Into Practice
A Comprehensive Guide to Getting Into Chiropractic Practice - Quickly, Efficiently, and Successfully
by
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Chapter 15:
MARKETING YOUR PRACTICE
There is a major misconception in our profession that “marketing” is “advertising.” Advertising is very expensive whether it is print (i.e. newspaper, magazine), TV, radio or billboard, etc. Advertising is a quick, impersonal means of reaching a large demographic audience with a certain message and/or product. You will reach people you may or may not want as patients. Some people, whether prospective patients or other professionals, may consider advertising unprofessional; however, that conception is rapidly fading. I am not saying that you should never implement media advertising in building your new practice, but there is a time, a place, an approach, and a reason for doing so. I suggest that you first consider the subtle, tactful ways in which you can use “good marketing” techniques within your practice to market yourself and your services without having to advertise in print and other media.
Develop Your Practice’s Image
When first setting out to establish your new practice is vitally important that you build and maintain an image in your community's mind. The synonym of “image” a “picture” is what your community sees in their conscious mind whenever they think of you and your practice. Your image should be projected on every outward symbol of your practice, from your exterior sign to your business card.
Key to developing an image of your practice may be the development of a practice logo. A logo may be your name reproduced in a distinctive style or type, it may be a symbol of your practice and its important thrust, or maybe a combination of both. Because the left side of your brain stores information such as words and names for rapid retrieval the right side stores and accesses symbols and patterns for long-term memory, it is my suggestion that your logo incorporate both a symbol representative of our practice, and your practice name.
In creating your logo, there should be for criteria involved:
1. It should above all else reflect class and good taste.
2.
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About the Book
Into Practice is a comprehensive blueprint that will take you from envisioning your dream practice as a first year college student to making all the right decisions right up to giving your first adjustment. Whether you are considering associating, independent contracting, buying a practice, or a new practice start-up, this book will help you to make that decision and then guide you step by step through the process of successfully getting into practice.
This guide will serve as your mentor and consultant as you learn how to:
· Create a success mindset.
· Make an informed choice as to the “four” types of entry into practice.
· Design timelines and checklists for transitional activities.
· Evaluate both an associateship and a practice that is for sale.
· Find the money for your transition and practice start-up.
· Determine necessary support personnel.
· Market yourself and your practice successfully.
· Plan your procedures and establish effective office policies.
Transitioning from student to successful doctor is not as difficult as you might imagine - when you start early and when you have the answers you need. Remember, it is never too soon to start planning for your success!
About the Author
About the Author Dr. Mike Meyer is a chiropractic practitioner and president of Professional Practice Resources, Inc., a regional practice management-consulting firm. He is a 1975 graduate of Palmer College of Chiropractic, Along with his wife Carol, who has served as a manager of their practices since 1976, Dr. Meyer has worked to help other doctors develop successful, proactive, profitable practices to provide high-quality professional chiropractic care to their communities Dr. Meyer has established and quantified innovative procedures and systems to lower the financial barriers that limit the ability of patients access chiropractic offices. Doing so has resulted in such procedures as the modified cash practice, objective base recommendations, and sustained referral techniques. All of these effective and proactive procedures are described in his first book, “7 Solutions for Building Your Proactive Chiropractic Practice,” which was published in 2004. Through this book, “Into Practice,” he hopes to extend the availability of the knowledge and wisdom that he imparts in his live transition programs that are routinely taught to senior chiropractic students and in his seminars.