3 WAYS TO GROW YOUR BUSINESS QUICKLY!

Grow your business through proven strategies to increase your traffic, convert the curious into patients and retain your patients for years to come (all the while, providing additional necessary procedures).

 

Business success doesn’t occur by accident! Henry Ford, Bill Gates, Michael Dell didn’t succeed on a whim. They consciously and intentionally pursued, explored, and diligently worked hard to attain the brass ring. Therefore, so must you!

You took the time and effort to hire a real estate person, find an office space, and secure your loan.  Then, you had that office space built out to your specifications.  After that, you hired contractors to fill your new clinic with phone lines, computer equipment, and medical equipment. One can only presume that your intention was to be as successful as possible.

You were diligent in your efforts to create a suitable location for your medical practice. You secured a beachhead for your enterprise.  Now comes the moment of truth; the time when you must attack your prosperity intentionally!

In this spirit, your task is to raise your hand and to tell the world that you are open and ready for business!  Additionally, your effort needs to cultivate your reputation, to stand out in your area, to become a local expert. In so doing, you can begin to develop your foothold on being considered the “go-to” doctor in town.

We know that this active pursuit of excellence is supposed to happen.  It’s a shame though that far too many doctors don’t approach their business in this manner. There seems to be an attitude that simply by hanging their shingle over their door, patients will come!

Maybe it has to do with the amount of time that passes between a college business course and the actual practice of medicine. Perhaps, it’s in this period from beginning one’s practice to thinking about attracting more patients that the disconnect occurs.  The fact is that from the moment you opened your clinic, the competition was on!

Every business school in the country teaches that business success is a daily struggle for survival. Every day someone is going out of business. Likewise, every day someone is trying to build their business; however, in a crowded marketplace every time a clinic gains a new patient, someone else loses one!

Though you can make the argument that the world is your “patient” oyster, depending on geographic limitations, population density, availability, and opportunity, your pool is not nearly as large as you may believe.

The fact it is that every day your competitors are actively marketing to your patients. If they’ve done a good job of incentivizing, they are doing everything they can to compel your patient to become their patient!

This book has a single purpose: to show you how you can keep your patients (both current and past) from jumping ship and increasing your profits. As we go along, you will also learn to attract more patients and increase your clinic’s traffic and earnings.

Additionally, we plan to show how you can maximize your budget to reap the maximum benefit from your marketing efforts.

Did you know that it costs five times as much to attract a new patient than it does to keep an existing one?

The reason that it costs so much more to attract a new patient is because patient acquisition has a very measurable cost. Let’s face it, and every business needs a steady supply of new patients, but it comes at a high price.

Some of the standard patient acquisition costs center around things like outbound, or traditional, marketing (including advertisements, direct mail, cold calling, and so on). Add to that the costs of event marketing, sales, and business development salaries, set up the maintenance of compelling websites, blogs, social media, etc., these things add up quickly and immediately attach themselves to your bottom line!

That’s why patient retention can dramatically and positively impact profits. According to a fascinating article in Marketeer.kapost.com, titled Customer Acquisition Versus Customer Retention, studies performed by Bain and Company, along with Earl Sasser of the Harvard business school, have measured that even a 5% increase in patient retention can lead to an increase in profits somewhere between 25 and 95 percent.

They go on to point out that: Current patients are more willing to try new services. Existing patients are 50% more likely to try new services and spent 31% more, on average, when compared to new patients, which translates to cross sales and up-sales.

Secondly, you already have the trust of your current patients, so they will be willing to truly listen to what you have to offer (without the standard resistance that comes with a perceived sales “pitch” from an unknown source).  The probability of providing additional services to an existing patient is 60 to 70%, while the likelihood of providing those services to new patients is just by to 20%.

The third benefit has to do with advocacy and trust.  Your current patients are your best advocates which impacts prospective new patients that want to know by what means to be your patients, giving perspective patients a glimpse of the patient experience your brand provides.

A clear model of the benefits of a defined client retention strategy is played out every day with the Disney Company.  Think about it, when most people are asked about their experience at the park they respond with “It was incredible!”  They often overlook standing in long lines, the hot, humid weather, or ever-rising ticket prices.  If the trusted customer experience that has allowed Disney to have an attendance growth over 30 years.  Returning customers trust the Walt Disney brand and know what to expect when they plan to visit for the coming summer.

So, to increase your traffic and provide additional services, you will need to focus on your existing patients. You will need to provide value within your relationship. You will need to create an “experience” for your patients that they know they cannot receive elsewhere.

Once you accept the necessary steps you need to take now you are ready to begin intentionally and with the purpose contacting your existing patients.  According to noted business consultant guru, Jay Abraham, he teaches that there are only three ways to grow a business. What are you doing to increase the income and profitability in your business?

Most people, including me, think that increasing business is a complex giant burden of thousands of possible tactics that one can try; but, Jay Abraham takes the complex and makes it simple.

Just thinking of all your marketing and business activities as falling in one of these three categories will help keep you focused and will quickly give you a boost in revenues and profits. I thought I’d share the three ways to grow a business and several simple ways that you can implement them in your business. Besides, focusing on only three business building categories throughout our business lives doesn’t seem so bad …..… right?!

So what are the three ways to grow a business?  1. Increase the number of clients – get more new prospects into paying customers. 2. Increase the average transaction – get each client to buy more at each purchase. 3. Increase the frequency that the average client buys from you – get each customer to buy from you more often.

What happens to your business when you increase each of these three ways by just 10% each? What happens is you don’t increase your total business by 10% or even 30% — you end up getting a compounding effect. Jay Abraham says by simply increasing each of these three areas by 10%; you’ll grow your total revenue by 33.1%. This improvement creates a tremendous boost in income.

If I said you should grow your business by 33.1%, you might feel overwhelmed, but if I said increase just these three areas by only 10% each, you would believe it’s possible to achieve.

Here’s the math used by Jay Abraham in his book, Getting Everything You Can Out Of All You’ve Got:

1000 customer’s x $100 per transaction x 2 transactions per year = $200,000 Increase by 10% in each area: 1100 customer’s x $110 per transaction x 2.2 transactions per year = $266,200. Just following this simple formula, you could double your business with a 25% increase in each area.

This tactic is what Jay Abraham calls LEVERAGE. When you optimize just one of the variables, growth will be linear. But when you optimize TWO or THREE of the variables at the same time, your growth will be exponential because you’re creating LEVERAGE.

Take an hour and brainstorm ways to increase your business and then see in which of these THREE your ideas fall into then select the best option.

In a very short amount of time, you will begin to see how applying the strategic tactics can significantly impact the business Lifetime Value of each patient.  Here’s an interesting fact to ponder: According to Invesprco.com, 76% of companies see a client’s lifetime value as a significantly important concept for their organization; however, only 42% of companies are able to measure lifetime value accurately.

There’s a famous quote from the legendary marketer and department store owner John Wanamaker that goes like this:

Half the money I spend on advertising is wasted. The trouble is I don’t know which half. That was in the pre-Internet days, and now the situation is compounded. Because online marketing is viewed as being free or nearly free, most business owners waste as much as 85% of their marketing budget on marketing that doesn’t work.

So what’s the solution? You to have access to a system that accelerates the buying process of your services while marketing less.  If this sounds counterintuitive to traditional ideas about marketing,  rest assured that systems are indeed available to provide those solutions.

You need a Sales Acceleration Diagnostic Tool, where you can qickly identify just the few most productive marketing strategies you should focus on and which other strategies to eliminate immediately.

This results of which allow you to invest significantly less time and money to increase your sales in the following areas:

  • Generate more traffic – and higher quality traffic
  • Convert a higher percentage of prospects into paying patients.
  • Turn more single-sale patients into loyal, repeat patients.
  • Increase the dollar amount of the majority of purchases your patients make.
  • Create a steady, reliable stream of high-quality referrals.

The entire premise revolves around a basic understanding of meeting patient’s Grow your businessconcerns.  The stark reality is that you will have tremendous difficulty in increasing your clinic’s traffic if you don’t know what motivates patients to call your office. Additionally, you will have the same challenges in having them receive additional services from you if you don’t understand them.

Here’s the key to successful marketing to both existing and future patients. You MUST be able to address the number one question on your patient’s mind.

Universally, all consumers are motivated by self-interest. Therefore, it is your task to figure out your patient’s concerns. More often than not, that person’s concern deals with the issue that:  there’s a problem they have and they don’t want it, and there is a result they want but don’t have.

As we go along, you will learn some key points to consider and steps to take to convert a higher percentage of patients, to increase the number of services you provide, and to create steady streams of highly qualified referrals.

CREATING YOUR SYSTEM

As we mentioned above, you need to review areas of your marketing and identify assets you already have but aren’t fully capitalizing. Your goal is to reveal a significant opportunity to increase your sales with no cost or risk on your part.

Most practices have established a high level of trust and credibility with their patients. This confidence is an unrecognized asset they rarely use to its full advantage. That means that you’re leaving substantial profits on the table that you could otherwise be making.

While making profits is essential, for this system to function at peak performance, your goal needs to be to increase your patients’ loyalty which occurs when you add value to the relationship.  Commit yourself to being a problem solver and an ace communicator.

The fact is, there are many services related to your own that your patients would appreciate knowing about and buying.  But they can’t always tell which services are good or best, but it’s your practice they want to trust. Because they trust you, you can use that confidence you’ve worked so hard to build to recommend both your services and other non-competitive health providers to your patients and multiply your profits as a byproduct of the confidence you have integrated into that relationship.

This is something you’ve seen done many times but probably didn’t think much about while it was occurring. For example, Amazon is a master of leveraging the trust their customers have in them. I’m a fan of historical novels (or whatever your interest or hobby is). Once I buy a historical novel from Amazon, every few weeks, they’ll send me recommendations of other historical novels I may like.

This saves me the time of having to search out new books, and since I trust Amazon, I’ve bought a number of novels on their recommendation. This same use of trust can be used very profitably by any business, including yours.

When you do this, you can easily see a 30% increase in profits, and I’ve seen some companies increase profits by 50% or greater when the strategy is properly implemented.

Noted business development, Bob Serling, developed an excellent checklist for the joint venture industry which hits on all the things that you will need to create your own patients’ matrix.

He suggests that you begin with a self –analysis.  It should look something like this:

  • List size: ___________________
  • How big is your email list? ___________________
  • How many people on your list are paying patients, and how many are prospect who haven’t bought anything? ______________

Company earnings:

  • How long have you been in business? ____________
  • What is your revenue so far for this year? ________________________

o   Is that more or less than for the comparable period last year?  ________________

  • What is your gross profit margin? ______________

Value proposition:

  • What is the value your services are best known for?

o   Quality – Price – Reliability, etc.   _____________________________________

Product information:

  • What is your most profitable procedure and how much does it sell for? ______________
  • What percentage of your paying patients have already bought that service? _________
  • Is there anything that would prevent your patients from requesting this procedure again? ______

One of the fastest and safest ways to grow your profits is by leveraging the trust you have with your patients to offer them more services they would benefit from. This can be offering your own products (if applicable) to them again or offering other non-competitive companies’ products that are related to yours. Are you currently doing anything like this?

If you have never given this much thought, reconsider your approach towards this strategy.  It makes complete sense when you think about it.

Most companies don’t realize how effective it can be to become a trusted source of additional services. The beauty of this process is that you can offer all kinds of complimentary products or services to your patients without having to produce any new products yourself. And the trust you already have with your patients grows even stronger when you make recommendations that they can receive great benefit.

Does this sound like something you should take advantage of?

The only thing you have to do is explore and discover the right companies to work with when it comes to other products.

You just be building strategic friendships/alliances, those are among the things you do for your patients.  Question, what do you think the dollar value of offering a really attractive product to your patients might be?

Grow your businessIf you carefully orchestrate a few of these deals each year, so as not to conflict with whatever else you’re doing, your profits could be even greater (when you take into account the probability of client exchanges with your strategic friendships). So assuming that you did one or more of these deals every year, what’s the long-range implication of this?

The long range effects of creating these relationships could be very lucrative!   And on the flip side, what would be the implications of not doing this?

The answer to that question may very well be a lot of money on the table.

Presuming that all of the costs and the effort evaluation works out; does this sound like something you’d like to solve right now?

Let’s say that we can turn this to your advantage very quickly, make a number of sales to your patients every year, and keep building additional layers of trust as we go. How would that help you?

Every medical practice is always looking to grow their profits.  This strategy puts you in the position of bringing, even more, value to your patients and that they’ll appreciate you for that. That’s a substantial advantage to have over your competitors.

Think about it, if we accomplish what you’ve just described, what would that mean?

It would be fantastic. You would make more money and lock in a greater market share that your competitors couldn’t touch. 

Quickly and safely increase your sales and profits.

As we have been mentioning, this strategy focuses on offering your patients additional products that you carefully select.

We’ll start with an offer of a particular product (like that we discussed a minute ago). The reason for this is that it takes almost no time or effort to do this. You can have a highly effective email campaign ready to send out in just a few days. So a week or so later, you can be receiving new orders.

Note, at this stage, there is more detail involved in a successful endeavor.  Our team will gladly create the entire campaign for you, and all you have to do is approve the copy, let us know if there are any changes you’d like to have made, then send it to your list. So as you can see, there’s no marketing cost or risk with doing this.

Next, we’ll line up a number of products from other companies that you can offer to your patients. By doing this, you can make strong sales, and you don’t have any development costs or marketing costs. So again, there’s no risk on your part. And your patients will greatly appreciate that you’re getting them a discount on the types of products they’re already looking to buy.

Strategic friendships like this are very attractive to the companies whose products you endorse, as it gives them a distribution channel they wouldn’t normally have. It’s also easy to implement since you already have the ability to contact your patients and you have their trust.

So you can ramp these offers up very quickly. Typically, we recommend making one offer per month. We’ll start by sending your patients an email telling them about a new service you’re establishing that costs them nothing and will give them attractive discounts on products that benefit them and compliment your own services.

We’ll also tell them in this email that if they aren’t interested, they can just opt out, and they won’t receive any of these types of promotions, but they’ll still hear from you with your regular emails. This way, we’re only sending the offers to people who are genuinely interested, and you never lose any patients from your main list.

In fact, we will even assist you in finding the companies for you to create these alliances, and contact them on your behalf.  We present you with a list of potential agreement colleagues, and you’ll have approval rights on all potential associates before we ever contact them.

We’ll offer your alliance associates a split on profits of 50/50.  That’s very fair to both sides as you both gain profits that you wouldn’t see without this alliance.

We will start with your services, and we can have the marketing campaign for that ready to go in just a few days.

While this is occurring, we will start lining up strategic alliance allies. Once we’ve arranged the first alliance, the next step is to create a marketing piece where you recommend the alliance colleague’s product to your patients and give them a discount or some other type of incentive for ordering. Again, we will be responsible for creating the marketing piece, with input and approval from whoever you designate.

In my experience, selecting products that are a great fit for your patients’ needs along with your endorsement to folks who trust you is an unbeatable combination. Most companies find that they can increase their profits by 30%.   Actually, we have seen the results shoot up as high as 70%.

NOTE: Here are some excellent examples from specific clients who have enjoyed great success by exploring some overlooked options.  We have changed their identities because of confidentiality agreements; otherwise, the details are unaltered.  Enjoy!

Dr. Patrick Aberdean:

Dr. Aberdean is a cosmetic surgeon in Beverly Hills, California. 

His practice serves over 7,000 patients.  The average procedure costs $6500 plus, per patient.  On average, his patients were only receiving one cosmetic procedure. 

Dr. Aberdean had an annual marketing budget of $500,000.  He was spending a fortune attracting these patients. 

We created a marketing campaign for his practice.  We sent each of his patients a personal message inviting them to explore having another procedure.  Each patient received credit voucher of $1200 as an incentive.   

The offer was successful, and 118 of these current patients opted to have another much-wanted procedure. 

The results were as follows: Gross sales totaled just over 673,000 dollars.  All of this was achieved without committing any additional money towards his marketing or advertising budget. 

We simply contacted his very best sources for accelerated sales — his already existing patients!

We taught Dr. Aberdean to focus on those patients already believed, trusted and loved him. Plus, he has helped his patients transform their lives, boost their confidence, and feel better about their lives.  Best of all, he didn’t need to convince them of anything! 

There’s an extraordinary amount of wealth and immediate cash flow opportunity in your existing database waiting for you.  Dr. Aberdean received the much-needed influx of cash for his practice. 

His patients were acknowledged and given an incentive to do something positive for themselves.

 

Robert Melden:

Graphic  Arts advertising business in San Diego California. 

Mr. Melden’s company had over 10,000 existing clients that each paid over $5000  per year for a design license. 

His Graphic Arts business offers 14 different products ranging from $5000 to $25000 per year.  Each of the 10,000 existing clients purchased only 1 or 2 of the available 14 products. 

Our team created a direct marketing campaign that was implemented these tactics within seven days.  Each of the existing clients was given a credit voucher in the amount of $1,000.  They could utilize the voucher towards any product they wanted. 

The results yielded the following results:  227 existing clients purchased at least one or two products. Gross profits totaled just over $1.36 million dollars. 

Why did this work out so well? 

As we’ve been discussing, it’s the building up of trust.  The already existing clients are huge fans Mr. Melden’s services.  They knew the value of what they were purchasing. They already received very profitable results from what they had previously purchased.  Additionally, they were acknowledged and given a great reason to purchase more (added value). 

The best part of this strategy, there was zero client acquisition costs. 

We now duplicate this campaign three times per year resulting in millions of dollars in gross profit. 

May we do the same for you?

 

Potential gains the patients will get                   

There is one more important factor to consider here.  While we recommend making one offer each month, all it takes is four good products to do this.

You see, at any given time, only 2% to 7% of your patients will take advantage of Grow your businessan offer. This statistic is true for offers of your own services too, which you can easily verify by checking your sales and activity records.

This low conversion rate can happen for several reasons.  Sometimes the timing isn’t right for a patient, they are too busy, or they may not need for your strategic colleague’s product or your services at that time. But all that changes for different people at different times. So by identifying, for example, four different services that provide to your list, we can rotate each service through three times per year. And that’s a major factor in making this easy to increase your profits by 30%.

For example:  If you are a child psychologists, it is reasonable to deduce that a patient may have multiple needs (that maybe they haven’t expressed yet). You could offer special events and courses to build self-esteem, combat bullying, essential tools to fight off depression, or basic clinics for parents dealing with behavior issues, and so on.

So let me ask you if we were to achieve that increase of a 30% mark with your services, and your alliance colleague could achieve the same, approximately how much would that be worth to your business?

Since we’re working on a 50/50 split with your strategically, the additional profit goes straight to your bottom line.  And then there’s the intangible of building even greater trust, which allows you to keep your patients rather than having them give their loyalty to one of your competitors.

Conclusion:

Those are the recommendations we have for you that will increase your profits substantially without any cost or risk on your part.

You will need to create a system that can be leveraged to capture 30% to 200% more leads; one that immediately converts substantially more prospects to paying patients increases the average amount of every sale you make, and develop successful referral programs with several strategic allies,

Or, would you prefer to do them on your own or would you like my help?

Our proprietary Sales Acceleration Diagnostic Tool will quickly identify the most productive strategies to apply in each of these areas, many of which you’re currently overlooking. Then we will help you leverage those tactics to accelerate your sales rapidly.  Plus, our pay only for results guarantee removes all the risk on your part, since you only pay for our services once they’ve produced measurable results.

We require a modest retainer to begin work, then the balance of our fee is paid only after you’ve banked your profits. Is it any wonder then, that our satisfied clients report results like these:

 

Dr. Berstien

Dr. Berstien owns and operates a Statewide Association for Medical Professionals.   The Association has over 1500 members.  There are two membership options available to each member of the group: either a free or Premium membership plan.  Premium membership costs 395.00 per year.

In our initial interview, we inquired about things like:

What are the benefits of being a Premium Member versus a free membership?

What extra value components come with a premium membership?

What value is there for even joining the Association?

What benefits exists for free members? 

Dr. Berstien told us about a valuable benefit of being an Association Member.  Every day the organization distributed “red hot” prospective patient leads to all members both free and premium.

When Dr. Berstien mentioned that there was no difference whatsoever between both forms of membership benefits, we were compelled to ask a very significant question:  If both free and premium memberships receive exact same benefits, “What incentive is there for a member to pay $395.00 per year?”

There wasn’t an answer to the question.

Here is what our team strongly suggested:

  • Premium members only receive the red hot daily prospect patient leads.
  • Since the average lifetime value of each patient that is being referred from the Association to the awaiting doctors in the group far exceeds $4500, this presented a significant enticement.
  • Therefore, this created a huge benefit and incentive for everyone to join the premium plan.
  • For the small fee of only $395.00 per year, premium members would receive several prospective leads potentially worth thousands of dollars.

We created a highly successful direct response marketing campaign; and, all 1124 members of the free membership plan received these promotional pieces.  The letter we sent out included many case studies from very happy premium members.

We also included a very specific call to action along with an ending deadline on the offer.

We received an immediate 32% response on the direct mail piece when 360 previously free members responded and converted to the $395.00 per year premium member status.

This one-time campaign increased gross revenue to just over 1.36 million dollars per year.

We have very successfully implemented this campaign twice per year with similar results.

Your most profitable cash surge strategies involve marketing more often to your already existing patients.

The best part, besides the obvious increase in profits, is that these hugely profitable campaigns can be implemented quickly; they can be up and executed in one to two weeks.

Our innovative and creative marketing team can do these cash surge campaigns for you!

Right now, is the very best time to get started.

 

Dr. Larry Pine

Dr. Pine is a dental implant specialist.  He has an existing database of 3700 patients. 

Dental implant surgery is expensive compared to most dental procedures.  Having missing teeth is an embarrassing problem that can easily erode self-confidence.  The average fees can cost upwards of $4300 per tooth. 

Dr. Pine’s patients know, like, and trust him and are extremely loyal. 

Cash flow can often be sporadic and unpredictable.  Dr. Pine was frustrated and worried about the future of his practice.  His advertising and marketing efforts produced rather dismal results. 

Our team created a direct response marketing campaign for him.  We rewarded his present patients with a unique and powerful offer.   

We created a “Thank you” gift voucher in the amount of $500.00.  The coupon was a special one-time-only fee reduction of $500 dollars per implant.  Again, the letter included several case studies from satisfied patients along with a specific ending date. 

A very compelling and emotionally charged letter was crafted in a very conversational tone.  His patients later stated that they had the feeling that they were speaking one-on-one with Dr. Pine in that letter.

As a result of that letter, 218 existing patients all scheduled appointments and had procedures performed.  Dr. Pines practice got an almost immediate, and much-needed, cash flow surge. 

The strategic campaign our team created exceeded Dr. Pines expectations many times over. 

Total gross revenue was just over $1.27 million dollars.  We have since created very similar campaigns for Dr. Pine that are implemented by our team four times per year.

 

We sincerely want you to realize similar or even more dramatic results for your practice.  However, it is important to note that though the example we document in this book went quite well, this is not a guarantee of future results!  There are a lot of variables that go into these results. 

We have helped practice owners just like you to realize cash-flow surges in a very short time.  Most of our creative campaigns usually happen within a one to two week period. 

The only difference between your practice and those of our clients is…………… Action! 

There is no substitute for taking decisive action within short time spans.  We provide you with our exclusive, unique “results-only” guarantee. 

When you contact our office via phone, email, or text message, our team members will schedule your free proprietary diagnostic cash surge session.  These sessions usually run about 15 minutes and will provide you a clear plan of action. 

WE will give you all the details you need to do this for yourself.  Let’s face it; we live in a “DIY” world, this may be something you want to tackle on your own.  Just between you and I, most of our clients opt for our team to do all the heavy lifting for you. 

There you have it. 

Our only recommendation for you is this:  Take some form of action right now.

If not now, when? 

We have a current and time-limited special incentive for early action takers like yourself.  Grab your free 15-minute profit surge diagnostic session while it’s still fresh in your mind.  Who knows, this could be one of the most profitable decisions you’ve ever made for the present and future of your practice!

We’d be happy to run our Sales Acceleration Diagnostic Tool for your business at no cost and let you know which areas of your marketing hold the most potential for significantly increasing your sales.

 

 

 

 

 

10 Proven Business Techniques For More And Better Patients

Are sick and tried of advertising with no guarantee of results? At last there is a proven method for attract more and better patients!

Webster’s dictionary describes a commodity as a class of economic goods; especially an item of merchandise (such as soybeans) whose price is the basis for future trading.  If you want your clinic to grow, and to get more and better patients, you need to break free of the commodity trap!

We live in a world where your patients have more options than ever before! The fact is that patients are loyal to doctors and not to practices.  However, if the only thing that separates you from your competitors is price then you have become a commodity. Your value has been reduced to the lowest common denominator — cash! You will only get more and better patients if you provide value well beyond a price-point.

As you read this, think back to when you initially opened your doors. Did you intend to open a practice that was only distinguishable by the prices you charge for the services you provide? A clinic where the only discernible difference between you and your competitors is that the decor and color of the scrubs you wear?

As you read further, you will see many examples of things you can easily do to connect more fully with your patients. In so doing, you will also gain greater insight of your patient’s needs while reaching them!

First and foremost, to attain the success you desire, you must take personal responsibility for your promotional efforts. You may not be well-versed in marketing and advertising, but you need to align yourself with someone who is.  Your clinic’s survival literally depends on it!

Additionally, according to the Harvard Business Review, it is up to 25% more expensive to acquire a new patient than to retain existing patients.  Further, Frederick Reichheld of Bain & Company states that increasing customer retention rates by 5% increases profits by 25%-95%. So the motto of the story is, you don’t have to spend time and resources to get new patients, you just have to make the ones you have happy.

Jill Avery (lecturer at Harvard business school) states that “churn rates’ provide important and measurable matrices.  This matrix is important because it focuses directly on the lifetime value of a patient and your return on investment.  It’s not just marketers who look at churn, many investors use the metric to evaluate the underlying health of a firm. The higher the churn rate, the more they question the companies viability. Therefore, it’s not just understanding that patients leave, it’s about understanding why they leave.  Then, you must make a concerted effort to make sure that the rest of your patients don’t follow suit!

If you have never considered the value, over a lifetime, of each patient you are in for an eye-full!  The lifetime value a patient represents is an easily calculated formula. You simply calculate the amount of revenue you receive from a patient each time they visit. You would then multiply that figure by the number of times per year they visit. Finally, you would multiply that amount by the average number of years that you retain your patients. As I’m sure you can see, each patient represents a significant amount of revenue to you.

You will also notice that losing patients means that you are handing over thousands of dollars to your competitors. This is not to say that you can’t be discriminating. There is no reason not to exclusively work with your favorite patients. You simply have to be more astute with your promotion and content.  You may even wish to explore strategic affiliations to increase the numbers of desirable patients.

“65% of a company’s business comes from existing customers, and it costs five times as much to attract a new customer than to keep an existing one satisfied.” Source quoted as Gartner.

You should now do some calculations to fine-tune and identify more and better patients. You need to evaluate the quality of your More and better patientscurrent patients. Essentially, you need to determine which patients represent the 20% that provides you with 80% of your annual revenue. Once you establish this number, you then figure out what their primary concerns are. For example, if these patients represent chronic migraines, and you would then target your marketing for that specific ailment.

Stay very close to your patients, so you know their exact needs, today and tomorrow. Your aim is to be irreplaceable as their healthcare provider. Continue reading 10 Proven Business Techniques For More And Better Patients

The Secret to Business Success: Intentionality

Ultimately business success depends on human intentionality which is the most powerful evolutionary force on this planet.           — George Leonard

Business success doesn’t occur by accident! Henry Ford, Bill Gates, Michael Dell didn’t succeed on a whim. They consciously and intentionally pursued, explored, and diligently worked hard to attain the brass ring. Therefore, so must you!

You took the time and effort to hire a real estate person, find an office space, and secure your loan.  Then, you had that office space built out to your specifications.  After that, you hired contractors to fill your new clinic with phone lines, computer equipment, and medical equipment. One can only presume that your intention was to be as successful as possible.

You were diligent in your efforts to create a suitable location for your chiropractic practice. You secured a beachhead for your enterprise.  Now comes the moment of truth; the time when you must attack your prosperity intentionally!

In this spirit, your task is to raise your hand and to tell the world that you are open and ready for business!  Additionally, your effort needs to be to stand out in your area, to become a local expert. In so doing, you can begin to develop your foothold on being considered the “go-to” DC and town.

 “A goal without a plan is just a wish.” — Antoine de Saint-Exupéry

To become that local expert, you must approach every promotional effort with Business success with intentionalitythese primary objectives in mind: Every advertising piece should have a strong and compelling headline. Your content should allure and appeal to people’s self-interest. You must provide a tantalizing offer.  You must clearly define your unique stature in the area (your brand). And, you must provide testimonials for those prospective patients who don’t know you and need reassurance.

This is the point at which many chiropractors ask vital and telling questions:  “So, what do I say in my promotional pieces (other than the obvious — I’m a DC)?  How do I know who I’m supposed to reach? Because at this stage of my career, I treat everyone!

The questions listed above are extremely legitimate! I find that many doctors, though they excel at medicine, they don’t often have the time handle the marketing. What they do have, is an abundance of knowledge. Use your knowledge as currency, which if done properly, can reach and touch multitudes. Continue reading The Secret to Business Success: Intentionality

5 Secrets for Building Deep Patient Pools

If your desire is to create successful and predictable marketing campaigns; you’ve come to the right place!

What you share with your patients determines your desired outcome — developing deep pools and long-term relationships is directly tied to successful and predictable marketing efforts!

The sole purpose of advertising is to say to the world “Hey, I’m here and ready to serve your needs!”  Also, the only point of sending periodic notes to your patients is to give them information they want!  Successful and predictable marketing shouldn’t be some random thing that is merely thrown together.  You want to provide information that compels.

*Note, these correspondences include your e-mails, newsletters, special reports, etc.

Why? Because reliable and authoritative content builds loyalty within your patient base.  The more fidelity you build, the more consistent business you can count on, and the greater the referral possibilities.  By providing valuable tips, in easy to understand portions, on the topics your patients need, you create that allegiance.

You will be building upon your reputation as the authority in a particular ailment within your field.

Again, why is any of this so important?  There is an excellent article in HelpScout.com, titled the “The art of customer loyalty,” explains this principle succinctly:  In a world where your competitors are only a click away, customer loyalty really is the new marketing. Today’s customers have access to an endless amount of information about your business, and research shows that they’re ready and willing to stop dating around and stick with companies who go above and beyond to create a fantastic customer experience.

Therefore, if your intention, when sending out your communication pieces,  is to touch, educate, compel and build deep bonds with patients, then you have to make sure each piece is read.  Successful and predictable marketing

As you read on you will learn strategies  to achieve that very topic.

As such, the cornerstone of your practice’s prosperity is a proper communication strategy which yields both successful and predictable marketing campaigns.

What if every time you send an email to your patient, that email was received by that recipient with excitement?  An essential aspect of successful and predictable marketing includes superior branding.

Brand (ing): The marketing practice of creating a name, symbol or design that identifies and differentiates a product (your service) from other products. An effective brand strategy gives you a major edge in increasingly competitive markets.

A properly developed brand identifies you as the absolute “go-to” doctor in the Continue reading 5 Secrets for Building Deep Patient Pools

Important Lessons – How Online Marketing Won 2016 Election

Online marketing is real, and it won the 2016 election!

Regardless of which side of the political aisle you sit on, the facts are in, and the brilliant use of online marketing won the day!  This should by a classic lesson for every Chiropractor wishing to attract more and better patients!

Let’s face it, the current economic conditions haven’t been kind, and have touched everyone.  To overcome, succeed and excel, you need to adopt better marketing techniques.  Further, if you are using online promotion, you will want to read this blog and upgrade what you’re doing.

The online phenomena was first mastered and seen four years ago during the Obama-Romney race.  Actually, we saw it at its earliest stages during the Obama-McCain run.

According to noted marketing and sales strategist, David Meerman Scott, author of “News Jacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage.”:

“We live in a 24/7/354 world, second-by-second news environment!  The most prosperous and savvy operators realize there are new ways to generate media attention.

The rules have changed.  The traditional PR model—sticking closely to a pre-set script and campaign timeline—no longer works as before. Public discourse now moves so fast and so dynamically that all it takes is a single afternoon to blast the wheels off someone’s laboriously crafted narrative.

To be effective, you must launch your business ahead of the competition and attract the attention of highly-engaged audiences. You do this by taking advantage of breaking news.  Additionally, you do that by generating attention and growing business in a real-time world.

Our always-on, web-driven world has new rules for competing and growing business. ‘Advance’ planning is out and agile is in! Those who embrace new ways will be far more successful than those who stay stuck and afraid to change.”

Recently, he wrote and interesting piece and an accompanying video on th 2016 Campaign.  The piece is titled: How Inbound Marketing and Sales Decided the 2016 US Election.  He believes that Donald Trump won because he understood his buyer personas better than the Clinton campaign.  He passed that information via his online domination.

Meerman-Scott says that Trump created a strong, memorable message from the moment he announced his candidacy in 2014. “Make America Great Again” (#MAGA) captured his promise to buyer personas. People all over the country knew the slogan. Trump used inbound marketing to make himself the 45th President of the United States. Continue reading Important Lessons – How Online Marketing Won 2016 Election

5 S.E.O. Tactics You Must Start Doing IMMEDIATELY!

We’ve all heard it, if you want to attract more patients, you MUST improve your SEO!

 

To begin with, for those readers that are less tech savvy than others, Search Engine Optimization (SEO) is the process of improving the visibility of your website in an organic (“natural” or unpaid) way.

Therefore, the above statement is fine and well, but how exactly is that optimization achieved?  In our many conversations with Chiropractors, we find that it falls upon many of these doctors to generate new business.  Actually, we have similar conversations with doctors in other disciplines as well such as Dentists, Veterinarians, or Pediatricians and they too tell us that they are the ones who write their sites blogs and articles to attract more patients.

At the end of the day, there is an undeniable fact that a medical practice is a business.  As such, it is subject to the same realities of every business — if you don’t get more patients, you go out of business!

Whether you are the person responsible for blogging or not, your content must attract patients!  Moreover, it must draw those patients from a finite geographical pool.

Therefore if your content doesn’t draw patients in, your advertising is reduced to the equivalent having a billboard in the middle of the desert.

When we refer to “Content Marketing,” we mean creating and sharing valuable information to attract and convert prospects into patients.  Additionally, impress them enough so that they emerge as repeat buyers of your service.

The type of content you share is closely related to the service you provide.  In other words, you’re educating patients so that they know, like, and trust you enough to do business with you.

Examples of this would depend on your particular specialty, such:

  • If your specialty is in sports medicine: Treat Your Own Rotator Cuff
  • If your specialty is veterinary chiropractic care, you may wish to write something like: Where Does My Horse Hurt?  Consider writing a blog providing a hands-on guide to evaluating pain and dysfunction.
  • If your specialty deals with pediatric chiropractic care, write about that, etc.

According to Whatisseo.com, “A successful search engine optimization campaign will have, as part of the improvements, carefully select, relevant, keywords.   Then the ‘on-page’ optimization will be designed to make prominent for search engine algorithms.  SEO is broken down into two basic areas: on-page, and off-page optimization. On-page optimization refers to website elements which comprise a web page, such as HTML code, textual content, and images. Off-page optimization refers, predominantly, to backlinks (links pointing to the site which is being optimized, from other relevant websites).” Continue reading 5 S.E.O. Tactics You Must Start Doing IMMEDIATELY!

10 Secret Benefits of Instagram for Your Medical Practice

How do you stay in front of your patients throughout every lives’ cycles?  Highly successful marketing requires that you stay in touch with your patients during the course of the year — enter Instagram.

 

Few doctors realize that the sales process has multiple levels of opportunity; even less (those who do realize it) do anything about it.  So how do you stay in front of your patients has their lives evolve?  Moreover, how do you do it cost-effectively, efficiently, and reach as many people as possible?  The answer may lay in an area you are currently overlooking, social media, specifically Instagram.

Incidentally, the multiple levels of opportunities are referred to as a patient’s unique buying cycles.  In this case, these cycles are considered secret benefits because to those doctors that can tap into these key and specific points, there are very lucrative benefits.

“There was a time when social media was considered by some as a passing fad. Something that “the kids” were using that business could never really benefit from. Over time, the skeptics were proved wrong. There are over 3 billion internet users—and over 2 billion of them have active social media accounts.”

Popular social platforms have become marketing giants, offering businesses valuable data about their customers and a (mostly) free way to reach them. The jury has spoken: social media for business is no longer optional.

Recently, Emily Copp wrote an excellent article for Hootsuite.com, titled “10 Benefits of Social Media for Business.”  For all those readers who believe that social media has no place in their marketing, please read on!

Ms. Copp points out that today, most of our social interactions are infused with visuals – snapping a quick photo to text to a friend, posting a selfie at a bar, or killing a few minutes scanning through newsfeeds filled with photos and videos.

The impact of the rise of visual content on social networks is most apparent on Instagram.  As a result, many medical practices are scrambling to understand how to best use Instagram benefits.

Instagram’s rise has been astronomical – and understandably so.  We’re visual creatures, which is why content like photos, videos, and gifs have such great engagement rates.

And Instagram is so huge because building a social network that connects people solely through visual elements is a powerful way to capture – and sustain – our attention.

Brands and marketers have raced to capitalize on the immense growth of the social platform and many are successfully learning how to sell on Instagram.

Brands that excel in mastering social commerce trends like this know something that companies who flop don’t: Instagram photos convert.  Additionally, you’re not getting the full benefit of Instagram because you don’t know the real secret to using these photos for marketing! Continue reading 10 Secret Benefits of Instagram for Your Medical Practice

Powerful Headlines Equal Advertising Success!

“The headline is the most important element of an ad. It must offer a promise to the reader of a believable benefit. And it must be phrased in a way to give it memory value.”  — Morris Hite

 

Every day a business entity goes out of business!  Why?  Very often it is because of a lack of new patients.  So, how do you attract more patients?  You advertise!  But what if you do advertise; yet, your ad doesn’t attract a single call?  If you want to attract more patients, your message MUST grab their curiosity and pull them in!  So how do you do that?  First, you write a compelling headline!

The power that a well-written headline adds to your advertising is immense!  The study of the effectiveness of headlines is a principle component of all advertising and marketing education!

But why is a headline so important?  According to a 2014 article in The New Yorker Magazine, author Maria Konnikova writes that “a headline determines how many people will read a piece, particularly in this era of social media. But, more interesting, a headline changes the way people read an article and the way they remember it. The headline frames the rest of the experience. A headline can tell you what kind of article you’re about to read—news, opinion, research —and it sets the tone for what follows.

Psychologists have long known that first impressions do matter—what we see, hear, feel, or experience in our first encounter with something colors how we process the rest of it. Advertising messages such as print ads and articles are no exception.

Just as people can manage the impression that they make through their choice of attire, so, too, can the crafting of the headline subtly shift the perception of the text that follows. By drawing attention to certain details or facts, a headline can affect what existing knowledge is activated in your head. By its choice of phrasing, a headline can influence your mindset as you read so that you later recall details that coincide with what you were expecting. ”

As you can see, the way you present your chiropractic services, benefits, incentives and offers set-the-tone for experience the reader can expect!  HeadlinesAdditionally and pragmatically, if your ad doesn’t grab the attention of all prospective patients reading the same ad immediately (which may be right next to your biggest competitor’s ad), your ad becomes invisible, impotent, and you wasted your advertising budget!

According to marketing legend, David Ogilvy, “Write great headlines and you’ll have successfully invested 80% of your [advertising] money.  Further, on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Continue reading Powerful Headlines Equal Advertising Success!

Why Social Media Is Essential for Business Success

Fact, in this modern electronic world, social media is essential for your business growth!

 

It seems that every day the world is moving faster and faster, and the pressure to build and strengthen your medical practice is that much more intense!  As such, as members of society are reaching out and connecting in record numbers on a multitude of issues, including business referrals; it is more important than ever for chiropractors to embrace this truth:  Social Media is Essential For Your Business Growth!!!!

To strengthen the social media reality further, many reports and articles pointing out staggering numbers like:

  • Online adults aged 18-34 are most likely follow a brand via social networking (95%). (Source: MarketingSherpa) Think about your audience and see where they are most likely to follow your brand.
  • 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others. (Source: Ambassador) Use social media as an effective customer service tool to increase brand engagement and win new customers. 
  • There are 1.65 billion active mobile social accounts globally with 1 million new active mobile social users added every day. (Source: We Are Social) Make sure to optimize your mobile social media campaigns and since mobile ads are relatively cheap and easy to produce, test multiple versions to see what works the best. 
  • 96% of the people that discuss brands online do not follow those brands’ owned Social Media is Essential For Your Business Growthprofiles. (Source: Brandwatch) Companies need to go beyond their channels and monitor those unbranded conversations to gain valuable insights and manage brand health.
  • Visual content is more than 40 times more likely to get shared on social media than other types of content. (Source: HubSpot) Flying Point Digital has a great post on how to create an innovative content strategy on social media.
  • There were over 4.4 million videos uploaded directly to Facebook in February 2016, generating over 199 billion views. (Source: ReelSEO) Video marketing is a powerful tool that personalizes your brand and increases conversions.
  • There are 40 million active small business pages on Facebook, but only 2 million of those businesses pay for advertising. (Source: Brandwatch) Therefore, small-sized companies should consider paying for Facebook ads to gain visibility and surpass competitors relatively easily.

*  Source: Dreamgrow.com 

The figures above are quite compelling.  If nothing else, from the perspective of attracting new patients, they are interesting.  Even the most cynical among us must concede that a serious argument can be made for the notion that social media is essential for business growth.

Additionally, in a recent Huffington Post article, titled Why Social Media is Essential for Business Success, author Harmel S. Rayat (who is a prolific investor, entrepreneur, business owner and author of his right)sums up the advantages to your medical practice quite succinctly.

Mr. Rayat writes, I’m often surprised at how many CEOs refuse to use social media. Perhaps they feel that having a social presence could be risky. Perhaps they fear that saying the wrong thing could ignite a PR nightmare – a firestorm not easily extinguished. Or, maybe they worry it could open them up to disgruntled customers who could threaten their company’s reputation.

On the surface, this seems to make a lot of sense, but based on my experience, a social presence is a necessity for success.

Social media ‘sociability’ shows that I’m listening; that I’m open to engaging in conversation and comfortable with technology. In short, it shows I’m a human being.

In fact, setting up a Twitter account and my blog was the best thing I ever did. Not only can I communicate with my friends and co-workers, but I’m also better able to tap into my intended core audience.

Remember, constant communication is key to growing a business. I’m the first to say that there’s no immediate value to penning a blog or tweeting a message to followers. It may even take valuable time out of my day. But the long-term benefits are difficult to ignore. Blogging, for example, helps nurture ideas. It also helps me build an audience and a following.

I now have more than 700 Twitter followers that I can speak to and listen to daily for inspiration and ideas I may not have thought about. Often, this ‘social’ interaction helps me shed further light on projects I’m working on.

I’m often surprised at how many CEOs refuse to use social media. Perhaps they feel that having a social presence could be risky. Perhaps they fear that saying the wrong thing could ignite a PR nightmare – a firestorm not easily extinguished. Or, maybe they worry it could open them up to disgruntled customers who could threaten their company’s reputation.

Continue reading Why Social Media Is Essential for Business Success

Chiropractor Advertising Mistakes: How Many of These Costly Patient Repelling Errors Are You Making With Your Advertising?

Chiropractor advertising mistakes: if your advertising results don’t deliver a steady stream of new patients, chances are you’re making costly, but correctable, errors!

 

The only purpose of advertising is to generate higher profits for your chiropractic practice! Your ad MUST be a salesperson in print, online, on the radio, in your television ad, etc.  Unless your ad convinces the patients to pick up the phone and call you or come into your office, your ads are useless; also known as “Chiropractor Advertising Mistakes.”  Sadly, depending on the type of error, you even be pushing potential business directly to your competition!

If you look at many chiropractor display ads, you will quickly notice that most of the ads look alike, and they say the same things.  Worst of all, they all have nearly identical advertising mistakes, such as: “Free Consultant”, “Back Adjustments”, and “Chiropractic Care for The Entire Family.”

* Though all these services and details are important, and they all stand on their own merits!  Unfortunately, as it applies in most cases, the only elements that change in the ad are the names of their practice.

Though many (if not most) media conduits provide their basic elements, essential ingredients, and software for an ad.  Too often they [the media outlets] just offer some variation of a cookie-cutter formula for their “advertising platform.”  Which is fine for their needs; however, too often some essential “components” are left out of your ad.

The importance of these elements becomes apparent when you look at your advertising from the perspective of what your ad (In a magazine for example, but it applies to all other mediums as well.  For simplicity, for rest of illustration we will use print advertising) is indeed designed to do for your medical practice.

Every ad is created with two purposes in mind:  1) To attract a stream of new patients; and, 2) To have those patients who see your ad choose your practice over everyone else in your field and demographic area.  Unfortunately, your competitor is counting on the very same benefit!

Print advertising is a medium that allows your biggest competitor to sit next to you in the periodical for easy comparison. Whatever your advertising medium, shortly after your ad appears, or is heard, your competitor’s ad will also be seen or heard. Therefore, as part of your marketing strategy, you have to do everything you can to stand out.

“What business strategy is all about and what distinguishes it from all other kinds of business planning is, in two words, competitive advantage. Without competitors there would be no need for strategy, for the sole purpose of strategic planning is to enable the company to gain, as efficiently as possible, a sustainable edge over its competitors.”  ― Kenichi Ohmae

To stand out and have your next patient pick up the phone and call you is beyond important.  It is life and death (for your medical practice).  Your ad must be Chiropractic Advertising Mistakesdifferent!  Shockingly, some chiropractors merely state their name in their ads, and besides a phone number — that’s all.

Interestingly, every consumer has one trait in common with every other buyer.  We all like to buy; we just do not want to be sold!  Additionally, we buy using unique triggers that appeal specifically to us; in marketing terms, it is called the “What’s in it for me?” quotient. Continue reading Chiropractor Advertising Mistakes: How Many of These Costly Patient Repelling Errors Are You Making With Your Advertising?