Dear Bill

“Since Covid it feels like I’m starting over. But the things that I used to do to get new patients don’t seem to work like they used to. Any suggestions?”

More and more chiropractors have observed this. When I dig deeper during my coaching or consulting, the real question is often along the lines of “How can I do what I’m familiar with and comfortable doing, but get it to work better?”

Because when I share the realities of practice marketing and promotion in the post-Covid world, I don’t sense much enthusiasm. Because it’s rarely about tweaking what they used to do. Instead, it’s about deploying an entirely different set of skills. You’ll either want to learn these new, twenty-first century strategies or hire someone to do them for you.

In many ways you are starting over. But you have an important advantage. You know that you can deliver the goods. That level of confidence can take you far, especially if you do at least one, or all, of the following: 

1. Upgrade your website 

Your next new patients will most certainly check you out first on the Internet. Even if they first discover you on social media. Or were compelled by a gushing referral. Be sure that your piece of digital real estate properly reflects you and your practice.

Replace the picture of you on your bio page from 10 years ago. Lose the generic stock photos and hire a professional photographer. Depict your notion of ideal patients in photos showing your reception area and other parts of your practice. The modest cost to hire a professional photographer to capture the spirit of your practice can go a long way at reducing new patient apprehension. Custom photography is a major factor in converting website visitors into new patients.

Are you blogging regularly? With ChatGPT you have no excuse. The way you attract your “tribe” is to reveal your philosophy, point of view and unique perspective of the world. Remember, to attract you must be willing to repel. Say goodbye to generic content that does little to separate you from the pack.

I could go on, but at least eliminate all the ‘Coming Soon’ pages that aren’t complete. The error message might more accurately read: “I ran out of energy and figured you weren’t really interested so I didn’t put any effort into this page.”

Not exactly the attention to detail that prospective patients expect from your digital reception room. 

2. Consistently ask for reviews 

When Google risks its reputation on yours, influencing how your practice ranks when a potential new patient enters “chiropractor near me” or “Mytown chiropractor,” the algorithm makes use of every scrap of evidence it can.

The algorithm is designed to place the “best” chiropractor, sushi place or carpet store at the top of the page. It’s no surprise that a significant ranking component is customer (patient) reviews.

It’s believed that are three parts to this element: the number of reviews you have, the average number of stars, and the recentness of your reviews. It’s the recency piece that makes review generation a continuous, ongoing process.

Alert everyone on your team. Getting practice reviews is everyone’s job. That means being mindful of occasions in which asking for a review is natural and gives patients a natural outlet to express their appreciation for your care.

“Whatever you’re doing, it’s really starting to work.” “This is the first morning I didn’t wake up with pain.” “That was the most thorough examination I’ve ever had.”

Often these types of patient observations can produce a dopamine hit as you to bathe in the glow of a patient’s appreciation. Instead, remind everyone on your team that such comments are the perfect cue to ask for a positive review.

Provide directions. Those of us not in the habit of leaving reviews may need some help.

“Have you ever reviewed a business before?”

Enhance the likelihood of getting reviews by providing a patient handout with simple, step-by-step directions for the most relevant platforms. While the essential list varies around the world, at the very least include directions for posting a review on Google and Facebook.

Naturally, you’ll want to abide by any guidelines about reviews from your board or regulatory agencies.

Monitor your reviews. Keep an eye out for negative, one-star reviews. This should be a weekly task for someone on your team. Because worse than not having reviews, or reviews that are two years old, is having negative reviews to which you haven’t appropriately responded.

Here’s a resource from our sister company that describes the correct mindset and process for dealing with negative patient reviews. Try as you might, since you deal with the public, it’s not a matter of if you’ll get a negative review, but when. 

3. Communicate regularly via text or email 

It’s astonishing how few chiropractors utilize their patient list of emails and mobile phone numbers to maintain top of mind awareness about their practice. A good rule of thumb is to try to be of service to your actives and inactives at least once a month.

Not with an overture to return for care. That’s implied. Or a discount on supplements or pillows. If you’re patient communications is always selling something, you’ll quickly lose favor, and your messages will be rightfully ignored.

Instead, develop short messages that your patient list will find informational or inspirational. Such as a brief case history, a fascinating case, recent research and even better, general health and wellness tips.

Your inactives know where your practice is. Trust their ability to know if the timing is right to return for a checkup. No need to beat them over the head. Be generous. Add value. 

4. Participate in social media 

You may find this recommendation strange coming from someone noticeably absent from social media. However, for someone in a professional practice, regular social media posts can be a useful channel. If you have shunned Facebook, Twitter and Instagram, you may want to hold your nose and take the plunge.

It may make sense to hire a millennial to cultivate your social media profile. A couple of hours a week and you could quickly see a return on your investment.

Look for Facebook groups in your area devoted to some aspect of health or wellness and contribute. Again, not to harvest new patients, but to be a resource and cultivate trust. The patients will come in time, but only after you show up generous and helpful.

And if you’re adventurous, you may want to consider advertising on social media. Offer an eBook on pain management tips or any number of other topics that you can share in exchange for their email address. Many social media platforms permit you to target a specific demographic within a geographic radius of your practice. 

5. Announce you have openings for new patients 

Granted, this old school, but it’s worth repeating here. Especially since it’s free.

Patients may not notice that waiting times are practically nonexistent. Naturally, they’re delighted.

Someone on your team needs to take on the responsibility of mentioning that “we’re still in growth mode to get back to where we were before Covid, so if you know someone you think we could help, I hope you’ll send them our way.”

Obviously, if everyone on your team makes this announcement to every patient, several times a week, the resulting sense of desperation is unhelpful. That’s why only one person should be tasked with this special assignment. 

Personal and professional growth 

There are many more things you could do.

Some estimate that the Covid lockdown accelerated the adoption of video conferencing by at least five years. You could be hosting Zoom calls and doing 20-minute seminarettes for your patients.

The opportunity to use Zoom, ChatGPT, drip emails and other technologies to enlarge your territory and extend your influence require curiosity and the willingness to endure the pain of being temporarily inept. Which is just another way of describing personal and professional growth.

Are you up for it?

I hope so. There are a whole bunch of people who need you. You just need to meet them halfway.

Thanks for the question!

Ask Bill your question.

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