Most chiropractors use episodic or promotional chiropractic marketing. This is a huge mistake. Chiropractic marketing in bursts is called episodic marketing. This is marketing done periodically, whenever the doctor feels the need to do so, or when he has the budget for it, or finds a new chiropractic promotion or marketing opportunity. Then they do the actual marketing.
The problem with inconsistent ChiroPraise marketing or episodic marketing is that it can produce inconsistent results. Inconsistencies are produced in cash flow, new patient leads, new patients, referral generation, and practice growth.
A marketing system, also known as always-operating marketing, is the best way to grow a chiropractic practice. It will grow consistently and quickly. A chiropractic marketing system, on the other hand, is a system which works consistently and produces results.
To simplify an explanation of a marketing system that is always in operation for your practice, you can say it's a 24/7 system. It never stops working for you. It is a system which generates new leads, new patients and referrals constantly.
You don't have to do anything. This is not something you need to think about. This is not something you need to discuss with your CA or staff. This is a system which continues to bring you new patients. You need to step back to see if your marketing system is 'always on' or episodic.
You can reap a variety of benefits when you implement a system that continually brings you new patients. If you've got a system to get new leads for patients, or to bring in new prospective patients to your office to receive a report on findings, or whatever conversion strategy you use, your influx of patients will be more constant.
You can replenish lost patients with a system. Face it. No matter how well you do at patient retention in a chiropractic practice or at exceeding patient expectations, creating value, and exceeding patient expectation, you will lose some patients. Some are leaving for financial reasons; others may be moving, while others simply don't feel the need.
It is important to have a system that will allow you to replace lost patients. If you lose two to three new patients each month, then you must have a system to replace them and to add more.
You will also benefit from a more predictable cash flow, and a continuous practice growth. You will benefit from a system which consistently and continuously brings in new patients. You have a system that works for you 24/7. You will experience continuous growth when you have a system that works for you every day, 7 days a week and 24/7.
If you compare that with episodic marketing (e.g., promotional marketing), there is no continuous growth. You may experience new patients in your practice when you market, but not if you don't. You don't see continuous growth.
Cash flow is more predictable when you can replenish lost patients on a regular basis and bring in new patients to your practice. As you use your marketing system, you can be confident that "x" new patients will enter your practice each week.
Another thing that's so important is having a Chiropractic Marketing System that leverages the internet. Why? Why? Because success is found in the follow up.
A chiropractor who does a single-step campaign is leaving cash flow and a large number of new patients on the table. Follow-up is where the money is. It may take up to four, five, or even six steps in some cases. You're wasting a lot of money if you don't use a system to automate this.
You can avoid this failure by using a system. You can plug the holes in your chiropractic marketing campaign. This is done by a continuous, consistent follow-up that's part of a 'always running' marketing system.
When you automate follow-up for every lead you generate, you are actually forcing your chiropractic marketing dollars work harder. Your investment will yield a higher return because more leads are converted.
If an episodic chiropractic campaign converts only three of every ten leads to paying patients, then a marketing system that follows up consistently could convert as many as five or six of those ten. This will give you a significant increase in your return on investment.
Your money will work harder to earn you more. It forces the Chiropractic Marketing you are already doing to produce better results. This is why it's important to have a comprehensive marketing system that includes all the areas of your practice where you can grow.
A marketing system is needed to generate new leads. A marketing system should be in place to convert those leads. You should use a system of report findings, which you can use repeatedly to convert these leads into paying clients.
A chiropractic marketing system is necessary to reactivate patients who are inactive. A marketing system is needed to follow up with leads that have not converted. A chiropractic marketing system is needed to follow-up with leads. A chiropractic marketing system is needed to network, and to build relationships in your community. You should have a system in place to generate referrals.
What do I mean when I say marketing system? A chiropractic marketing system will work consistently for you. It is operating. It works for you continuously. It is not a stop-and-go system. It's episodic. It is not a promotional piece. Budget is not the basis. It is not based upon timing. It is not based on a concept. It is a system designed to grow your practice by attracting new patients, converting those leads, and making you more money.
You can build your chiropractic practice and market it with a chiropractic marketing system that is "always on".