever need. They are awesome at bringing in new patients for your practice. Some doctors are getting awesome results (like Dr. Merrit who scheduled 94 patients, 82 of which started care), many others more normal results (around 10-20 new patients per ad.)
But they aren’t the only tool you should use. If one of my ads brings in 10 new patients this month, and your practice needs 20, you don’t throw away the ad and convince yourself it didn’t work. It still brought in 10 new patients for pennies on the dollar! What you do is use 2 or 3 or 4 other marketing strategies to bring in the other 10 new patients. Never just do one marketing method per month. (Yes, that includes just doing referral marketing!)
And if you want the latest, greatest tax strategy or the best way to adjust a fixated calcaneus, the three products listed above aren’t going to do that for you. They are mainly for marketing solutions , with the occasional bonus that helps in other areas.
These days when I buy a product or service, I’m not looking for a totally packaged solution which will solve all my business problems anymore. I’m just searching for a tip, a step, a checklist, or a tool that can improve my current results. These things are still worth lots of money to me, and I’ll gladly pay for a small increase in success. But I’m no longer running from one thing to the next, throwing away what didn’t fit my idea of a magic pill.
So don’t think you have to use one product, throw it away, use another, throw it away, and so on. That’s not how success works. To be successful you have to add 1 good strategy, plus another good tool, plus another, etc, etc. The days of using 100% of chiropractic coach A’s methods, while trashing on chiropractic coach B’s methods is over. The chiropractic profession is no longer ruled by cults!