Tuesday, April 8, 2008

Chiropractic Marketing by Your Competition

by Frank Sardella

How Do You Compete, With the Chiro Up the Street?

There appears to be a bit of confusion on the subject of competitive chiropractic marketing. Many of the docs I met over the years have been especially concerned about the activities of the chiropractor on the next block, particularly the ones who are "doing tons of marketing" and are very busy.

A Basic Confusion On the Word "Compete"

Compete -  v. to strive to outdo another for acknowledgment, a prize, supremacy, profit, etc.; engage in a contest; vie (dictionary.com)

The basic confusion? It is not the definition of the word "compete" so much as the confusion on who is involved in the competition. Who, after all, is competing with whom? Now we're getting somewhere.

Who Is Competing With Whom?

It just so happens that when you look at another chiropractor as competition, you are chipping away at your profession, an actual, if not visible, group of which you are a member. As a profession, you are all working for the same purpose.

The actual competition, then is between groups, not individuals. So, rather than Chiropractor A vs. Chiropractor B, the groups are chiropractors and whoever the designated enemy of chiropractors would be that particular week. Pick one. There are several. How about pharmaceutical salesman. They do more sales in a day than you do all month. Now, there is a true competitor!

How About Medical Doctors?

Is it medical doctors who should worry you? According to Julianna, my MD Referrals coach, who has had much successful experience in generating MD referrals in her former practice, the majority of medical doctors actually got into medicine to help and still desire to help their patients. It is for this reason medical doctors will begin to refer to you after being given proper enlightenment on chiropractic.

Additionally understand that those pharma salesmen are blasting the MD's in your community as well and are winning in competition to get their attention. And, THERE is competition worth fighting!

Indeed, you do not pose a threat to medical doctors in their estimation, hence you can work together. They are not your competition.

Rogue CA's: A Hidden Source of Wrong Impressions

As may have been experienced by many doctors, disgruntled former CA’s or patients tend to talk negatively about their former employer or doctor to their new one. The combination of stories heard can slant one’s opinion of the target doctor without ever having known him personally.

In defense of so-targeted docs, consider what you would want other doctors in your profession to believe from those who have left you. You may have a new look at this instantly.


Do the Math: There Are More Patients Than Your Clinic Can Handle

Google how many chiropractors are within a radius of your office. Then research the population of your area. Divide the population by the number of docs and you will have the number of people for whom you are responsible in your community. If the number is a quantity you can handle at your existing practice size, you have my blessing to go into competition with another of your own.

Are You Strong Enough to Singlehandedly Compete?

What is the cost of being a lone ranger? Thousands more on medication. Banding together with your fellow area professionals creates a juggernaut of on-purpose activity, with chiropractic marketing power beyond your wildest dreams. What is the harm in finding out for sure? At least, cut the doc up the street a break. You would expect the same in return.

Become a true competitor. Educate your community on the dangers of modern medicine and the miracles of innate healing. And never compete with a fellow chiropractor as your real enemies would win and then everyone loses.

I hope this helps.

Best of luck in practice.

Frank Sardella
Questions? info@screeningexperts.com