Saturday, November 20, 2010

What Do Chiropractic Screenings Have to Do With Telemarketing Failure?

Have you tried telemarketing in a desperate attempt to get new patients?

Were you were quite unsatisfied with the result? Could you even call them results?

Let's start with what you know happened. You spent $2,000 to $3000 on telemarketing that was guaranteed to get you ten arrivals. Ten showed up and told you "I don't know why I'm here". You concluded you wasted over $2,000. Sound about right?

What really happened?

What's Wrong With New Patient Telemarketing?

There is really nothing wrong with it. Telemarketing is no different a concept than patient referral, chiropractic screenings or any other new-patient-generating activity. In fact, all practice promotion is just a way to contact the public, a channel on which to deliver a message. The message is up to you.

Just because telemarketers provide such a communication channel doesn't discount that they are not usually communicating the right things at all. Even when a doctor provides the company with insight on what to say to prospects, if he himself doesn't understand what motivates new patient prospects, there can yet be little result. Doctors who haven't honed screening skills to abide certain screening rules have little advice to help telemarketers get any better qualified prospects and telemarketing fails again.

So what's wrong with telemarketing is lack of good direction, even when apparent "direction" is actually provided by the chiropractor himself.

What Makes Qualified Prospective New Patients Show Up To Your Office?

It is difficult to look at a situation and decide what went wrong when you don't know the anatomy of what "going right" looks like. Without defining the ideal scenario and methods, all work toward better-qualified leads is at best random.

Take the most qualified new patient who ever arrived to your clinic for an introductory consult. What made him take action? The answer to that question opens the door to how to handle your local telemarketer on what to say.

How Can Screening Technology Improve Telemarketers' Quality and Quantity?

Telemarketing is a mere unsolicited contact of a public individual via a "cold call" in attempt to enlighten him on an offer you would like him to inspect and, hopefully, take you up on.

How that is any different than what your screeners do. Chiropractic screening teams make unsolicited contact of public people and get them interested in an offer. That's all they do.

It follows therefore that these practice marketing methods follow the same basic principles and a simple application of screening principles can be applied to success in this other communication medium if you know the key factors of screening technique that effect a desire to accept your offer.

Can Telemarketing Actually Succeed? There Is Hope...

The secret to make telemarketing succeed is insight into the patient prospect himself. Just as it is at a screening, the job is to get new patient leads onto the subject, get him to talk about himself and get him to want something you can provide. Don't you think this would change your net result?

If you can warm up a screening prospect, you can totally warm up a cold-call.

How Can You Best Utilize Your Telemarketers?

Telemarketers specialize in enticing prospects to act now and take up an offer, and that's the extent of their skill. There is nothing wrong with that except for a poorly planned offer on the part of the chiropractor being the main reason for someone who shows up for an introductory visit and says "I don't know why I'm here".

Indeed it is a screening approach that is missing from this process however it involves more than just a caller, a script and even a brief indoctrination from you. This is not to say it is complex. It is more precise than anything else though quite simple and easily accomplished without having to train telemarketers on the entirety of the chiropractic playbook.

So, How Can You Successfully Telemarket Chiropractic To Your Community?

You don't need to revamp your telemarketing group's entire process. It is useful. It is just not being utilized properly. Just as you utilize different screening staff to work different functions and get good solid appointments which result in arrivals, so can you utilize your telemarketing team. You can turn their efforts into a flood of new patients if you apply a few simple steps based on the most successful chiropractic screening methods.

They way to do it is with good solid screening principles implemented which don't violate what we call the Screening Rules of Engagement and follow the basic process of getting someone in the proper state of mind to be interested. Screening Experts coaching and training accomplishes this.

Your success in telemarketing is through proper screening knowledge. Call Screening Experts at (845) 787-3349 to find out how or visit for more information.

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