Redundancy is not always a bad thing, why do you think refresher courses exist? Sometimes we need to be reminded of the things that seem obvious, but are often overlooked. Providing your staff with some marketing 101 training is important, retraining from time to time is essential, but no training is guaranteed missed marketing opportunities.
Unfortunately, marketing can often be overlooked or forgotten. When I had my practice, my staff was in charge of all referral and direct mail marketing. More often than not, when they got busy, especially if we experienced higher volumes of patient visits that week, marketing would be pushed to the back burner. It would get done but not in a timely manner, which meant more missed opportunities.
Now that online marketing is essential in the chiropractic marketing mix, if I still had a practice, my staff would probably take on this task too. Now we’re looking at multiple lanes of marketing that could easily be overlooked if not watched carefully.
Obviously if your practice is so busy that your staff can’t keep up with simple marketing tasks, you might need to hire a marketing assistant for your office. Even so, you still need to keep staff accountable for completing their tasks so things like marketing don’t fall through the cracks.
This is why I liked having weekly staff meetings. If done on a weekly basis, the meetings were shorter and tasks such as marketing, tracking stats and insurance payments or the status of claims, were more likely to be up to date if my staff knew they had to have reports ready to bring to the meeting.
I also used this meeting time to set goals for my staff. The goals usually had a reward if met, therefore my staff was eager to meet their assigned goals, especially if the reward was monetary.
Maybe you’ve recently hired new or additional staff. When this happens, is marketing part of their training?
Are you sharing with your staff that your goal is to attract and pull in more patients? My philosophy; “Your goals should be their goals”
Training and cross training will only help your staff in the long run because it will become rote in their interactions with existing patients and new patients. Equipping your staff with this marketing mindset along with the knowledge of how chiropractic can benefit a person’s health, will give your staff confidence and pride in their career and this will be seen when they share about their job with others outside of the work environment.
It’s a fact that one or more of your staff will at one time or another encounter a hostile response when asked where they work. This can happen in person or on a social media site where there are others listening or watching. It is to your benefit to educate your staff on how to effectively respond to those types of attitudes, if not for the person who is being unkind, but for those who might be watching to see and hear the reaction to this type of mentality. Train your staff to know how to diffuse these situations without getting caught up in an argument. A simple short answer like; “Chiropractic care helps many people, you should drop by our office and we’ll give you a tour”.
Training and retraining your staff in simple marketing techniques is really an extension of your practice building.
Agreeably there are many types and levels of chiropractic marketing. While most of your chiropractic marketing, like chiropractic ads and your website should be handled by you or your marketing assistant, there is some marketing that should always be handled by your staff.
Below are some simple lanes of chiropractic marketing that all staff members should be trained in. Of course any marketing sent out from your office should be supervised, but there are several things that can be done independently.
- Referral marketing (S)
- Some online and all Social Marketing (I) with consent or supplied suggestions
- Email marketing (S)
- Direct mail marketing – Reactivation, Existing and Targeted (S)
- In office marketing (I) with supplied suggestions
- Securing Testimonials (I)
- Whiteboard marketing (I) with supplied suggestions
- Promoting chiropractic through conversation on phone and in person (I)
I wouldn’t be concerned about giving your staff a lot of responsibility with your marketing, you might be surprised how much they enjoy the challenge.
“High achievement always takes place in the framework of high expectation.” ~Charles F. Kettering