Success with Referrals – Let Your Business Market Itself!

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You have certainly been exposed to the value of referrals in your practice, but have you made the most of them? Putting a structured referral program in place can yield tremendous benefits to you and more surprisingly to your patients. Your patients can benefit from referrals the same way you benefit from the referrals as a customer of ACOM Health. …

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Positioning for Success by Creating a Strong Brand

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Glenn Bryan

Successful clinics have strong brands. And strong brands don’t just happen – they are built over time with focus, consistency, and hard work. But what does it mean to be a strong brand and how does one build a strong brand?

Strong brands are those brands that are distinct when compared to other competing brands. They stand out – not based on fluff and meaningless promotions, but real substance found in the patient experience. And strong brands are built through the process of positioning.

The first thing to note about positioning is that it occurs “in the minds of your patients.”

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A New Year – A Time for New Eyes

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Glenn Bryan

Are you like a lot of chiropractors who are sitting around wondering, “What just happened to my world?”

You know what I mean. Prior to the economic downturn in 2009, your “world” was pretty good. It may not have been great, but it was a lot better than what you’re dealing with today. Compared to today, the typical clinic was cranking along with a limited number of issues or problems.

For example, to grow your practice the real focus was just working hard to meet your “numbers.” Whether you were given those numbers by a coach or you set your own, the objective was the same. The focus was on making the sale. The focus was on what you did to encourage the prospect make a positive decision to use your services. .

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Improve Your Practice Brand (3 part series)

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Glenn Bryan

What is a practice brand?

Before you begin to improve your practice brand…it might be good to know what one is…which sometimes can be a little confusing.

Brands are a bit multi-dimensional which creates the possibility for confusion, but the intent of this article is to make them more manageable for you and your clinic. Basically, your brand tells your community who you are, what you do, and how you do it. Your brand informs your community about your relevance and credibility. And most importantly, your brand is how you are perceived by your community – whether they actually know you or not.

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3 Big Reasons Why You Must Optimize Your Website for Local Search…

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Karl Kleinbach

With Tips on How it’s Done!

Google, Yahoo, and Bing all offer a “local search” capability that you simply cannot afford to ignore. Why? Consider the following:

  1. Chiropractors do business primarily on a local level: many potential customers will be searching for Chiropractic services online, and if you’re not showing up in search results, you’re leaving an open door to your competition.
  2. Local search results appear above general search results: show up there and you have a strong visibility advantage over competitors who have not optimized their websites for local search.
  3. Here’s the big one, Search Engines and local search have become the NUMBER ONE source of local business information for consumers.

That’s why you need to optimize for local search, now here’s HOW:

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The Mind of The Patient Leads to YES!

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Glenn Bryan

Every time you work with a patient your goal is to get to YES. Yes, I want you to treat me. Yes, I believe the outcome is worth the cost. Yes, I want to be healthy for a lifetime. Yes, I believe you can help me reach my health goals. Sounds like a great outcome for you and your patient – if it was only this easy.

As you well know, YES is rarely achieved in a single visit. YES, is typically achieved over time and through multiple experiences. Why? Because YES is directly related to trust – and trust takes time and effort to develop. Trust is the key to success when parties in a relationship are asked to commit to one another. And because this is what you’re asking your patients to do, make a commitment to your long-term care, then you need to understand how to influence the development of trust with your patients.

So, how do you build a trusting relationship with your patients? Well, it’s important to know that you begin building a successful and trusting long-term relationship by first recognizing and accepting that you are starting your patient relationship with no trust, no history, and therefore, no basis for a long-term relationship.

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Total Experience Drives Word of Mouth

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Glenn Bryan

Word of Mouth (WOM) is the act of consumers providing information to other consumers, and positive WOM is the ultimate goal of all marketers. When patients begin to “spontaneously” talk about a chiropractic clinic with their colleagues, friends, and relatives, a real and meaningful perspective is communicated along with a trusted recommendation. It is this personal influence of trust found within the relationship that makes WOM the best source of new patients.

When you take part in a really good experience, what do you do? You can’t wait to tell others. And that’s what your patients do.

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Image is Everything?

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Glenn Bryan

Early in his career, Andre Agassi, at that time an up-and-coming tennis pro, became the lead celebrity in the Canon “Image is Everything” advertising campaign. With the unique combination of his personal “rebel” attitude and this confrontational tagline, Agassi was able to launch into worldwide notoriety. Interestingly, this tagline has gained a life of its own, and ever since the campaign it has been used as slang for the importance of brand image in the marketplace. Image became important because “Image is Everything.”

But is this simple statement true? Is brand image that powerful? The unequivocal answer is – Yes. Brand image is critical to how we value products and services as we shop.

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Growth 101

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Glenn Bryan

Every chiropractor wants to grow their practice. If we took a survey right now of chiropractors and asked them what their primary desire was for their practice, they would most assuredly state something about growth. And there’s nothing wrong with that, however, the concept of growth deserves a closer examination.

When I hear a chiropractor list “growth” as one of their primary desires, I begin to ask questions. Questions like: What does that mean? What areas do they want to grow? Why grow at all? Is there something inherently good about growth? And, does that make non-growth bad?

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Stop Doing What You’re Doing!

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Glenn Bryan

As you plan your “marketing” activities for 2009, may I give you my best advice? Stop Doing What You’re Doing! Stop listening to every newspaper, radio, cable, billboard, direct mail, and postcard pack media sales rep that calls on your office, telling you what you “have” to do to succeed.

It’s your practice, so take charge. Don’t let outside sales reps convince you that their advertising opportunity is the “silver bullet” that your practice needs to succeed in this tough market in 2009.

Let’s get this straight – there are NO silver bullets…

There has to be a better way!

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