Chiropractor Advertising: ISO Effective Word of Mouth Advertising

You know that finding new patients is the KEY to establishing a successful chiropractic practice.  You’ve been to seminars, you’ve talked to other chiropractors and you’ll hear over and over again that you never have to “market” your practice.  The underlying message is that if you’re good, if you’re worthy… your practice will magically grow via word of mouth.

There’s a reason that word of mouth advertising is the “holy grail” for chiropractors.  It takes the “burden” of marketing your practice squarely off of your shoulders and places it squarely in the hands of your patients.

However, there are many reasons why a gifted and talented chiropractor’s business won’t benefit from word of mouth advertising.  The most important reason is your patients are NOT qualified to evaluate your expertise.

What they do know is whether your receptionist knows them by name.  What they do know is whether their visit was pleasant.  They can recognize a clean office… they probably can’t recognize why your services are better than the massage therapist at their spa.  (ouch!)

Because we all tend to be “blind” to what’s familiar to us… let me give an example of why relying upon your patients to deliver your marketing message is a really bad foundation for your practice marketing strategy.

Let’s say your receptionist mentions that her car is making a funny noise in front of a patient.  The patient who has overheard the comment is a woman in her 60’s who is as dear as she is sweet.  As a matter of fact, she’s one of your FAVORITE patients.

This patient overhears the receptionist’s comment and offers her suggestion of a mechanic.  She’s very enthusiastic in her recommendation, but it’s not based on the mechanic’s skills or even his trustworthiness.  Instead, your dear sweet patient goes on and on about how much she adores the mechanic’s “shop cat”.  She tells you the cat’s name and describes his physical appearance.  She tells you how old the cat is and how much he weighs.  She also tells you how she brings it treats every time she takes her car in for an oil change.

Are you or your receptionist likely to be inspired to take her up on her recommendation?

Probably not.

However, if you were to ask your next patient about this mechanic, a patient who works in a body shop and who knows a bit about cars…. if he were to confirm the mechanic recommendation… then you’d probably trust his recommendation.

Keep in mind that when you’re relying on your patients to refer other patients, they probably can’t evaluate the quality of the service you provide.  Which is why, when your dear sweet elderly patient talks about how sweet your receptionist is… it may not be enough to get her son to schedule an appointment.

That’s why Word of Mouth Advertising makes a LOUSY foundation for building your practice.  It’s a great “gravy” for practice building…. but focus on providing ways of establishing your expertise to potential patients.  New patients want to know if you can solve their problems.  Give them proof that you can.