Get Well Known

Everyone misses it. Even high-volume clinics. The invisible, unlimited new patient lead feeder: Public Relations. Without it, you’re guessing at best what “magnets” to use to get leads in the door. With PR, an organic influx of new patient prospects to your clinic naturally occurs, requiring no guesswork, just your purpose and desire to help. So why, if it’s that easy, has it kept to such a low-volume result? It’s because of WHAT you’re using as your magnet. Limited at best, there’s better.

What are you promoting in your advertising, and what magnets are you trying to attract people with? While you may be getting prospects to bite, it’s a way lesser percentage than it should be by at least five to one. Facebook $21 exam ads, promoting “getting adjusted” or even that “chiropractic” can help certain conditions, only comprise a maximum of 10% of people viewers, which comprises less than 1% of your community. Promote the right thing and watch the result compound.

Did you ever stop and think that what you are and what you do and the results you get may just be an argument and not the way to win people over? They’re not. Who have you ever known to “win” an argument, and is the loser ever cooperative or happy? Or do they just dig in harder? Think about it. What won you over? It took you quite a bit of education on structure, function, mechanics, and functional purposes. You’re NEVER going to win this argument. So, what do you do?

This is the first part of Day Zero tactics. You can’t argue with what people already think. The only one who can change their mind is not you, no matter how good a speaker, writer or social media poster you are. The only one who can change a person’s mind is the person himself, just as you did from the enlightenment and education you received. Your mind changed with a rise of self-awareness and understanding of function, not argument with previously conceived notions.

The foremost public relations error is the idea that you need to sell Chiropractic to the public. You don’t. Further, it gets compounded by the notion that this would be done by railing against “traditional medicine,” or an argument and debate. Public relations is a tool to establish a public interpretation or view, hopefully in an ethical manner. It is not to sell anything. It’s to make something well-known and to get people to consider it beneficial. But Chiropractic isn’t what we need to promote.

If you are ever to sell Chiropractic Care, you’ll need to promote a way of thinking first. And that way of thinking is to promote the ultimate truth of wellness, something “medicine” can’t dispute: Functional Human Anatomy. If you can get a person thinking with their own anatomy, its design, its purpose, its structure and function, you’ve gotten a person to look beyond what they think they know and into what they need to know to think the same way you do. And that is my Day Zero methodology.

Did someone argue you into the Chiropractic paradigm, or did you come to understand human function over an educational period of time and finally come to your own conclusions? You know the answer. So, why, knowing what you know, realizing it the way you did, and the span of time it took, would you try merely to tell someone how things really are and expect them to change their mind? And, this isn’t even taking into account the fact that such people may have a lot more false information than you initially did.

The Day Zero program is all about you getting people onto the same page as you about what function, structure and mechanics are all about, in relation and relative to what they already know or have come to understand, right, wrong or otherwise. Even if wrong, when people learn the truth about function and structure, the purpose of the body and how it works, soon enough, they’ll come to their own conclusions, just as you did, and let go of false information, little by little, on their own. They’ll draw the same logical conclusions you did.