Increase Frequency of Purchase
Their clients also fall into two broad types: 1. The clients who comes in only when injured and in pain 2. The clients that come as part of a
health maintenance program.
The first client type, those who come in when in pain, can be brought in more often in three ways: 1. By demonstrating the value, through
education, of regular spinal maintenance. 2. By introducing them to massage, physical therapy, reflexology and other services you or your
associates provide. • By the way, do you see the overlap of this strategy and last months? The chiropractor can align, no pun intended, with
other service providers to offer these “related” services. 3. By setting up a program which involves X visits per year for a discount or
prepayment.
Expanding Customer Purchases
Often these customers can be reactivated with a simple letter reminding them of your service. Jay Abraham tells a story about a chiropractor
(Jordan Young) that sent 400 of his inactive clients a free adjustment as a Christmas gift. Since this was a slow time, he had excess capacity.
He had something like 225 come in for the free service and 75 became patients once again. With a Lifetime Value per patient of $2,500,
that's pretty significant, isn’t it?
Strategic Endorsements (a.k.a. JVs)
If the average patient generates $75 per visit and uses you for 20 visits over their life, then you have a Lifetime Value of $1,500. Now if you
are willing to pay 20% to your partner, that’s equates to $300. But you may be unwilling to pay $300 cash up front, so alternatively you can
do this on a fixed fee per visit basis in two ways:
• Pay $15 per visit for each of the 20 visits, with no guarantee
• Pay $45 per visit for 12 months up to the $300 cash amount.
Laser Marketing
A Chiropractor would value a list of local gardening club members if the activity produced symptoms that they provided a benefit for. The
chiropractor whose Highest Leveraged Prospect was a gardening enthusiast, could join or speak at that club about proactive techniques for
gardening to prevent back injury or pain.
A chiropractor offered the top 50 personal injury attorneys free treatment; he got 12 after 9 months.
Package Synergistic Products/Services
Offer “Up to X hours or Visits per Year” for a discounted price.
Other Ideas
1. It might not be ethical to guarantee your results, but you can guarantee your satisfaction with service. Lower the barrier of entry by making
the initial visit risk free. If a new patient does not want to go ahead with your care after the initial x-rays and examination, tell them that there
will be no charge. By doing so, you will bring in more patients and there are not likely any that will take advantage of you.
2. Market your USP/Compelling Competitive Advantage consistently. You don't have to follow the crowd into the pain relief market. You could
position yourself in the family wellness care market.
3. Develop a fast, efficient and comprehensive reporting system, then approach lawyers and show them how you can give them a break.
Lawyers will begin to refer their clients to you and if you follow through with a timely and professional delivery of the patient reports, you will
win their favor.
4. Take your lunch hour and one hour after work and walk to local neighbors and businesses and introduce yourself. Bring a sharp brochure
that includes testimonials, your USP and referral coupons. Try this for 4 weeks and track the results. (This is not a glamorous way to grow
your business but it may give you dramatic results.)
Chiropractor