10 February 2013, by tpotisk
A new book for doctors about marketing and advertising for chiropractic practices is in development.
“If your business is not worth advertising, then you should advertise it for sale.” – BJ Palmer
The focus of the book is new patients, patient retention, and patient reactivation/recall to help DCs prosper, thrive, and reach more of their community with the wondrous gift of chiropractic.
Contributions of content are welcome from those with proven products, procedures, systems, and experience with expansion of chiropractic practices.
Chapters include but are not limited to:
- Why market your practice?
- External events/promotions
- Internal events/promotions
- Social media/internet
- Community involvement
- Patient education
- Patient reactivation/recall
- PI Marketing
- Para-professional Networking
- Ultimate Spinal Screenings
- Direst mail
Contributions of content are limited to 500 -1500 words and are welcome to contain links and contact information for purchasing of products and services. Email submissions before the deadline of September 1, 2013 to the author Dr Tom Potisk.
Here is the brief introduction for the book:
Introduction: Chiropractic Marketing Power
I bet you are a lot like me- we hate getting stuck. Whether its stuck waiting for an airplane, in the snow, in a traffic jam, standing in a slow moving line, or even in some relationships. That frustrating feeling of not going anywhere is the same pain many chiropractors feel with their practices.
Occasionally I meet a DC who seems content with or at least accepting of their level of stagnation, perhaps having maxed out their mastery of their technique, communication, or management skills. But they don’t stay content for long, eventually succumbing to the non-stop forces of inflation and/or competition.
So, what can a doctor do? Is there a solution to keeping our hard earned reputations and levels of productivity and income from gradually fading? Yep, and it’s done using proven and powerful marketing techniques.
Marketing is to a chiropractic practice like gasoline is to a car. Sure, a car can keep coasting for a while even after running out of gas, and it may even pick up speed if going downhill, but without gas it eventually slows and stops. Likewise, a chiropractic practice can coast sometimes quite nicely especially when the economy or insurance are good, but without consistent and well done marketing it will never attain an unshakeable level of prosperity and thrive perpetually.
There is no shame in ethical marketing. Why wouldn’t a DC want more people to know what chiropractic and their practice can offer? There is no doubt that referrals from satisfied patients sustain and grow a practice like nothing else – that’s a given; but consider the concept that relying and depending on just that is darn right selfish! What about all the other suffering people in your community that may never hear about you or even worse – the beauty of chiropractic health care? And lets not forget that marketing stimulates referrals – sweet!
You and I have an obligation to reach out with our “sacred trust” of chiropractic, not just in our practices but to each and every member of our community. It’s a wonderful gift worthy of sharing.
I invite and challenge you to join me on this journey, not to just build big practices or incomes, but to someday end our careers with huge smiles knowing that we did all we could to help humanity with the gift we’ve been blessed.
“If your practice is not worth being advertised; then you should advertise it for sale.” – BJ Palmer.
The proven tips in this book have been carefully selected from leading marketing experts. Read these with excitement and anticipation. Know that implementing even just one will help open opportunities for many more people to learn about you, your practice, and experience the miracles of chiropractic.
Now that is powerful!
-Dr Tom Potisk
P.S. Feel welcome to check out additional Books by Dr Tom Potisk
Categories: business management, chiropractic book, marketing/advertising, new patients, patient education
18 October 2012, by tpotisk
The consensus of experts is that “likeability” is an extremely important component of one’s success. This applies not only to political candidates but also Doctors of Chiropractic and their chiropractic practices.
The Washington Post and Fox news recently ran news reports about the likeability of the presidential candidates. NPR even featured an hour long radio broadcast named “The Presidential Race: Does Likeability Matter?”
Are you likeable, Mr. or Ms. Chiropractor?
As I consult with and counsel DCs across the nation, I’ve become very aware of the significance of this personal quality.
You might already have guessed that one’s likeability by the public is very much related to one’s like or unlike of self. Sometimes it’s conscious and sometimes it’s subconscious. This is often not easy to determine. So, I developed a simple and free self-rating test that I call the Chiropractor’s Success Test.
This comprehensive series of questions is a great self-evaluation tool. DCs have been emailing me their scores, and I’m compiling them for rating one’s self against one’s peers. The average score is highly surprising and I’ll be happy to share it with you, but I require you to provide your score (kept confidential of course) so that I can continue to increase the sample size and compile a more accurate average.
So, can one improve their likeability? I’m happy to answer with a resounding “YES”, and even more delighted that I’ve seen practices zoom and sore as a result.
How can you improve? I’ve developed a unique process. Here again I’ve made it as easy as possible, providing 3 simple and inexpensive solutions. I call it An Adjustment for a Chiropractor’s Head.
If you’re like most DCs you’ve been battling to build, grow, or perhaps even just maintain your practice. Don’t spend another moment, a dollar, or an ounce of energy on it without becoming more likeable. It’s a winning and proven strategy.
Please like and share this article to help spread the word.
PS Be sure and get my free practicing boosting reports on the right sidebar of this website.
PPS Be sure and “LIKE” my Facebook fan page DownToEarthDoctor .
Categories: business management, identity, new patients, practice management
5 May 2010, by tpotisk
Doctors should and can be creative.
- Dr Potisk designed a giant spine parade costume
All the technologies and advancements are great and a Godsend but doctors need to remember that patients are human beings, yes live flesh, and they need a warm, creative, gentle craftsman type doctor when it comes to fostering real health. Remember Marcus Welby MD? LOL.
I sometimes wonder if doctoring all went to pot when Doogie Houser MD, the braniac, came on the scene. LOL.
Strict procedures, high tech, discipline, and extreme seriousness have their place especially in life threatening or emergency situations. But otherwise, loosen up docs!
I write more extensively about these issues, why they’re important, and how to be a better doctor with them in both my books: Whole Health Healing - The Budget Friendly Natural Wellness Bible For All Ages, and Reclaim The Joy of Practice – An Advanced Guide For Advancing Doctors.
But now lets focus on being creative. Not only is being creative a warmer way to go about doctoring, but in case you haven’t noticed, the usual established procedures don’t always work for every patient – so a doctor has a responsibility to be creative with treatment (just when you thought you have enough responsibilities LOL).
The other consideration about creativity, is that it’s essential in marketing any business including that of a doctor. Yes, creativity is essential because whether you like it or not, the market is always changing, and if you and your practice don’t change, you’ll end up just like Doogie Houser MD – meaning you may grow but you’ll liklely grow out of a job. LOL.
This essential creativity in marketing involves thinking of new ways to better attract and serve your customers. People by nature like changes, they want the new and improved. Now keep in mind I do not mean you should change your core product or identity.
An example is McDonald’s. They added cappuccino, lattes, and espresso to their menu and have prospered handsomely as a result. But they kept their core identity of providing fast, cheap, tasty food.
Doctors need to at least change their decor, remodel, update their bulletin boards, and throw out the old root-bound and/or dusty leafed plants. But better yet, improve and upgrade by adding a new adjunct service that compliments their identity. How about a fresh new modern color for the patient gowns? How about a newly designed office logo? How about a new office theme every month?
A dentist friend wanted to liven things up in his office so he now plays Christmas music on the 25th of every month even in the summer. He said it really got patients talking and even resulted in some referrals.
I went so far as to design and build a giant parade spine, 100 feet long, and haven’t had so much fun with a promotion in years. We were the hit of the parade. This is marketing/PR at it’s finest. I never had so many people pointing at me and smiling since I ripped my pants in grade school. LOL.
- Be the hit of your town’s parade
I’ve made that giant spine parade costume, it’s design and procedure, including the measurements, available for anyone interested as free report on this website. Check it out in the opt-in box in the side column – you can receive it as a free download.
So listen docs, you want more joy in your practice? Let ‘er rip when it comes to creativity. You’ll likely prosper as a result.
How can you be more creative?
- Don’t forget the tailbone!
By the way, have you seen my other popular blog sites? http://www.wholehealthhealing.com and http://www.thedowntoearthdoctor.com.
Categories: creativity, identity, new patients, practicegrowth
22 March 2010, by tpotisk
Practice production can be influenced by odd behavior.
My friend, Ed Petty, from PM&A practice management, and I were driving down the highway looking forward to a hike up in the San Bernardino mountains of southern California, looking for relief of our aching butts after sitting thru a seminar called CalJam. These kinds of adventures are right up my alley. That’s why I’m known as the down to earth doctor.
- Dr Tom Potisk (left) Ed Petty (right)
It was a gorgeous mid morning, the sun was shining, the traffic was moving along well considering we were only ½ an hour out from LA, and the banter between us was jovial.
Suddenly, we see a few brake lights up ahead, then a few more, then a sea of red dots as every car in front of us is braking. Ed, the driver, slows us to a stop with a cuss; “Welcome to LA!” he grumbles.
“Yeah but we were moving along fine, and the weather is good, and…..”
“Welcome to LA” he says again, this time in a drone.
“Yeah but according to the map, there’s nothing up ahead but desert, there shouldn’t be any congestion.” I whine.
“LA,” he repeats, “maybe construction ahead”.
“Yeah but there’s 6 lanes for traffic, surely the traffic on one side or another should be……….”
He gives me a frustrated stare as we sit idling in the sea of cars.
We both sit quietly looking straight ahead. I fidget with the radio.
We move ahead a few feet, then stop. We move a few more feet, then stop.
Ed squeezes in to the next lane because it’s moving a bit faster. Then we stop. Then the lane we were in starts going faster than the new one we’re now in.
“Son of a ………” says Ed.
After a half hour moving at a snail’s pace in the middle of six lanes of traffic, we crest a hill and see what’s the hold-up – nothing, basically nothing. A car is parked on the shoulder with a Sheriff’s squad car behind, red lights flashing like there’s no tomorrow – so what!
Ed pounds the steering wheel with his two fists. I sit back and let out a long sigh.
10 minutes later, we make it past the pseudo obstruction and Ed stomps on the accelerator making the four cylinders whine. Our anticipated 1 hour drive time has now become 2 hours.
A few miles down the road, the story along with our frustration repeats – it’s another gaper’s block! As we sit mired in the seemingly endless lines of cars, our hopes of getting to the mountain trail for our hike fades with the setting sun. This time the slow down is resulting from a car on the shoulder with a flat tire – arrgh!
“I wonder if practice production is affected by a sort of gaper’s block?” I blurt out.
Ed straightens up in his seat, inhales deeply, then pounds the steering wheel with both fists again, but this time it’s because of my insightful pondering. “That’s it, that’s it! Practice production gaper’s block!” he exclaims, “I see it happen to doctors all the time! They slow down or even get stuck just like we are right now simply because of what’s going on around them! It’s an irrational emotion that negatively affects their practice production significantly.”
“You’ve been coaching and consulting docs for 30 years. What kinds of things get doctors slowing down?” I ask.
“Tons of things like the news about the current healthcare system reform, or proposed regulation changes, or because they heard about another DC who got a nasty letter from a disgruntled patient. That kind of stuff gets doctors thinking irrationally, that they ought to slow down and see what’s happening – just in case.”
“Just in case of what?” I tease.
“In case of nothing, usually it’s absolutely nothing!”
“I remember once, after reading one of the newsletters from my malpractice insurance carrier, I was afraid to adjust my patients that day,” I recall.
“Exactly! And what did you do about that?”
“Well that messed up my head for awhile as I remember, until I came to the realization that chiropractic has the best safety record in healthcare, that DCs have significantly lower malpractice insurance rates because of the lower risk, and that yeah, I need to be cautious, alert, and thorough as a doctor should be, but not irrationally fearful to a point where it affects my production.”
“Very good! Yes, good reasoning is the way out of that block. You chiropractors need to remind and support each other because the gaper’s block happens far too often, and can be a hidden source of struggle in a practice. Also, for prevention, just being aware that yes, some docs get lawsuits, and some docs get slapped by the licensing board, and there will always be a few disgruntled patients and employees, but these occurrences are all quite rare as a percentage of the profession, not significant enough to warrant any kind of slow down in practice production. Make sure you write about this and post it on your website, reclaimthejoy.com”
Just then, as if God smiled on us, the traffic picked up, the sun seemed to shine brighter, the 4 cylinders whined again, and we were on our way with time to make the hike to the mountain top.
Hey doc, what gaper’s blocks are you in?
- Dr Tom Potisk hiking in the San Bernadino Mtns of CA
By the way, have you seen my other popular blog sites? For the general public: http://www.wholehealthhealing.com and http://www.thedowntoearthdoctor.com.
Categories: doctor personal growth, new patients, practicegrowth